St. Patrick’s Day is almost here and we love this holiday! Whether it’s the hometown parades, the silly hats and glasses, or enjoying adult libations, St. Patrick’s Day has something for everyone. This got us thinking about why it’s a classic example of the role of color in branding. But hold on, did you know:
- Blue was the original color of St. Patrick’s Day! Over time, green became associated with Ireland due to its lush landscapes and the “wearing of the green” during the Irish Rebellion of 1798. As we all know, green is now the predominant color of St. Patrick’s Day for hats, clothes, beers, and dyeing the Chicago River.
- Legend has it that St. Patrick used the green shamrock (a three-leaf clover) as a symbol to explain the concept of the Holy Trinity (Father, Son, and Holy Spirit) and convert the Irish to Christianity.
The Role of Color in Branding and How Tailgate Creative Gets It Right
Color is a powerful communication tool when it comes to brand identity. Any professional marketer will insist on color consistency across the marketing spectrum, including digital, print, video, and product display applications. Fortunately, ingenious designers, artists, and engineers created standards known as PMS, CMYK, and RGB to make it all work.
Pantone Matching System (PMS)
- PMS is a standardized color reproduction system used primarily in print and graphic design. You’ll recognize it as hashtags. For example, the specific green in the Irish flag is 347 C. From America to Zambia, the PMS number does not change.
- It’s commonly used in branding, logo design, and printing projects for precise color matching.
- PMS colors are typically printed using special inks, allowing for consistency across different materials and printing processes.
Cyan, Magenta, Yellow, Black (CMYK)
- CMYK is a subtractive color model used in color printing. CMYK relies on subtracting varying amounts of cyan, magenta, yellow, and black ink.
- It’s used in the four-color printing process by applying various layers of ink to create a wide range of colors.
- CMYK is suitable for full-color printing projects such as brochures, magazines, and packaging.
- While CMYK can reproduce a wide range of colors, it may not precisely match Pantone colors due to differences in ink formulations and printing processes.
Red, Green, Blue (RGB)
- RGB is an additive color model used in broadcast and digital TV, digital displays, monitors, and other electronic devices. It creates colors by combining varying intensities of red, green, and blue light.
- RGB colors are represented as numerical values for each color RGB channel ranging from 0 to 255.
A Perfect Pairing of Colors and Materials
Tailgate Creative takes great pride in our ability to match a brand’s specific color to various materials used for high-end product displays, stands, and retail fixtures. We know it has to be correct, with no margin for error, so we work closely with our clients before going into final production. It’s the same age-old construction principle of “measure twice and cut once.”
Material selection is as important as the brand’s colors to denote a visual sense of style, messaging, and appeal. For example, a client like Frankies Bikinis has a vastly different aesthetic than a client like Dell Computers. Most companies have their own brand guidelines, and we enjoy the research process to determine the most appropriate material for our clients.
Like pairing an exquisite wine with a delectable meal, it’s critical to select the proper materials. We regularly explore diverse options such as acrylic, PVC, metal, and wood. Each has its own characteristics, and we always strive to combine the right material with the best paint or coating to achieve the desired outcome. In some instances, we can use powder coating for metal and select wood projects for a luxurious and long-lasting finish. It’s durable, beautiful, and powerful!
It’s a Material World
When you think about acrylics, it’s common to envision transparent or translucent offerings. But did you know that Taligate Creative can utilize custom-colored acrylics and other plastics? Once you’ve got the code, you’re good to go, and the sublime results always impress.
We can color match a brand’s colors using the Pantone Matching System we mentioned earlier for powder coats and other coatings. It provides a perfect match, and the results are something to behold! Seeing a client’s amazed expression is always a joy when we reveal the final, real-world sample ahead of full-scale production.
Even in the digital age, it’s important to remember the power of print. Print is a tactile medium because you generally have to hold it in your hands, which creates a different relationship with the customer. Using CMYK or PMS systems, we can create color-matched printed materials across multiple different substrates and printing methods.
The Bottom Line
Color and construction elements are powerful communication tools for brand identity and recognition. When marketing across the various mediums of digital, print, video, and retail display applications, color consistency, material selection, and design aesthetics are of paramount importance. Remember that color and design can symbolize and reinforce crucial messaging, and St. Patrick himself recognized the power of visual aids! On this upcoming St. Patrick’s Day, go green (or blue) and raise a glass to celebrate St. Paddy!
Tailgate Creative enjoys working with our clients to deliver their vision for promoting their products in physical retail environments. The process blends various disciplines, from artistic to pragmatic, and every project entails its own unique journey. We’re happy to help guide your way!
How can we help you? Contact us, and let’s find out!
Do you want to learn more about St. Patrick’s Day? Click here.