Visual coherence is the maintenance throughout the different designs of a combination of colours selected to represent your company. Its goal is the company’s recognition through the combination of colours, which is present in a given design without the need to have extra information. Visual coherence familiarizes the potential client with the company. In the previous section we have discussed about the selection of colour and how it should be carried out, but what we did not mention is that this selection is many times conditioned by different factors.
Considering this, you will have to consider advantages and disadvantages of adopting designs which keep a visual coherence similar to that one of its competitors.In the previous section we have discussed about the selection of colour and how it should be carried out, but what we did not mention is that this selection is many times conditioned by different factors.
In case you decide to differentiate from the competitors, you should bear in mind that a design has not to be different physically but conceptually. What do we mean? The design of a Logo or of any element of the corporate identity as well as the visual coherence taken cannot differentiate your company by itself, but what will differentiate your company is the transmission of a different concept.
If you want to differentiate from your competitors, you do not have to go to a designer in order to create a different design for your company from classic concepts of the other companies that take part in the area. On the contrary, you should give the designer a concept, an idea or a distinctive characteristic of your company so that he can design from it. Differentiation comes from the concept not from the design. If you propose the same values for your company that those of your competitors, the designer will be forced to choose the shapes of classic designs with which consumers are familiarized with. However, if you propose different values to those of your competitors to represent your company, the designer can innovate the design by achieving a different and differential element.