HipTip #5: What about colour?

Colour choice is sooooo important in your logo and branding. I’ve said it before

and I’ll say it again. Just because you like pink, doesn’t mean its the best choice for your audience. Graphic designers who are classically trained study colour theory. You’ve probably heard “Red means power”, or “Black represents mystery”.

There is so much more to it than that. In fact, colour meanings can change culturally. For example, in China, white is the colour generally associated with death, whereas in America, it's black. I have studied colour in depth and what is most important in branding is that you have a good designer who understands colour and can pass on those understandings to the client. It's also important to have someone who knows the complementary colours that can and should be used with main colours.