NRA We Serve America's Restaurants Representing nearly 500,000 restaurant businesses, we advocate for restaurant and foodservice industry interests and provide tools and systems that help members of all sizes achieve success.
    NRAEF Building & Retaining Talent The NRAEF is focused on developing a stronger workforce and building the next generation of industry leaders through education, scholarships and community engagement.
  • NRA Show
    NRA Show May 19-22, 2018 As the international foodservice marketplace, the NRA Show provides unparalleled opportunities for buyers and sellers to come together, conduct business and learn from each other.
  • ServSafe
    ServSafe Minimize Risk. Maximize Protection. For over 40 years, ServSafe® training programs have delivered the knowledge, leadership and protection that have earned the trust and confidence of business leaders everywhere.

National Restaurant Association - Why color is the main ingredient for brand integrity

Skip to navigation Skip to content

Manage My Restaurant

Email Print

Why color is the main ingredient for brand integrity Color defines your brand's perception and consistency builds trust

Choosing a specific color or palette of colors for your restaurant's brand can be a daunting task. Ultimately, your brand's color will define your image as a business. When a person sees a particular color, he or she relates to it in certain ways. One color might make a person feel refreshed and relaxed, while another might make him or her think of stressful situations or powerful moments. That’s why it’s important to evaluate the tone of your menu and atmosphere of your restaurant before making a decision on the primary color of your brand.

Why is color important for my brand?

  • Color defines your brand's perception, and consistency of that color is key. Color consistency builds trust among your customers and increases the value of your brand.
  • Color consistency also eliminates confusion surrounding your brand. People will recognize your brand and know what your company stands for when you achieve color consistency.
  • Color consistency provides you with a better competitive advantage. It allows you to stand out against your competition, which might not manage its branding as strongly.

How can I achieve color consistency success in my printed material?

  • Choose a qualified printer. Not every printing company understands the importance of color consistency when it comes to brand management. Find a print provider that specializes in color management and is G7 certified. Be certain your print provider has a dedicated team to ensure color consistency across all print devices and substrates.
  • Choose one trustworthy print provider and stick with that provider. That eliminates the risk of printed items not matching each other.
  • Always establish a “golden master” either as LAB color, or use Pantone colors in your artwork. Make sure your provider knows to match to them. Pantone is a standardized color reproduction system in the form of a printed guide and allows your print provider to have an accurate reference for matches.
  • Make sure you have greater brand control by using a marketing asset management tool. It allows you to better manage your marketing and brand identity in one place, giving you the control you need over your brand.

There's much to consider when it comes to choosing a brand color for your restaurant, and knowing your target demographic can help. Many brand managers don't realize senior citizens are drawn to blue and green. If that’s the group who frequent your restaurant the most, it might be something to consider when creating your branding strategy.

Perhaps you don't have a set demographic, and you generally want to attract a wide range of diverse diners. In that case, blue might be the color for you. Adults worldwide favor blue more than any other color. Once you decide on a color for your brand, stick with it, own it, and develop your brand around it. That’s the first major decision you have to make when launching your brand identity, and it will have a big impact on the overall success of your restaurant.

This content was provided by Primary Color.

For more information contact Paul Wartman at 949.370.4255 or paulwartman@primarycolor.com

Source: http://biznik.com/articles/color-yourself-successful

▲ Back to Top


We're glad you're here!®

® 2012-2017 National Restaurant Association. All rights reserved.

2055 L St. NW, Suite 700, Washington, DC 20036
(202) 331-5900 | (800) 424-5156