The Importance of Color in Brand Strategy
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Color is not just a visual aesthetic choice but a pivotal element of brand strategy that communicates values, emotions, and the essence of the brand to consumers. It can influence moods, feelings, and behaviors, making it a crucial marketing tool. In this comprehensive guide, we explore why color matters in branding and how to use it to your advantage.
How Colors Influence Perception
Colors have the power to shape perceptions. For instance, blue can evoke trust and security, often used by banks and healthcare brands, while red can trigger feelings of excitement and urgency, commonly seen in clearance sales.However, this doesn't mean that the only method for retaining your customers is to keep your prices competitive. Here are five strategies recommended by WGSN's 'The Future of Loyalty 2024' to retain your customers.
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Emotional Impact of Colors
Brands need to stay current with color trends to remain relevant. Pantone’s Color of the Year often influences branding and product development across industries.
Image source: The Dieline
Brand Examples
Product packaging must stand out on the shelves while also conveying the brand's message. A prime example is Coca-Cola's red, which is synonymous with the brand. This specific shade of red not only catches the eye but also evokes a sense of excitement and appetite, aligning perfectly with the brand’s identity as a provider of enjoyable refreshments.
Image source: Alt Retouch (Copyright © Coca Cola, 2021)
Research shows that a signature color can increase brand recognition by up to 80%. For instance, Tiffany & Co.'s use of Tiffany Blue not only distinguishes its brand but has become an iconic representation of luxury and exclusivity in the jewelry industry. This specific robin’s egg blue is so protected that it’s officially recognized as 'Tiffany Blue' by the Pantone color system, used in everything from their packaging to marketing.
Image source: Tiffany & Co
Image source: The Impression (Copyright © Tiffany & Co, 2023)
