Don't Neglect The Importance Of Color In Brand Strategy.

Brand color is a crucial feature in brand story.

So we are choosing one.

When you represent a brand, the factors you consider are far greater than your personal preferences.

Visual perception is the main way for human beings to explore and perceive the environment.

Different colors can trigger a series of reactions in the central nervous system of the brain and cerebral cortex.

Color perception has always been one of the main driving forces of human evolution.

If color is significant to human evolution, it is clear how important color is for brand value.

Once we recognize a certain color, our brain immediately produces some emotional response.

This response triggers various thoughts, memories and related people, places and events.

These are instantaneous consciousness.

However,

It does have a profound impact on us.

In our mind, we tend to define specific colors according to specific situations and generate corresponding feelings.

We believe that different colors are related to different cultural connotations.

This means that the specific color selection is of great importance to enterprise strategy and creative decision making. It is one of the fundamental elements of brand identification.

Depending on the spectrum of visible light, different wavelengths may lead to different psychological responses.

The long wavelength color (Pi Ru red) gives the brain a faster recognition response, while the short wavelength color (Pi Ru blue) makes people feel more relaxed, reducing pulse and decompression.

Therefore, it is very reasonable for Progressive to regard blue as the main color of the brand vision system.

Yellow is the medium wavelength, the brightest and the most noticeable. That's why the road signs and yellow pages are yellow.

Yellow represents concern, even warning.

And the red terms are pornography and seduction.

Color affects us in many ways, but all kinds of colors make people feel special mood or mood.

Putting people in a most receptive state of mind is crucial to developing brand interaction.

Color can express the brand mentality and help brands express their brand definition.

The brand logo of the famous agricultural giant John Deere Company (JohnDeere) is green, which means that it is related to buildings, forests, lawn and so on.

IBM uses noble blue, which means stability and reliability.

FedEx has chosen two conflicting colors, orange and purple, which means delivering important things to customers.

Color is the foundation of brand visual identification. Whether it is brand communication or brand execution, color will be reflected in logo, packaging, product, environment and various marketing communication modes.

UPS international express's brand story revolves around a proposition: "what can brown do for you?" Apple brand has changed our thinking about desktop computers through the use of creative colors.

For strong brands that focus on brand management, color is not only a subjective choice, but an imperative strategic business.

To convey the meaning and difference of brand, we need to choose a color that matches the brand strategic positioning.

When choosing a color (or a set of color schemes) for the brand, these colors should enable customers to produce specific emotional associations and desires, and your brand value proposition and brand promise must satisfy the customers' desire.

The brand that can represent the brand and make the brand have a differentiated color must conform to some standards. Here are the three most important points.

First, the target audience.

Who are your target audience? What are they concerned about? What kind of mentality do they have in mind to interact with brand? Because different consumers react differently to the same color, and consumer culture is constantly changing.

So, which color best reflects brand value and makes the brand stand out?

Second, Brand Archetype.

If you have identified the corresponding brand prototype, which color best represents the attributes of this brand prototype? For example, if your brand prototype is an explorer outdoor sports brand (Explorer), you have to think about which color can symbolize outdoor adventure or related.

Maybe red is a good choice.

Thirdly, culture.

When it comes to culture, people all over the world have different understanding of culture.

In the United States, white represents purity.

In some parts of Asia, white is the color of mourning.

Cognition of color varies with race, age, social class, sex and religion.

When choosing a color, the culture of the brand in the market will be an important consideration.

In short, choice

The color must have a bottom line, not only by subjective choice of color, the importance of the choice of color should not be underestimated.