One of the most powerful -and sadly, under-leveraged- weapons in the visual communication toolkit is colour. Why is it so powerful? How can it be used strategically to benefit your brand?
Brand, meet colour- Colour can create distinction, communicate a feeling or personality, build faster recognition, nurture emotional bonds, and provide an easy shortcut for decision-making. Within the first 90 seconds of noticing your brand, colour determines 62-90 per cent of consumers’ impressions.
Coca-Cola is one of the most recognised and beloved brands in the world. 94 per cent of the world’s population recognises the red and white logo. Red plays an important and strategic role in helping Coke succeed; the colour stimulates appetite, encouraging consumers to purchase. The colour is used boldly at every touchpoint, even when other colours like silver or black play a leading role.
Another brand that appreciates the impact of colour is Apple. Its usage of white across the customer experience has taken the brand to iconic levels. Apple sees its devices like the iPhone, the iPad, or Apple TV as a “blank canvas” on which consumers can paint. Today, the brand uses white in both expected and unexpected ways to keep the Apple magic alive for consumers.
Colour is not the preserve of consumer brands alone. B2B brands like Caterpillar, FedEx, and BP have long used it strategically to differentiate themselves in a cluttered marketplace. Accenture’s vibrant, bold palette represents its range of expertise and capabilities, and colour is used very engagingly and imaginatively across touchpoints, with both internal and external audiences.