While marketing as a concept remains ancient, the advent of sophisticated research practices and the availability of extensive data have sharpened marketing like never before. We can use this data and research to evaluate several aspects of branding and marketing such as symbols, designs, patterns, and taglines. However, the focus of this post is the importance of color for companies and brands for their branding and marketing functions. Let us discuss the psychological impact of the colors we come to use to market ourselves.
Colors, Emotions, and its Impact
Let us approach the subject by assessing the colors employed by popular brands and the possible reasoning behind why they employ the colors that they do.
Example I: Red
We come to associate the color ‘red’ with excitement and boldness. Is it really a surprise that brands such as Coca-Cola, YouTube, and the Rolling Stone have found such remarkable success with the color ‘red’? Imagine brands such as the Animal Planet or Tropicana attempting to base their brand around the color red. Does that thought sit well with you?
Key takeaway: Discard those colors not compatible with your offerings and the emotions it triggers in your customers.
Example II: Yellow
Just like the glorious summer day, yellow is associated with happiness and optimism. Now, think about the brands that have based their marketing and branding theme around yellow. We have McDonald’s, Nikon, and Schweppes as notable examples. The key takeaway here is assessing the nature of your product and the themes associated with that color. Companies can integrate these themes into the promotional products they offer.
Key takeaway: Shortlist the colors that define your brand’s essence.
Example III: Orange
Orange? Why would one want to base their brand on the color orange? Well, the answer is that perhaps the demographic the brand is trying to attract find orange attractive and friendly. Consider the success of brands such as Nickelodeon, Fanta, and Harley Davidson.
Key takeaway: Consider what your target demographic might appreciate.
Example IV: Black & White
If you believe that basing your brand around seemingly ‘dull’ colors such as white, black, or grey is akin to a marketing blunder, you must re-evaluate your position. How does one explain the success that celebrated brands such as Apple, Wikipedia, and Mercedes have found over these years? The answer is that black, white, and grey are evergreen classics that one associates with sophistication and taste. Imagine Mercedes or Apple attempting their marketing campaign with a purple logo. Well, we’ll leave you to it.
Key takeaway: Your colors must not alienate your target demographic. Colors such as black and white do justice to the sophistication of your brand.
Example V: Pink and Blue
We’re aware that this is a controversial territory since so much has already been said about the quintessential colors that have defined the preferences of boys and girls. However, there is still substance to the notion that each gender has its distinct preferences. Barbie cashed in on the fact that ‘pink’ is an instant hit among girls, and similarly, Gillette had little difficulty adopting ‘blue’ in order to attract the boys.
Key takeaway: Consider gender preferences when you’re marketing a gender-specific product.
From the examples we have shared above, we can clearly see there’s a reason why companies adopt specific colors to suit the essence of their brand. Contact us to learn about our range of services, we offer branding services suited to your specific needs.