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? Consider this:
Vision is by far our dominant sense – and attractive color designs engage 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.
Instead of rambling about our expertise, we compiled a list of common challenges that you may be facing with color. (Most of them are situations our clients have experienced.)
Common Color Challenges
This list 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 — and maybe spot an issue that is not on this list..
1. Confusion about Trends & Classic Colors
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."
Innovative or Classic Colors?
What's the best color approach to engage people and get them to experience your product or business successfully?
Will a fresh new look or a modification of your existing color design bring the best results?
Are you concerned about color stereotypes? Could a "visionary" color work or could it muddle your message?
Are the colors of your product, packaging, brand, or logo 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?
3. Demographic 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?
4. Color Complexity
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.
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.
Does your team have conflicting opinions? Do they have a background in color design and color psychology? Whose opinion matters the most? Would objective input from a color professional help you make the decision?
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).
In conclusion, a color consultant can clarify the color issues and help you define the best color solution for your goals.