Brands and Colors Marketing- Leaving an Impression on the Mind

Posted in Marketing & Strategy Articles, Total Reads: 1199 , Published on 12 April 2018
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What is the first brand that comes to your mind when you think of color red? Majority of you would say Vodafone or Coca Cola.

Or a company associated with the color Blue? The top of the mind brands would be Samsung or Pepsi.

Similarly, the color Yellow would help us associate with a brand like McDonalds or Idea telecom.

 

All this is possible because companies and brand associate themselves with a certain color, which identifies with their business, vision, positioning and helps in creating a certain image in the mind of a customer. Colors are extremely important for companies to help create a brand image. All the important characteristics of a brand i.e. logos, ad campaigns, print material etc use the color in such a way that it helps customers to associate with the brand. Obviously, with the limited number of colors and the large volumes of brands, it takes years of focused marketing to build a perception in the mind of the customer.


Image: pixabay

 

Colors are important in marketing to create a brand. Every color has a unique characteristic which psychologically leaves an impression about a particular product or service. Hence, companies make it a point to be absolutely precise when it comes to giving a color for their marketing campaigns or making logos etc. Some ways in which human psychology perceives colors are discussed below.

Every color gives two effects when it comes to human psychology, which can be effectively used by companies for their marketing.

 

RED:

The color red positively highlights Power, Energy, Passion but contrary it shows Danger, Warning, Anger etc. Hence a lot of brands use the color red to highlighe positive energy, which makes their brand powerful & prominent. For e.g. a brand like Coca Cola shows energy & supremacy.

 

BLUE:

Blue is a popular color which shows Cool, Serenity, Trust as a positive trait and Cold, Unfriendly etc as another trait. Hence many brands which associate themselves with freshness and coolness use the color blue. For eg Pepsi brand shows coolness and youthfulness.

 

YELLOW:

Warmth, Optimism, Happiness are the positive impacts of Yellow color. On the other hand, it highlights Caution, Fear, Anxiety. Thus, many family brands use the color yellow as a symbol of happiness. Eg McDonalds’ logo “M” shows the cheerfulness which kids & families can get from the brand.

 

GREEN:

The color green is projected as Freshness, Nature, Hope and gives a positive vibe. The other side of green depicts Stagnation, Boredom, Sickness. Thus, marketing using the color green usually showcases freshness and exhibits exuberance. Eg Starbucks’ green logo showcases freshness and natural coffee.

 

BLACK:

Black color is a symbol of Power, Elegance, Authority. But as a negative trait, black also depicts Oppression, Evil etc. Hence some of the most powerful luxury brands associate themselves with the color black, showcasing supremacy and stylishness. Eg popular automobile companies like Mercedes, BMW etc have a strong attachment with the color black to show dominance and grace both.

 

WHITE:

Purity, Clarity and Sophistication is showcased by the color white in a positive sense. But from a negative contrast, white also highlights Emptiness, Coldness etc. For eg Apple products like iPhone, iPad are always in white, showing the classy & sophisticated products that they are.

 

Similarly, all the other colors help form a connect or link between the brand and the customer. Thus, this becomes very critical when it comes to marketing a particular brand or company. Colors are not just restricted to logos. Colors are important when it comes to making an advertising campaign, where use of colors develop the mood of the customer. Colors are also extremely important when it comes to TV Commercials, online ads etc as they contribute in retention and recall. These days, colors are also essential in developing websites, apps etc as they are the most frequently used touch point for customers.

As much as a product quality or marketing or ad campaigns can do for a brand, there exists a much more subtle component in marketing, which plays with the subconscious human mind. And that element is the “COLOR” being used!


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