- Video
Your favourite colour is not a brand strategy
My favourite colour is orange. That doesn’t mean your brand should be.
▶Play the video: Your favourite colour is not a brand strategyWhen you hire a professional designer, they don’t have a favourite colour. All right, mine’s orange. But it doesn’t come into it.
A designer chooses the colours, the fonts and everything else for what’s right for your market. We might pick pink if pink is right for your industry, or for the audience you want to reach. We won’t pick it because your uncle’s daughter’s brother likes pink.
And that works both ways. Your job is to not do the same thing. If I show you a logo and you say “I don’t like pink, it’s not right”, remember the designer didn’t pick it because he likes pink. He picked it because it’s right for your market.
The useful question isn’t whether you like it. It’s whether it’s right for the people you’re selling to. Personal taste only gets you so far.
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Read the full transcript
When you hire a professional designer, they don't have any favorite colors. Okay, my favorite color is orange, but when you hire a designer, they're not bothered about their favorite color. They're going to choose the colors, the fonts, everything else that's most appropriate for your market. So, we might choose pink if it's correct for your industry or correct for the audience that we want to appeal to. We certainly won't pick pink just because my uncle's daughter's brother prefers pink.
And that's your job, as well, to not do the same. So, if I present you with a logo and you say, "I don't like pink. It's not right." The reason the designer has picked it is not because he likes pink. It's because it's right for your market.