Blue, which is used as a color in branding for companies such as Pfizer, is meant to represent well-being. Within the context of pharmaceutical branding, the concepts of health, vitality, and optimism are important. Red can symbol masculinity, while blue is supposed to represent reliability for brands like Volkswagen or Ford. Red and blue are also popular colors for brands in the auto sector. Silver provides a sense of luxury and high-quality workmanship.
Here are some examples worth thinking about:īased on the breakdown of the top 20 brands in the auto industry, it is interesting to see that silver is used with more prominence than in other sectors. Today’s infographic from Towergate Insurance breaks down 26 industries by the colors used in top brands, providing an additional focus on industries such as autos, pharmaceutical, and apparel to identify the reasons why particular colors are used. Therefore, industry context is an essential factor that determines the color choices made by companies for their branding. Color is an important part of this – but the need is only to differentiate from competitors within an industry, since non-auto brands like McDonald’s or Calvin Klein are not a part of the evoked set of brand choices in this situation. Since these brands are competing against one another for a “spot” in the mind of consumers, their brands are positioned based on consumer needs and desires in order to win certain associations. In buying an automobile, for example, a consumer may only to be willing to only consider buying a Toyota, Ford, or Honda. When consumers plan to make a purchase decision, they are typically deciding between an evoked set of companies that they’re familiar with for a specific industry or sector. How can red mean so many different things at the same time? The answer is context, much of which is provided by consumers choosing between brands within a particular industry. For the famous shoe brand Vans, the color red is supposed to evoke feelings of desire and passion, with a hope that customers will link these concepts intrinsically to their brand. For an airline brand, red should be about warmth and a sense of caring, and it ostensibly helps to make customers feel more comfortable flying. However, in the case of a company such as British Airways, red is supposed to represent none of those things. Red is also thought by some psychologists as a hunger stimulant, which might help them sell more Big Macs and McNuggets at the end of the day. When it is used as a primary color for McDonald’s, red is meant to energize and attract the attention of potential customers. The use of color can be a powerful way to guide the associations consumers have about a brand, but how and why certain colors are used can often be perplexing. Color in Branding: What Does it Say About Your Industry?
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