Branding | Advice You Didn’t Know You Needed

I’m here to give you some unsolicited advice before you take your branding from exploratory to execution. As a former Print Buyer and someone who had to deal with upholding brand integrity, I lovingly beg of you . . . please, please, pretty please be mindful of how the visuals of your brand will be executed in the print world before you pull the trigger on the final design. There are a bazillion ways you can get your logo out there, but there are also a bazillion limitations (and opportunities) depending on the technique and medium. Below are a few industry tips that could help avoid required modifications to the brand you’ve worked so hard to establish. You're welcome in advance.

Stick to a 1-color logo – or at least have a 1-color option in your brand arsenal. It will save you money in just about every tangible option, could help maintain consistency in color (keeping in mind that the medium will always affect the color, so work with your printer to understand that ever-changing good time), avoids fighting with a busier design in the background, and doesn’t limit your application.

If an array of colors is the only thing that floats your branding’s boat, then keep in mind that different applications use either PMS colors, CMYK, or RGB. (Say what with the huh?) Basically, PMS (spot) colors are pre-mixed singular colors, CMYK creates your color(s) by mixing percentages of cyan, magenta, yellow, and black, and RGB does the same for the digital world by mixing red, green, and blue. At some point in your brand’s journey, you’ll need all three options. Why does this matter early on? Because converting colors doesn’t guarantee accuracy. You’ll be 27 steps ahead of the game if you research which colors convert accurately without compromising your brand.

Tied into the above, what you see on your computer screen isn’t necessarily what you’ll see in real life. In fact, it’s pretty rare from a print perspective. It doesn’t matter how calibrated your monitor is, when color is critical, it’s worth the expense for professional color work to ensure the colors land where you want. Once you’ve nailed that down, include the specific PMS colors and conversions for CMYK and RGB in your branding guidelines to help with consistency down the road.

Some colors are pricier to print than others. Plain and simple. For instance, metallics, pastels, and fluorescents are typically more expensive and don’t have decent alternatives. On top of that, some applications can’t support those colors at all. Specialized colors are great, but go into it knowing you’ll need a preconceived alternate in your branding guidelines to avoid future hassles.

Avoid gradients and screens because they’ll limit your options. Depending on the printer, anything but 100% of a color could result in banding (that clunky striped look from one shade to another vs. the fluid loveliness you’re likely hoping for). Also, quite a few applications – such as letterpress or embroidery – can’t use anything but a solid color, so fancy gradients or tinted colors would need to be substituted.

Small elements, thin lines, itty bitty type (and too much type) can be significantly compromised or lost altogether. Period. The end.

Explore color theory and color psychology. Colors give people the feels and subconsciously convey an array of emotions. Red is associated with passion and energy and can literally increase someone’s heart rate by creating a sense of urgency. (Think about how many SALE signs you’ve seen using primary red.) Green is associated with nature and growth and tends be calming or convey wealth. Orange is associated with playfulness and brings enthusiasm and positivity. Blue has appetite suppression abilities. (Note to self . . . paint the fridge door blue immediately after posting this.) Black feels expensive and conveys sophistication, whereas white represents purity and integrity. Variations in each color also matter. There’s a ton of research out there that explains the psychology behind colors – good and bad, the color wheel, color harmony, how to use color, how not to use color, and even how the meaning of a color shifts culturally. It’s well worth the journey and I find it fascinating! Plus, you’ll sound super fancy to your friends because “color theory” is just cool to say out loud.

I promise you, thinking of this stuff before you land on the tangible elements of your brand (logo, packaging, colors, etc.) will save you a ton of time, money, and headaches. And you’ll look like a rock star for knowing what’s up from an all-important print perspective. Who doesn’t want to look like a rock star!? Preferably from the 80s. The hair, the makeup, the spandex, truckloads of Aqua Net. Those were the days.