Brand
Your colours, we read them.
We do not choose a craftsman’s colours. We find them on the shop front, the materials and the logo, then we check they can be read on a phone.
Your customers have known your colours for years, long before your website: the paint of the shop front, the van, the business card. A palette invented for the occasion pleases for a week. A palette that is read looks like you for years.
Where we look for them
- The shop front and the sign, in daylight.
- The materials of the trade: tiles, wood, the steel of a counter.
- The existing logo, even an old one.
- What your customers photograph and post.
What we keep
Three colours are usually enough: a ground, an ink for the text, an accent. For Art et Carrelage, a tiler in Chessy, the palette is chalk, ink and graphite. For Le Tacos de Lozanne, two reds and a black, read on its own material.
Then we measure
A colour must be readable in full sun, on a phone. We measure the contrast between text and its ground with the formula of the web accessibility guidelines (WCAG 2.2). They ask for at least 4.5 to 1 for body text, and 3 to 1 for large text.
An example with our own palette: our ink on our linen ground reaches 15.8 to 1. Our beige, the sand of the logo, reaches only 1.5 to 1 on that same ground. So it is kept for lines, marks and a few words of large titles, never for body text.
A palette invented pleases for a week. A palette read looks like you for years.
