Comments on: How do you bring color selection out of the realm of subjective client preferences and into the concrete, strategic arena? http://www.processedidentity.com/discussion/how-do-you-bring-the-%e2%80%9ccolor-selection%e2%80%9d-question-in-identity-design-out-of-the-realm-of-subjective-client-preferences-and-into-the-concrete-strategic-arena-how-do-you-sell-a-color-pa/ Creative Process of Logo and Brand Identity Design Wed, 25 Jan 2012 00:58:08 +0000 hourly 1 By: Paul Haft http://www.processedidentity.com/discussion/how-do-you-bring-the-%e2%80%9ccolor-selection%e2%80%9d-question-in-identity-design-out-of-the-realm-of-subjective-client-preferences-and-into-the-concrete-strategic-arena-how-do-you-sell-a-color-pa/comment-page-1/#comment-59 Paul Haft Fri, 19 Feb 2010 03:10:38 +0000 http://processedidentity.com/?p=317#comment-59 Thanks for the additional comments and interest, my new website will be up in a few weeks, www.haft2.com and the content focuses specifically on colour and branding. It will provide high level thoughts on the methodology. I'd also be interested if anyone would like to help test my methodology against their current process, I'm looking for some specific examples for the book to provide additional measurement of the value. Please let me know. Regards, Paul Thanks for the additional comments and interest, my new website will be up in a few weeks, http://www.haft2.com and the content focuses specifically on colour and branding. It will provide high level thoughts on the methodology. I’d also be interested if anyone would like to help test my methodology against their current process, I’m looking for some specific examples for the book to provide additional measurement of the value. Please let me know. Regards, Paul

]]> By: Tim Lapetino http://www.processedidentity.com/discussion/how-do-you-bring-the-%e2%80%9ccolor-selection%e2%80%9d-question-in-identity-design-out-of-the-realm-of-subjective-client-preferences-and-into-the-concrete-strategic-arena-how-do-you-sell-a-color-pa/comment-page-1/#comment-58 Tim Lapetino Tue, 16 Feb 2010 16:37:38 +0000 http://processedidentity.com/?p=317#comment-58 Yes, Paul. I'd love to get more info on your color methodology too--please enlighten the community, if you wouldn't mind. :) Yes, Paul. I’d love to get more info on your color methodology too–please enlighten the community, if you wouldn’t mind. :)

]]> By: Steve Zelle http://www.processedidentity.com/discussion/how-do-you-bring-the-%e2%80%9ccolor-selection%e2%80%9d-question-in-identity-design-out-of-the-realm-of-subjective-client-preferences-and-into-the-concrete-strategic-arena-how-do-you-sell-a-color-pa/comment-page-1/#comment-57 Steve Zelle Tue, 16 Feb 2010 16:36:02 +0000 http://processedidentity.com/?p=317#comment-57 We often talk about the personal preferences of the client but I find as a designer my preferences can cloud judgement as well. Having a strategy to refer to and confirm the appropriateness of every decision is key. Paul — I would love to see you write an article for Processed Identity giving more insight into your methodology and book. We often talk about the personal preferences of the client but I find as a designer my preferences can cloud judgement as well. Having a strategy to refer to and confirm the appropriateness of every decision is key.

Paul — I would love to see you write an article for Processed Identity giving more insight into your methodology and book.

]]> By: Tim Lapetino http://www.processedidentity.com/discussion/how-do-you-bring-the-%e2%80%9ccolor-selection%e2%80%9d-question-in-identity-design-out-of-the-realm-of-subjective-client-preferences-and-into-the-concrete-strategic-arena-how-do-you-sell-a-color-pa/comment-page-1/#comment-56 Tim Lapetino Tue, 16 Feb 2010 14:24:11 +0000 http://processedidentity.com/?p=317#comment-56 Well, to answer our own question, we've found that often clients like to wrap their color choices around their personal preferences. We don't confront clients, telling them their tastes aren't good--just that they're not as important to the project. Yes, we want them to be happy with the final mark, but we re-frame the issue to focus on the audience. Will this color scheme speak to the audience? Will it help you stand out from the competition? Does it reflect your brand accurately with emotional color associations. Like Paul Haft mentions about, it's about going back to the strategy--and few good clients would want to argue with that. Well, to answer our own question, we’ve found that often clients like to wrap their color choices around their personal preferences. We don’t confront clients, telling them their tastes aren’t good–just that they’re not as important to the project. Yes, we want them to be happy with the final mark, but we re-frame the issue to focus on the audience. Will this color scheme speak to the audience? Will it help you stand out from the competition? Does it reflect your brand accurately with emotional color associations. Like Paul Haft mentions about, it’s about going back to the strategy–and few good clients would want to argue with that.

]]> By: Paul Haft http://www.processedidentity.com/discussion/how-do-you-bring-the-%e2%80%9ccolor-selection%e2%80%9d-question-in-identity-design-out-of-the-realm-of-subjective-client-preferences-and-into-the-concrete-strategic-arena-how-do-you-sell-a-color-pa/comment-page-1/#comment-55 Paul Haft Mon, 15 Feb 2010 20:18:41 +0000 http://processedidentity.com/?p=317#comment-55 I love your question and I've been asking other designers and agencies the same question over the last year as part of a book I'm writing on the subject. Over the last 10 years, I've developed a colour strategy and application methodology for brand identities. Basically, it involves 4 steps, each critical to ensuring successful by-in from all decision maker levels. Once the colour conversation is taken away from decorative into strategic with solid, evidence based knowledge the rational for colour selection is rarely debated or challenged. Not only is it important to do a competitive colour mapping process, it's equally important to understand related research that may apply to your decision for selecting colour. If you're interesting in chatting more about colour, email me paul@haft2.com I love your question and I’ve been asking other designers and agencies the same question over the last year as part of a book I’m writing on the subject. Over the last 10 years, I’ve developed a colour strategy and application methodology for brand identities. Basically, it involves 4 steps, each critical to ensuring successful by-in from all decision maker levels. Once the colour conversation is taken away from decorative into strategic with solid, evidence based knowledge the rational for colour selection is rarely debated or challenged. Not only is it important to do a competitive colour mapping process, it’s equally important to understand related research that may apply to your decision for selecting colour. If you’re interesting in chatting more about colour, email me paul@haft2.com

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