The Power of Color-Branding
photo credit: Grazia magazine. “Tiffany & Co. Nearly Breaks the Internet” 2021.
We live in a culture that’s increasingly influenced by our digital lives—where a visually powerful digital presence is vital in building a connection to the consumer. Consequently, brands are learning that a logo may not be as relevant or evoke the same kind of connection as it did in the past. Yet branding through a single purposeful signature color could. A recent article published in the Wall Street Journal, mentions several brands amping up their brand equity through color.
Color is emotional and allows the consumer to connect to a product and to a brand. We almost always remember a brand’s color because of how our visual memory works. While identifying a brand by its color isn’t a new concept, our digital world has increased the importance of strong visual stories and speed. Immersing your brand in a color or creating a signature color accomplishes both.
“Branding with a signature color is something we will continue to see,” said Lee Eiseman, Executive Director of the Pantone Institute . “Right now there's such a greater understanding of the impact a brand’s colors can have. One of the most interesting things is the reinventing of a brand. If in fact you have brand equity that's built up in certain colors, the challenge then is how to make it appear as not the same. That doesn't necessarily mean throwing away the color that you've established, but how can we be more inventive with those colors?” An example of a brand embracing a new signature color could be seen in the Valentino Fall/Winter 22/23 show. Or a more dramatic example, Tiffany & Co. created a stir with a temporary pop-up store in attention grabbing and “internet breaking” canary yellow.
While these were purposeful deviations from their famous brand colors, the good news is that you don’t need a show stopping color change that will break the internet. Pick your color strategically— make sure its true to your brand and audience, and let that color permeate every touchpoint visible to the consumer. To build a meaningful connection to the consumer, quicker —using color is a clear-hued winner.
Which color will you use?
pictured above: “Brady Blue,” “1837”for Tiffany & Co., Prince’s purple developed by Pantone, “Valentino Pink PP,” and Glossier Pink.