What does a color consultant do?
What does a color consultant do?
It's quite simple, but it's not easy. In short, a color consultant specializes in the complex effects of color and creates color solutions for a client's goals.
What are the complex effects of color that a professional color consultant resolves?
A color expert creates an attractive color design - one that engages us. But there's more to it than that. A color consultant combines color psychology, current trends, demographic statistics, and color design theories to come up with a successful informed solution. Add to that mix the science of visual and physiological effects – how color affects the human body – and you have a big picture of how color consultation works.
We compiled a list of common challenges that you may be facing with color. This may point the way to a solution within your organization or they may help you decide if you would benefit from consultation with a color professional who can solve any or all of these color challenges .
Common Color Challenges
Trends or Classic Colors
Innovative or Tried and Tested Classic Colors?
What's the best color approach to engage people and get them to experience your product or business successfully?
Are you concerned about trends? If so, do you have up-to-date information on trends that apply to your business sector? Are you assessing the longevity of the color trend as it applies to your situation?
A golden rule: No trend applies to all consumers, all of the time, and the 'new' isn't always better than the 'old."
Will a fresh new look or a modification of your existing color design bring the best results?
Could a "visionary" color work – or could it muddle your message?
Should you begin with classic colors and add combine them with an innovative color or a color trend?
A color consultant can help you find the best direction for colors that will work successfully for you.
Are the colors of your design – the product, packaging, brand, logo, web or other design – similar to your competitors?
If so, should you consider a different color?
Should the colors be radically different? Is this risky?
How can you resolve this?
A color consultant can help you research colors in similar industries and point you in the right direction.
Are you targeting a specific age group, gender, or nationality?
Do you have up-to-date information about color perceptions in the specific demographic group?
Are there people on your team who are the same age, gender and nationality as the customers you're targeting? If not, how are you assessing the message that the colors will convey?
Color Variations & Combinations
Have you considered the variations of a color?
For example, there are many shades of green. Some are leafy, some are watery, some are regal, some are comforting, and some are vibrant and refreshing. Every color has a range of distinct personalities.
Consider this: You could begin with a tried and tested color and then shift it into a new identity.
If you're considering one or more colors, is the color combination effective?
Color combinations create new relationships and meanings. For example, the effects of red and blue are quite different from red and green.
A color consultant with a background in design can help you select the right shade of a color and the right color combination for your project.
Decisions & Conflicts
How are you making the decision about colors?
Does the CEO have a say in the color decision?
Does your team have conflicting opinions?
Do they have a background in color design and color psychology?
Whose opinion matters the most?
People do have strong feelings about color. These are appropriate for personal purposes but may not apply to business. However, they may provide good directions for an objective assessment of the color(s).
A color consultant can help resolve any conflicts and help your team find a winning solution
Would objective input from a color professional help you make the decision?
In conclusion, a color consultant can clarify the issues and work with you to define the best color solution for your goals.
Learn more about the Color Consultants at Colorcom
Please contact us and tell us about your color project. We'd like to hear about how you're working with color and if you need solutions or suggestions for any part of the process.