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Brand colors impact mood – the importance of color in marketing!
You don’t have to be a sentiment analysis whizz to know that the color yellow makes you feel happy thoughts, and the color red signifies danger – but did you know that the color a brand chooses can have serious impact on how a brand is perceived by consumers? Take oil magnate BP for example; the use of green and yellow is used to signify a healthy environment, in this case hoping to remove some of the negative backlash oil companies often experience. Common house detergents are often blue, or orange in color – the blue demonstrates cleanliness and dependability while the orange symbolizes confidence and energy or strength, with the resulting message of “a strong, dependable cleaning product”.
The image above is a great summary of how brands use different colors to elicit specific responses in the first two seconds of capturing a customers attention. But what happens when these colors are put in cultures with different meanings attached to colors? Blue doesn’t have the same impact in china as it does in western cultures. Perhaps the most poignant example of color interpretation differences is the color red. While in Western Cultures red often signifies danger, boldness and excitement, in the Chinese culture red is the color of good luck and celebration. While the color has some cross over, and depending on exact message can be universal – there is the potential for hugely negative brand impact, as experience by Pepsi-Cola in Southeast Asia.
Pepsi-Cola once held the dominant market share in Southeast Asia, but lost it to Coke when they changed the color of their vending machines from a deep blue, to a light blue – which is associated with death and mourning in that region. So not only should brand marketers be wary of the color they use but also the shade!
Know of other color marketing blunders? Let us know in the comments below!