May 12, 2015 Nikka Policarpio No Comments on Color Creates The Brand
Color Creates The Brand
We humans are the most gifted beings in the world, because apart from having rational faculties and discernment capabilities, our eyes (or at least most of us) have the capacity to identify and see vivid colors. Some of us can distinguish certain shades; others can name almost all, while still others can only identify the basic colors and associate them with words, things, and feelings. This gives color some sort of power, and this means that it is as important as the idea that accompanies it.
Much of what we see today are results of battling colors – red versus blue, yellow versus red, a full color wheel versus the gray scale. Come to think of it, how would you know the difference of TIME Magazine and National Geographic apart from their names and content? Simple – they both use boxes of different colors, one uses red, while the other uses yellow. Color is as important as the brand that it brings, and correct me if I’m wrong when I say that you will never recognize McDonald’s if you don’t remember its vivid streak of happy yellows and appetizing reds.
Moreover, the fact that the color can create a certain brand (the ‘retain’) just fortifies the fact that it is very much important, and it can certainly help one to reach their target market and achieve good results. Want proof? Here are some of the best and recent examples of iconic colors that created a brand:
1. YELLOW is to MINION. Just recently, Pantone, the company best known for its Pantone Matching System, has just released a new color to the world: Minion Yellow. Perfectly apt, since the Minions of Despicable Me fame are pretty much iconic.
2. PURPLE and GREEN is BARNEY. First produced in 1992 and stopped in 2010, Barney, ‘America’s favorite purple dinosaur,’ sings, dances, and plays games that make learning fun. How did he become famous? His complementing purple and green shade that is as important as the show. Barney’s purple created a cash cow for PBS, the network that produced the show!
3. BLUE is for SHERLOCK HOLMES. In the hit BBC series Sherlock, Sherlock Holmes, played by Benedict Cumberbatch, always has a blue scarf. Along with his signature trench coat and classic newspaper boy hat, he becomes the world’s first consulting detective, along with his side-kick, Dr. John Watson, played by Martin Freeman. The blue shade has created a certain brand, and fans have fed off this by creating similar merchandise and associating it with him. In contrast, fans have associated red for Jim Moriarty, Holmes’ arch-nemesis.
4. RED is for MARILYN MONROE. In 2012, cosmetics giant MAC, under its parent company Estee Lauder, released a full line of cosmetic products in homage to enigmatic Marilyn Monroe, who strutted in Hollywood wearing her signature red rouge. Its centerpiece is the lipstick line of 5 shades, mainly composed of red plays and one nude shade to complete the monochrome.
The importance of color in our daily lives transcends brands and marketing –color is as vital as the brand name and the quality. Make sure to use and choose good shades, but either be playful or stern to match your target market.