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The Power of Displaying Your Brand’s True Colours
- BenQ
- 2020-09-13
Embrace Precise Colour Reproduction as Your Silent Sales Partner
The importance of colour in a retail scenario cannot be overlooked. The most famous brands of the world rely on the exact representation of their logo and unique colour scheme to inspire confidence in their customers, especially in crowded area like shopping centers where grabbing customer attention can be a hard thing to do. Even when the shape of the logo or one of the colours is slightly off, it can lead to confusion and doubt with a potential customer and make them lose interest within a matter of seconds.
Another example is when companies change their logo or use different colour schemes for different countries, this is something that needs to be communicated well in advance and thoroughly, in order not to lose their customers. All of the aforementioned reasons show the importance of colour in brand messaging and how easy it is to alienate end users when making incorrect decisions.
How to Ensure Colour Consistency
A potential challenge when designing advertisements or rebranding is ensuring that the colour on the designer’s screen is accurately represented in the end result. Especially when creating digital content it often happens that the initial design is not reflected properly on in-store screens, alienating potential customers in the process. Research shows that eighty-six percent of designers have little to no knowledge of the manufacturability of colour in their workflow. Brands need to provide explicit instructions to those who will produce the final product, effectively “closing the knowledge gap” between those designing and those producing the product.
A helpful partner in making sure to get brand colours just right is Pantone. Pantone provides a universal language of colour that enables colour-critical decisions through every stage of the workflow for brands and manufacturers. More than 10 million designers and producers around the world rely on Pantone products and services to help define, communicate and control colour from inspiration to realization.
Its widely adopted colour matching scheme enables brands to find their perfect combination of colours that stand out immediately in any situation and brief this to their partner to ensure uniformity in brand communication.
How to Get the Right Colours Out There
Picking the right brand colour and designing a stunning digital ad with it is but the first step and the effort is wasted if in the end the reproduction in the physical store is sub-par due to the installed devices not being able to transmit the message properly.
A good way to circumvent colour inaccuracy in retail stores and losing customer attention is by using Pantone Validated products, products thoroughly tested on their ability to exactly display the colours as intended by designers and therefor offering the best experience possible. This validation has been around in consumer monitors for a while now but recently this range expanded when the BenQ SL02K series received the Pantone Validated certification as the first digital signage series ever. Installing a member of the SL02K series will surely raise the attractiveness of any retail store by offering vibrant, lifelike colours and be the perfect host for high quality brands as they will be represented exactly as intended.
Further Insights
We recently held a series of webinars in which representatives of BenQ and Pantone outlined the power colour has for retail as a silent sales partner. This webinar in English can be watched back in full here.
In the future we will handle more topics on colour so keep an eye on our website or sign up for our Digital Signage newsletter here.
Interested to find out how the SL02K series can help you in retail? Email us at: bqeu.retail@benq.eu to apply for a product demo.
