Successfully owning a color is not a child’s play. It is one of the things that make a successful brand stand out in the crowd.
Color is an important, yet often overlooked part of a brand. On a simple level, the colors on the cool side of the spectrum – like blue and green – exude comfort and feel more reserved whereas their warmer counterparts, red and yellow, are bold and energetic. This is especially relevant when it is about branding: on an emotional level, concerning how consumers feel when they see it; but also on a more practical level, with regard to the market standout.
Previously, we discussed regarding Mehmet Gözetlik’s Chinatown project, in which the color played a significant role in brand recognition; particularly in the case of 7-Eleven, Shell, Burger King and Pepsi. This is what they call “the power of color”, but it is not confined to the logo designs. Research has reinforced that 60 percent of the time people will determine if they are drawn in or not to a message, based on color alone! Color enhances brand recognition by 80 percent.
Owning a color is much more than just using it in your logo; it requires skillful planning and execution is required across all essentials of the brand and its promotion. FedEx’s different color schemes is a great example of the “universal” representation of colors. Green stands for ground services; orange represents the high speed and energy of air transportation. Purple has the most recognizable association with Cadbury: Pantone 2685C is formally Cadbury Purple. The association is so extremely ingrained that its marketing can be confident enough to eliminate mention of the brand overall, as in the Black Pencil-winning Gorilla spot of Fallon.