¿Vas a iniciar un negocio y estás pensando con qué color identificarlo? ¿Importa el color? ¿Puedo elegir el que quiera, independientemente del rubro al que pertenezca? ¿Los colores comunican emociones? Los colores son un elemento muy importante en la construcción de un signo marcario, pero antes de elegirlo se debe construir la marca y por eso es necesario que hablemos de branding.
¿Qué es el branding?
¿Escuchaste alguna vez hablar de branding? El branding, es un anglicismo empleado en mercadotecnia para referirse al proceso de construcción de una marca, en el cual se integran de modo estratégico los activos que componen a la marca incidiendo en el valor de la misma y su vínculo con el consumidor. Una marca en general se compone con los siguientes activos: un símbolo, denominación, color y tipografía, que actuando en conjunto y logrando sinergia comunican el significado de tu negocio.
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El branding es entonces, el proceso que le da nacimiento a un signo marcario y tienen por objetivo posicionar de manera inteligente y atrayente en la mente de los consumidores. En el branding intervienen entonces: el diseño, el posicionamiento y la relación con el consumidor. Este último aspecto es fundamental porque será el que marca el éxito o fracaso de la misma.
¿Cómo elegir el color para mi marca? Los colores en el branding
El color es uno de los activos en la creación de la marca, por lo que desempeña un papel trascendental en la vida de la misma. El color, en su sentido epistemológico, hace referencia a un fenómeno físico por el cual, a través del sentido de la vista percibimos estímulos de luz que impactan en nuestro cerebro y de esta forma se interpretan. Los colores identifican, transmiten sentimientos y poseen significados, pero eso no quiere decir que todo esté escrito y definido; en el mundo de la creatividad todo es posible.
Las funciones del color en una marca
Durante la construcción de tu signo marcario, el color se debe pensar en relación al propósito de tu marca, a los valores y creencias que la identifiquen, en conexión con el producto o servicio que vayas a comercializar, y con el público que querés conectar.
De esta manera, el color cumple una doble función: por un lado, sirve para diferenciarte de tu competencia, pero también para identificarte. Ayuda a la identificación cuando actúa en conjunto con la marca gráfica, es decir junto con los demás activos que la componen. El color por sí solo no transmite ideas y sentimientos. Lo que queremos decir, es que si bien importa conocer sobre la psicología del color y lo que transmite cada uno, el color de modo aislado (fuera de contexto) no representa una idea, sino que lo hace en relación.
Los prejuicios de los colores
El color rojo puede expresar amor, pasión, pero también comunica alerta, miedo entonces no se trata de que cada vez que vemos un elemento rojo pensamos o nos conectamos con esas emociones, sino que lo hacemos en relación a un contexto. Por esta razón, los colores que vayas a elegir para el branding de tu marca, debe ser analizado en contexto de tu marca junto a los demás elementos que la componen.
Es importante despegarse de esos mandatos taxativos, estrictos sobre el color que le cierran caminos a la creatividad, el uso cultural del color necesita ser derribado y combatido. Vivimos tiempos cambiantes, revolucionarios y desde la creación es posible cambiar, transformar y cautivar a la audiencia. De hecho, los consumidores exigen cada vez más marcas modernas que los enamoren.
Los códigos de color por producto no son tan generalizados como creemos, de hecho, hay mucha mala prensa al respecto. No todos los productos para mujeres necesitan tener color rosa, ni todos los desinfectantes deben presentarse en un envase amarrillo. Se trata de un uso cultural del color que puede obstaculizar una oportunidad para que tu marca se diferencie.
Los usos de los colores cambian con el paso del tiempo, como cambian las modas y por eso es importante que en este proceso creativo seamos flexibles y adaptativos para construir la identidad que tu marca se merece.
No olvides que no existen colores prohibidos. El punto clave para lograr un branding exitoso radica en estudiar cuál es el color que más le conviene a tu marca. ¿Uso el amarillo como la competencia o me diferencio?
Recomendaciones en el uso de colores para el branding de tu marca
Antes de irnos te queremos dar 3 recomendaciones para abrir tu mente y liberarte al momento de construirla:
No descartes colores por usos y costumbres.
No descartes su color por su uso universal, porque para que adquiera significado debe analizarse en contexto con la propuesta de tu marca en funcionamiento.
Colores diferentes dentro de tu rubro abren la posibilidad a la diferenciación.
Crear una marca es un proceso. Requiere de planificación, e indudablemente de profesionales especializados para lograr comunicar tus valores. Los profesionales podrán comunicar la esencia de tu marca, y por sobre todo conectar con tu audiencia. ¡Si estás en ese momento y tenés dudas consultanos!
¿Ahora, qué opinas sobre el color de tu marca? ¿Conocías estos aspectos del color? ¡Te leemos!
