Consider a red can of cola; blue striped capital letters, a black apple, and yellow arches –what brands come to mind? In each instance, color is the predominate element of identification and association with a brand. Color enables us to instantly recognize and draw emotional associations to a brand.
Effective and comprehensive brand strategy must consider the critical importance of color. Color is far more than a simple aesthetic consideration in the tool kit of components that make up brand identity and experience. Color is the very first perception customers will have with your brand, and along with perception comes a whole host of emotional associations.
The color of your brand is an essential character in your brand’s story. When choosing a color to represent your brand, you must think far beyond your personal, subjective preferences.
Via Russ Merz, Ph.D.