Brand Color Strategy

Posted: July 12, 2013 in BrandGEAR, Marketing, Promotion
Tags: , ,

Do you have a color strategy? Today we explore the world of color and share our insight from a branding perspective.

I was having a cup of java in a restaurant last week and noticed that the sugar dispenser had pink, blue, yellow, and for the first time ever – green sweetener packets. Well, I know that the pink is Sweet N ‘Low, the blue is Equal, the yellow is Splenda, but what was the green? Turns out it is Equal with stevia.

Clearly, then, Equal has a color coding strategy. In fact, we determine color in less than three seconds and we often remember the color before the brand name. I’ve heard many consumers tell me that they take a blue or orange pill or that they buy the blue oatmeal, but don’t remember the flavor name. So, how can you brand by color?

 1. Deploy consistently. Don’t change your logo, your envelope color or even your signature wardrobe color willly nilly. If your colors are red and black, stick with it! Even though the Starbucks logo has morphed, it has kept the forest green color. It’s brilliant the way publicity photos of author Sachi Parker are in pink–just like the cover of her new tell-all book on her mom, Shirley MacLaine.

 2. Be bold. Golf-club maker TaylorMade credits painting its R11 drivers white as the key to boosting its market share to eight percent. What can you do?

3. Look at the psychology of color. Color communicates emotion. Red and orange are high energy, frenetic colors which is why they adorn virtually every fast feeder from Taco Bell to Wendy’s to McDonald’s. If you’re looking to instill a calming feeling, head over to the soothing world of blue. By the way, red and brown houses are the least likely to sell.

 4. Consider utility. Although brown is not my fave color, it works for the UPS folks who are schlepping packages. White shirts certainly wouldn’t work.

5. Review your competitors. If all of the competitors in your space are projecting the same colors, it’s time to shake up the market and stand out. When it comes to bottled water, for example, it’s an ocean of blue from Dasani to Aquafina. But, then there’s Evian–a dose of pink and it stands out!

Creative Marketing Services is a next-generation promotional marketing agency based in Southwest Florida. We design creative, targeted, and cost effective promotional marketing solutions to help our clients build their brand, acquire & retain customers, increase sales & profits and recruit & motivate employees. To  discover how you can make your marketing more effective, visit


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