Brands from every economic sector must continuously find ways in which to stand out from their competitors and leave lasting impressions upon consumers. For many of these brands, enlisting the services of professional marketing firms is absolutely critical: one wrong move or misconception played out in the marketing arena and a brand risks losing significant market share. Because of this, marketing firms are in high demand with respect to identifying ways in which brands can make unique and powerful impressions. Here, Loop review how colour variations in branding and logos can play a huge role in what the public perceives.
Director of Loop, recently explained how certain colours are effectively synonymous with a particular brand or industry. “Worldwide, a significant chunk of the public – when asked to identify a brand that is ‘red’ – will first think of Coca-Cola. When you break it down by country or by region, the responses for other colours and brands will be more diverse yet surprisingly uniform within a given audience”, she said. “How do brands manage to make such strong associations with a particular colour in the minds of people?”, she asked the audience.
The answer largely depends on a variety of factors. Existing brand dominance certainly plays a role in how strong a mental association between brand and colour is for shoppers, but the association with select colours can also provide smaller brands with a boost. Loop has consistently explained to newer and established brands alike the significance of branding colour on the mindset of shoppers. Some colours inspire safety, some inspire calmness, and others may invoke passion. The mission of the brand, the products/services it provides and even the overall demographic it targets can all affect which colours are the best choices.
For instance, a food-based chain should aim to provide a sense of urgency, excitement and speed in order to generate desired results (as the colours red and yellow do for McDonalds; “get excited, get your food, hurry to eat and hurry to leave”). Brands that may wish to instil a sense of security and comfort, however, would be more likely to reach for a softer hue (blue is a primary choice in this particular case). As more and more brands begin to compete due to the technological innovation that the internet provides, marketing firms such as Loop will be there to assist their clients in even the smallest of decisions, all of which can have an impact on the likelihood of market dominance.