The visual identity of your company

When starting a business, one of the first things to do is to create a visual identity.
This is a fundamental element of any communication strategy, which allows, among other things, the creation of a graphic charter.

Indeed, it is like an identity card and must therefore be well thought out and established according to very precise codes. It will allow you to be recognised and to stand out from the competition.

Your papers, please!
Knowing that this visual identity will also be used on different media such as business cards or social networks, it is important to think it through.

The problem is that between the multitude of possible colours, it is not always easy to find your way around. The development of information technology has not helped in this respect, as there are now many more colours than before.

But what colours should you use depending on your company and the message you want to convey? Let’s find out right now!

The perception of colours
The way we perceive colours depends on the frequency of the wave.

There are two types of colours: additive and subtractive.

In the first case, the eyes receive direct light from the source to the eyes. These are red, green and blue.

In the second case, the light is projected onto an object which reflects it back to the eyes. This is the case for cyan, magenta, yellow and black.

In order to ensure optimal colour rendition, it is recommended to use one or the other category depending on the destination medium.

If the idea is to project images, it is best to use additive colours. Light is projected through screens for Powerpoint presentations or websites, for example.

If, on the other hand, the images are intended to be printed, subtractive colours will be suitable.

This proper use of colours is essential to catch the eye of prospective customers.

Did you know that it only takes 8 seconds for a visitor to a website to be convinced to continue or abandon the visit?

Colours play a role in this decision. Even if the text and images on the site are attractive, if the colours are not, the reader will feel rejected.

The visual identity may then leave a bad impression of the company.

Colour symbolism
The symbolism of colours is, among other things, linked to their presence in nature.

However, depending on where we are on the globe and our culture, we will not perceive them in the same way. A colour can have a positive symbolism in Belgium, while it will be perceived negatively in China, for example.

Wherever we are, colours generally reflect an emotion or a state of mind.

Here are some examples of colours and their meanings. This may help you to choose your visual identity.

Here is a brief explanation in pictures.
Blue

It is generally associated with the sea, water in general, and the sky.

On the other hand, it inspires confidence, calm, serenity and seriousness.

It is often used in an international or technological context. Payment organisations and banks seem to like using it.

Green

It refers to nature, but also to luck.

It is the colour of well-being, harmony and tolerance.

Green is often found in companies that focus on the environment or food.

Yellow

This is the colour of the sun, of summer.

Yellow can have both positive and negative connotations. For example, it refers to joy, energy, wealth and creativity.

But it can also refer to lying and unfaithfulness.

Red

It is the colour of fire, blood, passion, love and danger. It gives intensity directly and can be unwelcome.

It is a colour that makes a direct statement. That is why some big brands use it.

White

It represents purity, freshness and innocence. From a more negative point of view, it represents emptiness, loneliness and fear.

It is often found in a religious or sophisticated context.

Black

This is the most commonly used colour and is reminiscent of luxury, power, sobriety and mystery. More negatively, it is associated with death, sadness and darkness.

It can therefore be difficult to make a choice among all these colours. It is important not to lose sight of the message you want to convey through your visual identity.

However, this is not always obvious. This is why it is advisable to call on a professional who can help you in the development of your graphic charter and therefore your visual identity.