People have always been protective over their favorite colors since childhood, so it’s no wonder that brands aren’t just as possessive over their colors. Brands and labels should mark their territories with color choices that speak to the brand’s personality and targeted consumers.
The mosaic of colors on the color wheel should be used with a strategized intent and purpose. If your brand is predominantly made up of men, you probably wouldn’t want to make their least favorite color, purple, the presiding color. Likewise, if women make up most of the buying group, orange wouldn’t be the best color to lean towards. Other than gender differences in color perception, there are also cultural differences to consider. These considerations, among others, should achieve brand persuasion. The product and the named color(s) used must be believable, convincing and worthy enough of being purchased. No matter how crafty a product is, the colors used can make or break its success. Wisely chosen tints, hue and shades can be used to help solidify brand recognition, which will hopefully lead to brand persistence for products.
An abundance of brands have effectively staked their colors among the overload of labels, and there are a few that we can all take notes from.
Red: The use of red in branding can be overly saturated in
Studies show that red increases one’s heart rate and can adversely result in impulse buying. Would the bold, capital letters of the word “sale” really be as effective against any other color other than red? The spirited precisely cut red tag creates an unmistakable urgency to yield to the deal.
Red is also symbolic of warmth and affection —something that Coca-Cola has successfully exemplified for years. A prime example would be its pitch to the world to “Share a Coke.” This promotes closeness,
Blue: It’s not as gloomy as some would think. Cool, calm and collected is the feeling some of us get when overlooking the peaceful blue skies in Arkansas or the pure blue of the ocean. Many businesses use the color blue to signify being trustworthy, reliable and wise. The prominent blue in the logo of Hank’s Fine Furniture
Green: Like its close counterpart blue, green embodies peace. It also signifies wealth, growth, nature and health. The use of green is represented in CHI St. Vincent’s logo and in the color scheme of its website. CHI St. Vincent promotes health and wellness that’s evident from its mission and use of color.
Yellow: Yellow is an extremely versatile color. On one hand, it’s a cautionary color seen with the yellow and black radiation symbol, police tape and the advisory yellow of the stoplight. On the other hand, yellow is youthful, optimistic and fresh. The “I’m lovin’ it” campaign and smiling face of Ronald McDonald of McDonald’s encourages a positive, cheerful attitude.
Orange: Orange represents exuberance, creativity, and fun, all of which is manifested into Home Depot. Home Depot inspires creativity for the do-it-yourself person. When you walk into a store, it’s evident that it’s a vibrant place full of endless possibilities for you to make changes in and around your home.
Purple: Purple is generally associated with nobility and royalty; however, the use of a product’s distinctive color can successfully be used to market and differentiate itself from
Written by Samantha Butler