Lisa Yates

By Lisa Yates lisayates

Can you imagine Cadbury in any colour other than purple? How about if I say Coca Cola – what colour comes to mind? Your answer is probably the same as mine – no. This is because these colours have become so synonymous to the brand, it’s almost impossible to imagine them as something else.

Colour is such a key part of design. So much so, that a recent study by ColorMatters found that 85% of people notice colour before any other business branding, including the logos or fonts. When thinking of a brand design, though, colour can often be underestimated, as businesses don’t fully understand the impact it can have.

Not only does it help stand out against the competition, but it also reaches customers on an emotional level, reflecting a brand’s personality and, in turn, affecting how a customer feels. However, to successfully “own” a colour and ensure consumers link it with your business, it must be consistent across all branded materials to become relatable and memorable.

That leads us to the question: what do colours actually signify, and which companies have been successful in owning these colours?

Red
This bold colour symbolises excitement, passion and youthfulness. It is the signature colour for big brands, like Coca Cola and Vodafone, to embody their social nature.

Blue
Signifying trust, reliability and strength, it is the obvious colour of choice for the NHS and Facebook – reflecting what customers would hope to expect from them.

Orange
Bright, fun and friendly, the colour orange has been chosen by EasyJet and Orange because of its cheerful nature.

Purple
Symbolising creativity and sentiment, a deep purple also gives the impression of sophistication and royalty. It’s no surprise then that Cadbury’s has even registered its own pantone (Cadbury 2658C) shade!

White
White represents simplicity and purity, and has successfully been used by technology giant Apple to promote a clean and modern brand.

What made you decide your brand’s colours? Did you find it difficult to decide a colour to effectively reflect your company? I’d love to hear your stories, so tweet me at @lavacomms.

Lisa Yates is the design manager at Lava, an award-winning marketing agency in Lincoln.

By Lisa Yates lisayates

Nowadays, a company website is often the first port of call a customer will turn to when reaching out to a business – and first impressions count. Within seconds of visiting a site, a customer will have made up their mind whether to continue browsing and find out more about your business, or move on elsewhere. For this reason, a company website cannot risk being outdated.

Many businesses think that once a website has been created, that is it; however, every website needs to be kept updated regularly, and occasionally, it will need a redesign.

How do you know when your site needs a revamp? Take into consideration the key performance indicators you look for when analysing your website, like:

• How many visits do you receive?
• What is your bounce rate?
• What is your conversion?
• How long do visitors spend on your website?

If you are not hitting your targets, it’s time to consider a makeover. Below, I have highlighted a few important factors to consider that may need refreshing to help ensure your website is reaching its maximum potential.

Aesthetics
Your website should always look fresh and modern. It is a representation of your brand and by looking outdated, confusing or cheap, it could greatly impact the customers’ opinions and your overall credibility.

Usability
It’s important that a website’s structure and design is clear and uncluttered. Users should be able to quickly navigate around the site and information should be easy to find. If your website’s too difficult to browse through, visitors will likely give up and search elsewhere.

Content
Keep the content on your website current and make sure it displays the most relevant and up-to-date information about your company. Over time your business may have expanded or changed, and outdated information and can be confusing or misleading to viewers.

Accessibility
Website structures need to be reviewed and altered occasionally, so they can be clearly viewed on mobile devices. If your site isn’t accessible on all platforms, you may end up losing potential business – especially with mobile and tablet devices becoming the most common way to access the internet.

SEO
How high does your website appear in search engine results? The structure of your website and placement of keywords can have a huge impact on how easily prospective customers find your site. For example, keywords that feature frequently and prominently throughout your site will help move your site higher up the list of search engine listings and reach a larger audience.

Website users change, so for a redesign to be effective, focus on the areas that need improvement, what works and what doesn’t, and meeting the changing needs of customers.

When was the last time you had a website redesign? I would love to know your thoughts, drop me a line at [email protected] or tweet me @Lava_Lisa.

Lisa Yates is the design manager at Lava, an award-winning marketing agency in Lincoln.