Strategic color design for brands

Colors are among the strongest and fastest brand signals. They shape trust, identification, orientation and purchasing decisions. Nevertheless, color decisions in many companies and by creatives are not made strategically, but often out of habit or taste.

This leads to:

weak recognizability
Inconsistencies across touchpoints
higher costs in design & communication
Missed opportunities for customer acquisition and retention
wasted brand power

This intensive seminar teaches how color shapes brand perception and buying behavior and how companies can use color strategically, systematically and evidence-based. The seminar provides orientation, imparts knowledge and enables decision-making for the more effective use of color in brand communication, product design and sales.

Learning objectives

You learn concretely

How color influences trust, brand personality and buying behavior
how color impulses become brand codes and how they work
how psychological color impact can be measured at touchpoints
how to recognize inconsistencies and risks
how strategic color systems are developed and successfully implemented

Target group

Responsible persons from

Corporate management
Marketing, Brand, Communication
Distribution
Product & Industrial Design
Architecture & Interior Design
Experience & Service Design
Agencies & creatives
Anyone who wants to use color strategically

Speakers

Prof. Dr. Axel Buether
Leading expert in evidence-based color psychology and strategic color design. As Professor of Visual Communication at the University of Wuppertal and Director of the Institute for Evidence-Based Color Psychology, he combines perceptual psychology, neuroscience and design. His work shows how color has a measurable effect on perception, behavior and well-being – and how this results in effective color strategies for brands, spaces and products.

Olaf G. Hartmann
Expert in evidence-based brand strategy, brand experience and multisensory brand coding. As founder of the Multisense Institute, he combines the latest findings from psychology and neuroscience with many years of consulting experience. His focus is on developing effective brand strategies that can be experienced consistently across all the senses and generate lasting brand loyalty. Listen in: Markenkraft – The podcast about brand management and brand research, Read in: Brand power through brand experience: design, measure, manage successfully.