Have you ever wondered why Coca Cola’s international logo is red and Fanta’s logo is orange? Why are the NBC and Google logos multicolored and Apple and Renault ones gray? Why do most of the fast food restaurants' logos have a common color - red?
Between need, desire and emotions
Here comes the battle of our subconscious when deciding to buy a product.
Everything starts from the needs we have to satisfy - primary needs (food, water), safety needs (maybe a security system for our home), belonging needs (a smartphone to comply with the levels required cool high school adolescents), self-actualization needs (a high quality dress or a tuxedo for the business events you are going to attend) etc.
Beyond meeting a specific need, modern consumers acquire products they want, products that excite them while consuming, wearing or using them.
Wearing the same pair of shoes as Jennifer Lopez does in the latest campaign for a great fashion house gives you a boost of confidence, elegance and sex appeal. The moment you drive that car that stuck all the banner ads in the city takes you a step closer to the social status you have been dreaming of for years.
What I want to emphasize is that exposure to thousands of products that satisfy the same need means saturation. Given this context, every brand should gain its uniqueness by a feature that highlights meaningful benefits – a powerful history, endorsement with celebrities who we take as models, recommendations of friends or family, the experience felt when consuming the product, the packaging or design etc. Of course, the colours are also among these factors. Maybe in the top.
Emotions and colours
Yes, colours mean emotions. And emotions are the main decision maker in buying a product. The emotional defeat rational and the balance lean towards emotions and feelings to the detriment of necessity.
So, one of the biggest challenges of marketers and advertisers is choosing the right colour for the brand identity they are building. All top brands are distinguished by a specific colour. This is the first element a consumer associates a brand with. When we think about Facebook, the first thing that comes to mind is the colour that . The same rule applies when it comes to Coca-Cola, Samsung, BMW, Levi's or Microsoft.
A colour must mean 1,000 words - to convey, to attract, to tempt, to excite. So, what does each colour tell about the values of a brand? How do I choose the right colours to trigger THAT emotion?
Colours, logos and meanings
• Red - power, force, speed. It increases the pace of breathing and the pulse. It draws attention. Not accidentally red is used by fast food chains (speed, speed for the hurried modern consumer).
• Pink - feminity, gentleness, purity. Mostly used when designing products for women or babies.
• Orange - energy, vitality, friendship. Urges action - buy, sign up!
• Yellow - optimism, warmth. Symbol of the sun, gold, giving the impression of opulence and wealth.
• Green - nature, serenity, calm. Often associated with brands from agriculture, eco, bio. Synonymous with harmony.
• Blue - safety, trust. Often used by designers in tech and auto industries.
• Violet - royality, success. Suggests creativity and induces a sense of calm and wisdom.
• White, gray or black - though non-colors, these are often used to shape brand identities. Usually stand behind strong, personalized, professional brands.
So what does colours mean in advertising? Recognition. And what does brand recognition mean? Identifying and choosing products spontaneously, guided by the colours we already associate with a brand or simply the colours that attract our attention. Hence, long-term loyalty with that brand. Here comes the success on a competitive market.
Until next time, hope you’ll have a lot of colourful days!
Colours and emotions
30 March 2018