![]() Wolff Olins, the advertising agency behind Uber’s 2018 rebrand, claimed its goal was to create “a universal ‘beyond-simple’ brand.” A straightforward black and white color palette certainly conveys this. But what makes their brand colors so iconic? It often comes down to how brands use colors’ emotional and cultural meanings to highlight key aspects of their company’s personality or mission. Many of the world’s most successful and influential brands are recognizable from their brand color palette alone. But it’s still important to understand these cultural and emotional associations as they can color (pun intended) how people see your brand. Narrowing one color down to a single mood or feeling is impossible. This is because the red section of the country’s flag represents the blood shed during its struggle for independence. South Africans associate red with mourning.In Indian culture, red is an auspicious color worn by the bride on her wedding day.Red is a lucky color in Chinese culture.For other cultures, white is associated with death, ghosts, and phantoms. ![]() White is the color of purity and perfection, thanks to religion (white wedding dresses) and the mythical idea of the white knight.Factors like politics, history, myths, religion, and language can also impact how your audience perceives specific colors. Think Orangetheory or Smart Sweets.Ĭulture is another factor to consider when picking brand colors. Warm colors like orange and yellow could work well. Use these associations to your advantage by picking brand colors that connect your company with a particular mood or feeling.įor example, say your brand has a fun, joyful energy, like a fitness company or snack brand. Blue: cool, calm, trust, loyalty, conservative.Yellow: happy, bright, sunshine, light, wealth. ![]() Red: passion, love, blood, power, anger.Here are the typical feelings and qualities our respondents connected to these colors. We asked them to describe eight different colors in one word. We surveyed 2200 entrepreneurs in 50+ countries. Since most colors already have emotions tied to them, you can use them to connect your company to specific moods or feelings. ![]() Your brand identity is your company’s overarching image, personality, and concept.Ī well-developed brand should make your audience feel something when they see you. Let’s dive in! Brand colors: Why are they important?
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