Colour Theory

The simple rules for the brand colour theory are to always lead with the primary colours and to use the secondary colours to create and enhance the visual tone of voice.

Outside or Inside the Ecosystem?

This should be the first question you ask when deciding on the colour approach to use.

It refers to the the location of the intended target audience for any marketing or communication material.

Outside

If the target audience is outside the ecosystem that means that the communication items may be their first point of contact with the Positive brand. Therefore the brand should always be represented with a high proportion of the primary blue colours

Items could include:

  • Advertising (banner, Facebook, printed, etc)
  • Business cards
  • External office signage
  • Event banners
  • Website home page
  • Online landing pages

Inside

If the target audience is inside the ecosystem that means that they have already engaged in some form of interaction with Positive Real Estate and are now receiving communication items further down the sales process, or they may be a client now.

Therefore the brand can be more flexible with more inclusion of the secondary colours to enhance the communication of specific messages and services.

Items could include:

  • Subscription emails to existing clients
  • Sales brochures
  • Website pages other than home page
  • Blog posts
  • Mentoring content
  • Mentoring Facebook group
  • Facebook posts
As people come into contact with the Positive brand it should be represented with the primary blues.

Incorrect Use

Do not use a high proportion of secondary colours when communicating outside of the eco system.