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The Fine Art of Creating an Impactful Brand Palette

The Fine Art of Creating an Impactful Brand Palette

Lizabeth Kerkhoff, Jan 8, 2019

Without a doubt, color is one of the most powerful and effective tools for communication. It has the ability to express thoughts without words and elicit emotions that leave lasting impressions. Because of the strong reactions that color can evoke, the right color palette is one of the most important considerations for a business to identify their brand, along with typography, graphic elements, and imagery.

Did you know people connect with color before any other graphic element? Color is registered by the brain before either images or typography, according to a study by Loyola University Maryland. This same study found that color can increase brand recognition–logo design, for example–by up to 80%. In another study, researchers found that up to 90% of snap judgments made about products are based on color alone, depending on the product.

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