For a brand to have a chance to make it on the marketplace, most marketers will agree that it needs to stand out from the competition, that it needs to be differentiated. Think of UPS, the s hipping company. Their entire branding strategy is built on what many would consider a dull, unsexy color: brown. Everything from their trucks to their drivers’ uniforms, even their advertising slogan «What can Brown do for You?», gravitates around that color. Similarly, when the Swiss postal services spun off in the late 1990s, the new entity got a new logo and a new slogan but chose to retain its predecessor’s yellow corporate color. Color made so much sense, the company even tried to trademark it.
What’s the name of the orange airline? How about the red cola? And the blue one? If you are asked to think about a purple chocolate bar, what brand comes to mind? Because our brains process it faster than any other visual information, color is an essential element of brand communication. Those of you contemplating corporate identities or packaging design, this post is for you.