Choosing colors when developing company identity

Abstract

The purpose of the study is to learn how to choose the right colors when creating a corporate identity and logo. The subject is how the right color scheme works, how it affects potential customers and what colors are currently in trend for identity development. Identity is vital for forming an image that will be memorable. A properly designed identity significantly increases a company’s chances for development, popularity and recognition, while the wrong one can discourage customers from making a purchase. In addition, corporate colors should be associated with the company image and echo its name, origin and, finally, we should keep in mind that each color has its own meaning.