THE ROLE OF COLOURS IN BRAND STRATEGY

 

 

By: Ebenezer Onimisi-Momoh

Brands at instance undergo refracting in brand icons, logo, and color. This is based on the theory that colors elicit response from human and help provoke the desired reaction from customers.  Recent studies suggest that color determines 60 to 80% customers purchasing decision depending on the product.

Do colors exist?

Colors are nothing more than the reflection of certain light waves separated by different things picked up by your optic nerve, transmitted through nerves to your brain. Color doesn’t really exist; it’s only its reflection that triggers a reaction within the cortex and central nervous system which in turn affect thoughts, memories, and reactions. This cultural associations to specific colors need to be in the front row of your brands’ creative strategy and the foundation on your customers build interest. The retired UPS slogan “what can brown do for you”, are world-class brands that have built their story around colors.

Selecting the Right Color for Your Brand

Several criteria’s do come into play in selecting the right color for your brand. However, understanding the audience/market,   culture and brand ache type are the most profound.

Audience                                       

Selecting the appropriate color that answers the questions, “What color goes well with your brand value? What effect do you want on the mind of your prospective customers, what are they passionate about, etc.? This can help determine the best choice of color. It’s irrational for a brand that specializes in crop production to use red, or pink. Choosing a color that aligns with your customers’ native understanding is a step in the right direction

Cultures

In a polarized world that we now live in, color means different thing to different people across tribal lines, ethnicity and religion. Understanding your gender, demography and psychograph must come to fur in the choice of your brand color because color has relative meaning across race and nationality. By nature color blue is associated with water or the sky but in the US it aligns with the masculine gender while in China, it is considered a feminine color. Understanding this relativity of ideas can help shape your brand.

Determining the archetypes that suites your brand is also important in furthering the message passed with the choicest color.  For example a cowboy hat suggests outdoor experience either in term of color or description. Understanding these go a long way in shaping or ruining your desired brand.

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