Marketing without colors does not exist. Colors are a key component of visual identification and promotional activities. We explain why they are so important and how they affect recipients.
“Any customer can buy a car in any color they want, as long as it’s black” – this is probably the most frequently quoted statement by Henry Ford, the founder of one of the world’s largest car companies. Although such a policy may indicate the arrogance of an industrialist, in practice it resulted from the need to optimize processes and reduce production costs.
The main factor that determined Ford’s success telegram marketing was its low price. Today, the impact of color solutions on operating costs (especially in digital industries) is negligible, but their significance for business results is significant. Few of today’s brands would allow themselves to use an ill-considered “palette” in their communication.
- Blue
Blue is in some ways the antipode of red. It is associated with peace, stability and security, as well as intelligence and competence. It is often used by companies from the technology, finance and insurance sectors, which want to emphasize their professionalism and reliability. Blue inspires trust and helps build loyalty.
- Green
It symbolizes freshness, vitality and harmony. It has a soothing effect and evokes pleasant associations with health and prosperity. In marketing and branding, green is used by brands from a wide range of industries: from food production to heavy industry. The color of nature works great in the visual communication of companies related to health, well-being, ecology – and all others that want to emphasize their commitment to sustainable development.
- Black
Black is an ambiguous colour, more dependent on context than others. In some evaluate some stores that use combinations, black can also emphasize professionalism, competence and experience.
Color Traps: What to Watch Out for in Visual Communication?
The above information is definitely not enough to start designing a brand’s visual identification and communication. In the world of colors – just like in the world of words – context is key.
Effective use of colors in accordance with bulk lead the brand’s personality, communication goals (e.g. a specific campaign) and the sensitivity of the target group is a real challenge. It requires design knowledge, marketing experience, and often research and caution.
Examples of how brands use color
By their very nature, colours are an inevitable part of any brand’s visual communication. Here’s how global companies are using them to express their brand attributes.
Green combined with black and white helps create a brand image that is, on the one hand, “fresh” and friendly, and on the other – innovative, self-confident and exclusive.
