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April 3, 2010I would really appreciate it if you could answer these questions, I would really like to know what your thoughts are on this subject! List resources to back up what you have to say (if available)!
How important are the use of color schemes in packaging/logos? Can colors create brand loyalty? Can a color be a signature trademark for a company? What are the benefits of using colors in advertising?
Horaayy..there are 2 comment(s) for me so far ;)
the use of colours are definitly important.
i’ve once done a survey to see what kinds of ads catches eyes and stimulates talk. it seems that the more colourful or attractive ones did the most.
but it depends on what u’re selling really. food? books? clothes?
colours can create brand loyalty.
benefits are that people with link that particular colour to ur company. so it will be a common household name if the campaign is successful. people will think of ur company or brand first when the name is articulated.
such would be adidas. the 3 stripes is a signature trademark.
Since you asked for our thoughts on this subject, I can think of several instances where I can answer your question intuitively, so my resources are my own experiences.
1. Color schemes are extremely important in packaging and logos. Think IBM; you see those three blue letters: instant brand recognition. 2. Colors can create brand loyalty, but only after the fact. You use a product, it performs well, you like it, you look for it the next time you’re ready to buy. 3. In this way a color can become a signature trademark. IBM becomes “Big Blue,” for example. 4. The benefits of using color in advertising are then very significant based upon the first three factors. A product performs well and/or tastes good consistently; you become familiar with its packaging and/or logo, you look for it the next time you go shopping. Result: instant brand recognition. Example: Coca-Cola. You come to prefer Coke, so your eye scans the store shelf looking for the familiar red can with its distinctive lettering. Also, it’s perfect for holiday promotions. At Christmas just add some green holly or Santa with his white, fur-trimmed cap; Fourth-of-July, put some colorful fireworks exploding on the red can.
I know that when I go shopping in a physical store, and I’m looking for crackers, for instance, first I find the cracker shelf, then my eye quickly eliminates all but red boxes, and I scan those for the Zesta logo. This is why stores are always moving stuff around, in an attempt to break your brand habits; you have to look at everything when certain products have been moved to a new and unfamiliar location.