I really enjoy looking online for design inspiration. I think it is important to see what other designers are doing, and to be aware of what is going on in the design world generally. Recently, I have started noticing that there seems to be a bit of a branding trend emerging for a minimalist approach to colour.
It got me thinking, because when you look at my portfolio of client work, my overall design aesthetic is fairly bright and colourful. So, kind of the opposite! Of course this is not true of every project I work on, but I certainly always feel most comfortable when working with colour, and often my favourite projects to work on are those where I get the chance to incorporate colour in a fun way.
At first, I started becoming worried that perhaps my aesthetic was no longer popular. But I know that graphic design should not be about following trends. Instead it is about solving problems and communicating ideas. And anyway, there are (of course) lots of designers still using plenty of colour and lots of brands using colour in very clever ways.
I also started thinking that perhaps clients might start resisting colour palettes they think are a bit risky and only going with "safe" colour options. But it turns out the reason most of my clients hire me is actually because they like the bright work that I have in my portfolio.
I have subsequently come to accept my own colourful design aesthetic. Why be the same as everyone else? Why be “beige”? I love colour and there are so many reasons to use it in branding, especially in interesting or unexpected ways.
Colours convey emotions and feelings, and choosing the right combinations of colours can actually influence how someone thinks and behaves—colour is far more than a simple aesthetic consideration.
It may take courage to use colour boldly, but colour has the potential to make a brand really exciting. It instantly injects personality, and in fact it is often the very first thing that influences a person’s impression or judgement of a brand.
When choosing colours to represent a brand, what's "on trend" really isn't even important. Properly selected colours will define a brand's values, enable greater awareness and really distinguish that brand from its competitors. The power of colour should not be underestimated.
Of course, a colourful palette won’t suit every brand, but it can be a great way to stand out in a world where everything can sometimes start to seem the same—we all consume the same products, wear the same clothes and desire the same aesthetics. Colour is a great way to break out of this “sameness”, do something different and stand for something different.
If you like my thinking and would like to find out more about working with me, I'd love to hear about your big ideas for your business. Get in touch today!