Colour is like food for the spirit – plus its not addictive or fattening. ~ Isaac Mizrahi, Fashion designer
In a discussion that ensued on my last post on The Role of Colours in Branding, it came forth that yellow attracts attention and red being a very energetic colour is difficult to handle for a long time. So, fast food restaurants consciously use a combination of red and yellow as a strategy to attract customers as well as to ensure that they make a quick exit, thus creating the space for others to come in.
Taking off from the post, here I continue with the use of some other colours in branding.
Pink stands for femininity, love, romance, nurturing and caring. A lighter shade of pink is associated with softness, tenderness, playfulness and innocence, whereas a brighter pink is related to passion and sensuality.
Barbie dolls and Victoria’s secret are branded pink. LGs pink logo is symbolic of a smiling face that shows friendliness and accessibility.
Pale violet being the colour of the twilight is an intuitive colour associated with a sense of mystery, a hint of nostalgia or a tinge of sentimental feel. Dark purple on the other hand, symbolizes sophistication, royalty, power and luxury. Though sometimes it can also come across as tacky or somewhat whimsical.
Cadbury’s trademark purple complements the rich taste of its chocolates. The colour has been associated with Cadbury since 1914. The yellow letterings on the purple background of the Hallmark logo evoke feelings of nostalgic sentiments and luxury.
Yahoo uses purple as the identifying brand colour to stand out as bold, powerful or even to suggest a little mystery that is associated with searching.
Brown, the colour of earth speaks of earthly simplicity, comfort, stability, orderliness, diligence and dependability. It is a serious, grounded and mature colour but suppresses spontaneity due to which it generally doesn’t fit into sports gears.
Brown is generally used to brand agricultural and food products such as coffee, chocolates, or furnishings. Brown logo of FabIndia indicates comfortable, natural fabrics.
Grey is a neutral colour that represents intellect and wisdom. It is elegant, conservative and carries authority and so it goes well with business themes. Gray can also sometimes indicate an unhappy mood.
Swarowski, Apple and Mercedes Benz logos designed in grey signify style, class and superiority, and sophistication.
Black symbolizes power, authority, elegance, exclusivity, mystery and formality. It is also associated with glamour and seductiveness. Black adds contrast to other colours.
The use of a black logo in the famous Italian fashion brand Gucci, and French cosmetic brands Yves St Laurant, L’Oreal and in Rolls Royce conveys elegance and exclusivity.
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