As I mentioned in my previous post, I decided to make a series of articles regarding the corporate design elements on practical examples. In this post I will analyze the corporate colors of the company 1010TIRES on their business card. When it comes to identifying your brand, your logo and your corporate colors are probably the first things your customers will notice. The implications of color’s effect on people’s emotions is very important. Your customers’ connections to certain colors could increase the effectiveness of your company’s branding methods.
According to research complied by web design and marketing company WebPageFX, people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone. In fact, almost 85% of consumers cite color as the primary reason they buy a particular product, and 80% of people believe color increases brand recognition.
Subject: Business card and tread depth key indicator
Element: Corporate colors
About the company: Canadian company, tires and wheels dealer.
Reason I decided to analyze: Have you ever wondered when it’s time to change the tires on your car? Probably when they reach a certain limit of their lifespan. Probably, when tires do not meet the needs and do not provide the optimum safety. When the tire is exhausted, the braking is extended, the fraction is multiplied, the tires grip is getting worse, especially on wet surfaces. To check the depth of the tires’ profile, there are a so-called “bridges” that connect to the canal when the tire is crannied. We can do this also with the help of various measuring instruments or even coins. The Canadian company 1010TIRES has come up with an ideal graphic solution for its business cards, as the card itself is the measuring instrument for the depth of the tire canals or ”tread depth” as they call it professionally. So their costumers can check at any moment the quality of their tires. Such a card will generally be held by the customer in the car and will not be thrown away or get lost, therefore its primary function is also satisfied.
CORPORATE COLOR ANALYSIS:
Black background: Symbolism’s of black color are: elegance, formality, mystery, depth, dramatics, seriousness, …
In graphic design the use of black color gives the impression of refinement and elegance. Provides a sense of perspective and depth. I believe that the designer had chose the black color for the background because the color of the tires is black. During the braking, tires are leaving a black mark on the road. Regarding the dramatic and seriousness of black color, I am connecting this with the danger of extinguished tires. It also has to do with increasing the awareness for the safety of driver and passengers.
Yellow as a part of logo:Yellow is the color of the sunlight. Yellow is symbolizing: optimism, happiness, idealism, intellect, fast learning and enthusiasm.
In design, yellow is very effective color in order to attract the attention. It is used to highlight design elements. It usually requires a dark background to reach the highest expression. I believe that yellow logo on the black background is quite effective and expressive. The designer was probably inspired by the yellow stripes on the motorways that are used for alerting and warning drivers.
White as part of the logo and informative elements: White is the color of perfectness. White is symbolizing: security, clarity, simplicity and morality. In this visit card is very well placed on a black background. It almost looks like 1010TIRES is presented as our guardian white angels who are on mission to save lives. We must not ignore the fact and impact of exhausted tires on our safety on the road.
Rest of the colors that appears on graphic illustrations:
The green part on the chart: It points to safety, and that tires are in the right condition.
The yellow part on the chart: Call for caution because the tires are not in the best condition.
The red part on the chart: Calls for danger and urgent need for tire changing.
Tread depth is a key indicator of a tires performance and safety. So when your business card doubles as a tread depth gauge, it’s clear you are serious about both. This business card can effectively measure the tread depth on most conventional tires to determine if they need to be replaced or can continue to be used safely. The business card is designed by Spring advertising.