The Comparative Study Of Color Design In Corporate Identity

With the enhancing of brand awareness in Chinese market, Chinese enterprises grow more and more attention of how to establish and enhance the brand image. With similar products in this market, it is extremely important for brand image of an enterprise can quickly cut into the market, and make consumers be familiar. The alternative cultural ideas and values inherent in Brand image can not be mocked, and this is an important aspect of consumer choice of products.The growth of human experience can not be separated from color. The bonding procedure with nature grows the understanding in the formation of some of the common features of human color perception. This gives color different meanings. As a corporate identity design, color has a unique symbol of emotional expression and cultural semantics. Emotions that expressed by colors is a spiritual guide goods. Proper usage of color and reasonable emotional expression can not only enhance the commercial value of the product, but also enhance the corporate image and recycling. "America’s famous seven seconds rule tells us: consumers in the selection of merchandise, they only need seven seconds to determine whether or not interested in the commodity. And in this short seven seconds, color plays an important effect which accounts for 67% of the successful selling. The success of using color can attract up to 40% of customers for businesses and in terms of people’s cognitive understanding can improve 75%. " Thus, it is certain that the color can produces a mysterious and powerful communication force, and is a competitive market which can not be ignored. It is also an important weapon winning enterprise market in economic competition. We can say that in a market economy, the color has become a must-know language in the contemporary world with the main influence on the visual information.In China, many companies only think color is important in the corporate name and logo, and for color and other characteristics of the corporate image is not enough. Companies haven’t paid enough attention in terms of their own brand color system for the sake of their corporate culture and market positioning. This resulted similar image and logo in many domestic brand and thus don’t have a valid identification in the minds of consumers. For an enterprise, the color of brand image is not just a color itself. It is also a link to connect consumers and products and companies. How to let consumers know more and remember the brand is not only the key in corporate identity, but also the truly reflect aspects of the brand value.This article based on the color of two brands: Mengniu and Yili in color identification system in the enterprise application analysis, reflects the more explicit terms to study the importance of color for a brand. And thus by the color of the function, the commercial value of the properties of color, color psychology, as well as a variety of color effects brought about, better address the problem of Mengniu and Yili brand recognition system.