Last week while going down through my LinkedIn profile, I found an
informative post by Oglivy. The post
was about brands and colors. It associated different colors that brands have
used over a period of time, to the creation of certain feelings around them. I
wondered if that really was the case. For me personally, brand is a perception
on its own. Whatever associates with it, is associated with the initial
feelings about the brand. So, feelings about the brands may not be influenced
by the colors, but the feelings about a certain color may be changed or rather manipulated
by their association with these brands.
Well, my perception about the brand might not be as is yours, but
there is a certain general perception that would be very similar. With this in
mind, I would agree with the post to some extent and say that, yes to a certain
degree a color may influence a brand image. For me products make and crush
brands and products create the feel of a brand. Well whatever be the case; let’s see what Oligvy believe are the colors that are
used for creating certain emotions.
Red: They are used by brands to create a sense of urgency. Brands that
want to present them as powerful, passionate and exciting use this color.
Blue: Calm, honest, caring, trustworthy and logical are the strings
attached to this color. Brands seem to have capitalized well on the feelings it
pushes forth.
Yellow: When a brand is fun, friendly, optimistic and confident, they opt
for the color yellow. It is also used to grab attention or to warn.
Green: It is shown to
portray youthfulness, refreshment, care for the environment, and growth.
Sometimes it is also used as a call to action.
Orange: Do you want to energize your audience, go orange! It is also used to
create a sense of haste and seem affordable.
Pink: From sweetness to sexiness, you can depict various emotions all
depending on the shade used.
Brown: It depicts warmth and dependability.
Purple: Create feelings of warmth, richness, luxury, creativity as well as producing
nostalgic feelings.
Black: This signifies luxury, exclusivity, sophistication, authority and
encourages impulse based purchases.
White: Constantly used to signify purity, cleanliness, simplicity and
freedom.
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