“Please don’t use this color”
23 Nov 2007 | Angie H
Back in May of last year I wrote an entry about websites being about users not site owners. For the most part I think business owners, managers and marketing directors get this. And then there's the few that don't.
Recently we were specifically told to "not use the color green or any shade of green" on any work we do for a particular client. It's important to note, though, that this client doesn't have any identity guidelines to speak of at all. In essence, the color palette is open pretty wide which has its advantages and disadvantages. But because of the very lack of identity style guidelines I was rather curious at a somewhat unusual request. So I asked.
The answer was simply that someone high up in the ranking doesn't like green. That's it. One person hates green (which by the way is one of my least favorite colors too) so the whole organization can't use it. As I mentioned to our copywriter, it's a good thing they're not an environmental group (not that environmental groups always have to use green, but I digress).
Now, in this particular case, avoiding green like it's the plague isn't that big a deal. Seeing as how they have no "official" color palette, not a single color in the rainbow really will make a difference in terms of their branding because quite frankly, it's been all over the place (they're not a new organization by any means). But perhaps that's where their first mistake, for lack of a better word, lies. Their second is in the idea that the color preferences of one person, even if it's a CEO, should drive the organization's branding.
A logo versus a full identity system
One of the first things a person or organization will do when opening up shop is look to hire a designer for a logo. And that seems to be enough. But in reality it's not. A company's brand is more than just a logo. A company's brand extends into colors, typeface choices, the tone of the various writing (both internal and external), from the top of the food chain right down to the way a receptionist greets a customer. So by having just a logo designed, a full foundation for the company's identity can be missed. Without it there's no consistency. Without consistency customers get a number of messages without any cohesiveness whatsoever.
Personal taste versus company messaging
Don't get me wrong, if you're opening up your own business or going through a major rebranding, by all means, tell your designer that you prefer purple over teal and that brown makes you think of baby poo. It doesn't mean that it'll work appropriately for the target market or your company's message. Your personal tastes should definitely play a role, but they shouldn't get top billing. Why? Because being in business isn't just about you. In fact, if you go into business solely for your own reasons (as opposed to filling a niche or offering something different in a particular industry) you're doing your customers a disservice. The same goes for your brand. If you base it purely on your own preferences (be it fonts, colors, etc.) you're doing your customers and your company's message a disservice. You see, while you may see your logo, your site, your brochure, what have you, every day, it's your customers - current and potential - that need to make a connection. They shouldn't have to wonder why an environmental organization chose orange and bright blue for their primary colors.
