Colour has the power to impact buying decisions, to stir emotions and to represent brand intentions, but how does it speak to the consumer? It is the first sensory contact brands have with a customer, with up to 85% of customers’ first impressions being based on colour alone according to the Institute of Colour Research, so it is of little surprise that it plays such a powerful part in the world of design.
As consumers, we associate certain colours, or even shades of colour with certain brands: Coca-Cola is red, Easy jet is orange, Cadbury’s is famously purple, Starbucks is green and Apple’s love of clean, simple design is communicated with the use of white.
We have also come to associate emotions with colour, they can impact how we feel and the connection we can have with a brand. However, on a practical level how much visual standout do they have within their environment? Are they easy to distinguish amongst other brands? Are they recognizable? The greater the visual impact they have on shelf, the greater the impression they will on the consumer now and in the future. This is called the ‘Isolation Effect’.
The innovative Asian bakery concept, Soboro, has a holistic and distinctive marque which features a striking copper colour. The colour emanates a feeling of warmth and comfort as well as reflecting the inspiring creativity behind the brand and encouraging consumers to “Adventure Everyday” with their eclectic collection of Korean and Japanese-inspired bakery products.
The richly luxurious colour palette of Green Gates’ superfood range found in the pharmacy section of the high-end retailer Harrods resonates on an emotional level with the brands affluent audience. The predominantly black packaging with hits of gold mirror the brands sophistication and elegance, but also creates a striking presence amongst the surrounding brands. The pops of colour signal the exotic ingredients selected from around the globe whilst giving the packaging a contemporary twist.
But this does not mean that conforming to the expected is always right. Danish beer Carlsberg Export harks back to its roots with a rebrand for the British market. The revolutionary redesign exchanges the iconic Carlsberg Export green and silver combination which was looking dated into a fresh white and copper pairing. The white reflects the cool, pure, considered styles which are typical with Danish design whilst the accent of copper – inspired but the brewing stills in the Carlsberg brewery, injects warmth. The resulting story is one of pride, passion and heritage.
Luckily for Carlsberg, its redesign was the right move as it has already recorded an
uplift in sales of 10% from its release in February to June 2017.
Successfully owning a colour is a big deal, from speaking to us on a sub conscious level to helping us engage with a brand’s personality and influencing our buying decision from start to finish.
However, have they influenced us enough to come back for more?