By Dr. Aparna Sundar, University of Oregon
If a picture is worth a thousand words, a color may be even more valuable. Subconsciously, consumers ascribe various qualities to certain colors and, by extension, the brands they represent. Successful brand identity relies heavily on color. UPS brown, Home Depot orange, and the iconic robin’s egg blue used by Tiffany & Co. are immediately recognizable and carry associated meanings and value for the consumer.
The meaning behind colors is so entrenched in the mind of the consumer that the brands themselves take on intrinsic meanings. UPS prides itself on being dependable and no-nonsense, qualities the consumer associates with the dark brown of the company’s trucks and uniforms. On the opposite spectrum, Tiffany & Co. has a reputation for refined luxury goods, reflected in the delicate blue of the company’s packaging.
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Choosing a trademark color is one of the most important decisions a brand manager can make — perhaps even more important than choosing a logo. The color serves as shorthand for what the brand represents. This tactic is increasingly popular for companies wishing to position themselves as eco friendly.
Recent research notes that the trend of including the word “green” in advertising has become so popular that the United States Patent and Trademark Organization revised guidelines to prevent companies that are not environmentally friendly from including the word in their trademarks. The color, however, is still fair game, which is why BP Global, the company responsible for the 2010 Deepwater Horizon oil spill incorporates the color heavily in its logo and branding, thereby subliminally creating a positive environmental association.
There are many ways new companies can use color smartly. Research indicates that nearly 85% of customers cite color as the primary reason for purchasing a product so choosing the right color is crucial to establishing the brand identity and meaning your company desires. Do not overlook the psychology of color and the relationship between visual stimuli and psychological response. For instance, blue is said to curb appetites while red encourages them. At the same time, yellow both evokes feelings of cheerfulness and is known to make babies cry. In all cases, care when choosing your brand color is of the utmost importance. Finally, understanding how your color supports your chosen logo is key. Make sure that your visual imagery is complementary and not contradictory. Consumers know the difference, if only subconsciously, and will choose the brand with the greatest visual harmony.
Dr. Aparna Sundar is an Assistant Professor of Marketing in the Lundquist College of Business at the University of Oregon. She has more than eight years of experience in market research and retail design. Aparna has taught marketing courses at Virginia Tech and the University of Cincinnati. Before her career in academia Aparna worked for international firms including IPSOS and FRCH Design Worldwide.