The most prominent brands in the world are defined by their colours. McDonald’s golden arches, Coca-Cola red, BP green. Entire slogans have been made around colour — like UPS, “What can Brown do for you?” These companies have succeeded in creating a visual identity for their brand by strategically using colour in their logos, websites and products.
The colour you choose to represent your company is an essential character in telling your brand’s story. Our brains are designed to respond to colour. Once we identify pigment, a chemical reaction in our brain produces an emotional response, and these emotional responses trigger a multitude of thoughts, memories and associations with people, places and events.
Because of the emotional identification to colour, integrating it into your brand will help achieve the highest level of impact. But conveying a simple idea of meaning and differentiation compels us to select a colour that properly fits your brand positioning. Your colour scheme must represent your target audiences’ emotional associations and desires, plus how the value proposition or promise of your brand meets these desires.
Marketing blog, Marketo, put the rainbow under a microscope and created this helpful infographic to identify how different colours can help you connect with your consumers.
Colour is an essential component of any brand strategy. Properly chosen, it can define your value, strengthen and support your brand positioning, enable greater awareness and customer recall and distinguish yourself among competitors.
If you feel your company image could use some revamping, or are simply interested in a consultation to see how we can take your brand to the next level in the new year, contact us at+64 9 950 2140 or firstname.lastname@example.org