- Blue – peaceful and calm, hi-tech and modern, reliable and loyal, but also cold and depressing, and the color of money. Banks and insurance companies like to use blue. Blue causes the opposite reaction as red, as it causes the body to produce calming chemicals.
- Green – natural and refreshing, calming and relaxing, youthful and healing. Used for traffic lights, in hospitals and in green rooms of TV networks – that’s where you wait to appear on the show. Dark green symbolizes masculinity, conservativeness and wealth.
- Yellow – cheerful and sunny, optimistic and boosting. Yellow enhances concentration and speeds metabolism, but can be overpowering if overused – it can cause people to lose their temper more.
- Purple – royal and luxurious, sophisticated and wealthy, authority and rank, feminine and romantic.
- Brown – solid and grounded, natural and smooth, but also sad and melancholic. Light brown connotes genuineness, dark brown is more grounded due to its appearing in wood and leather.
Note I left out style as an attribute. The connotation of style with a color depends on its current trendiness in a culture. At the moment, white is considered trendy and stylish in many western cultures – thanks to Apple.
Color as a company engine
All of a sudden, white was in. Why? Because a company like Apple managed to market the color as stylish. They connected their products to it. They derived the simplest thing into marketing heaven by branding their products in a new and exciting way. And it looked good. It looked absolutely terrific!
Having white earphones in your ear became trendy and stylish. There were the people with white earphones, proudly showing off their affiliation to an exclusive group of trendsetters, and there were the others, still using black earphones and a bit afraid to wear them in public.
By simply changing the color of their earphones from black to white, the brand with the apple, Apple, created a trend. Is it far fetched to say that the whole Web 2.0 design trend – gloss, shine and reflections – has been initiated by these products?
These lessons are going to consist of four installments: Design and Colors, Marketing, Trademarks and Public Relations. Today, we will use these real-life happenings to discuss the role of design – more precisely: color – in branding:
Welcome to the first part of the Lesson.
Imagine life without color. What would it be like to live in such a world? What if the sky wasn’t blue, but white? Imagine the grass not being green – picture it grey!
Hard to visualize, isn’t it? It is very difficult to imagine the world being monochrome, even with black and white movies and the grey of our cities. Color surrounds us in every aspect of our lives.
In the above scenario with the sky and the grass, did you actually close your eyes and try to picture the sky and grass as white and grey? What about the colorful candy bar parade at your favorite gas station merely containing shades of grey? McDonalds not being yellow (they are yellow, folks, even if their marketing says they are golden), Coca-Cola not being red, Mellow Yellow being er well, you know where I am getting at here.
Colors in branding
For us designers, it is important to know the relevance of color for a brand. Derived from its status in our existence, it is easy to conclude that color serves an explicit purpose in branding. The design of a brand distinguishes it from its competition and places it in its market. Color is a very basic element of design, hence one of the most important factors in identity design is – and will always be – the use of color.
What do we know about color?
Before we take a look at some popular brands and their use of color, we have to understand what color actually does to us. It is really quite interesting to know about the effects of different colors on the human consciousness and, more importantly, our subconscious:
- Black – the color of authority and power, sophistication and elegance, formality and wealth, but also evil and threat.
- White – purity and simplicity, innocence and honesty, summer and lightness, but also sterility.
- Red – extreme and hot-blooded, accentual and loud, powerful and emotionally intense. Red stimulates a faster heartbeat and breathing and might not be the best choice to wear in a negotiation, unless you’re the president.