COLOR BASICS FOR YOUR ALPACA BRAND IDENTITY
By: BreedWorks
BreedWorks 2004,
07/12/04
1. The ultimate goal is to own a color— a color that facilitates recognition and builds brand equity for your alpaca business.
2. Different viewers experience color differently in various environments. You must be the final arbiter for overseeing and setting consistency across your alpaca marketing.
3. Ensuring consistency across multiple media (print, web, signage) is an enormous challenge, and there is no off- the- shelf solution. Compromises may need to be made, as some colors may not be available through certain mediums. However, with a careful and consistent approach toward selecting options one can maintain the overall strength of their Alpaca Farm Brand's color system.
4. Color is dramatically affected by various file formats and reproduction media. Test, Test and Test. And always request the option to approve the color before final production/ printing.
5. Remember, particularly when creating images for display on your alpaca website, that most people will be viewing the site from a PC.
6. A commitment to quality reproduction and execution needs to be a top-down initiative in order to insure your assets are protected. In other words, you need to own the job of quality controller, whether you do the work yourself, hire a designer or a vendor.
7. Sixty percent of the decision to buy a product is based on color. (I just added this fact here because I thought it was interesting in relationship to the alpaca business and alpaca choice. It is meant however, as a guide more for someone choosing the color of packaging or labeling.)
8. One can never know enough about color. There is more to color than meets the eye. Think about the historical and emotional associations to the colors you choose.
9. Colors can have a dramatic effect on one another. Take care when combining colors. Think about their values (lightness and darkness), their warmth or coolness, their tints (lighter versions) and their shades (darker versions) and their complimentary colors.
10. Use color to build meaning and to expand connotation when developing your alpaca marketing materials.
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