Target your customers not yourself
When deciding on a new or updated brand it’s important that you take an objective approach always considering your target market. Design can be very subjective and it’s easy to get hung up on personal preferences. Colour is classic case that’s often an area of conflict, maybe the ‘Green Cross Code Man’ frightened you as a child (he did me!) and therefore anything in green is immediately gives you bad vibes.
I often present initial ideas in black and white, this allows us to focus on the design itself, colour choices can be added later. OK so you don’t like green, but is it right for your target market, maybe one of the objectives of your brand is to convey a fresh, clean, environmentally friendly feeling, (OK I know that one’s a bit obvious but you get the idea) and so in this case green is a good choice.
Referring to one of my earlier posts this is where the brief can help you by identifying your markets and objectives giving you a reference point to measure the designs against so you can put aside your personal preferences and make sure you are effectively targeting your audience. So when reviewing your brand to misquote Michael Jackson, don’t look at the man in the mirror think of the target in the market