pay more attention to the colours you use This is the ninth in a series of ten thoughts on the visual aspects of marketing. The primary focus for the balance of this series will be brand identity – corporate identity – logos – or whatever you want to call them. I hate all of this […]

pay more attention to the colours you use This is the ninth in a series of ten thoughts on the visual aspects of marketing. The primary focus for the balance of this series will be brand identity – corporate identity – logos – or whatever you want to call them. I hate all of this jargon, especially when it implies some non-existent science or logic. While few people have the skills to differentiate a good advertisement from a bad one, most think they do. While few people have the skills to differentiate a good brand identity from a bad one, most think they do. The fact remains, subjective judgements on advertising and brand identity are rarely of any value at all. I do not care what you like, I only care what will work. That said, there are less subjective criteria that impact the effectiveness of a brand identity, and…