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Using Colors For Branding- Top 5 Brand Examples

Muskan Dewani

According to Touro Law Review, upto 80 percent of snap judgements on products are based solely on color alone, you read that right, 80 percent!





Think about McDonald's for a moment. What pops into your mind? The yellow arches, right? McDonald's has done a fantastic job of using its colors to establish a memorable brand identity that stays with you long after you've finished your burger and fries.

                                            

Colors are vital in branding, as they influence emotions, shape perceptions, and help businesses stand out. The right colors can communicate a brand’s values and create a lasting impression, making color choice a key element in successful branding strategies.


Let’s have a look at these 5 brand colors-


Red- Coca Cola



Reportedly, Coca-Cola’s iconic red originally came about for practical, rather than marketing, reasons. The barrels in which Coke was transported in the 1890s were painted red in order to distinguish them from barrels containing alcohol. The color stuck and when Coke started to be sold in individual bottles, the red appeared on those, too.

From a marketing perspective, of course, the other piece of the puzzle is about creating the association between the color and the brand's personality traits. And, for Coke, that meant applying it to all aspects of the Coke business – not just product packaging, but advertising, merchandise, and even its red-liveried trucks. There’s even the entertaining, (although fake, sadly) story that it was Coke that led to Santa Claus’ suit being red.

There’s no better example of Coke’s drive to put the iconic red front and center than in its most recent redesign – which it calls its ‘One Brand Strategy’.

Coca-Cola's "One Brand Strategy" is a design that emphasizes the brand's iconic red color and puts it front and center.

By focusing on the brand's key elements and bringing them to the forefront, Coke hopes to strengthen its connection with consumers and reinforce its position as a global leader in the beverage industry. Although Coke’s choice of red wasn’t originally driven by consumer psychology considerations, it certainly turned out to be an appropriate choice for the brand. Red is a confident, bold color, that signifies passion, energy, excitement, and vitality – exactly the sort of emotions a brand like Coke might want to tap into.



ORANGE- Dunkin’



Dunkin’ certainly follows Coke’s lead in taking a single color scheme and applying it as widely across as many aspects of its business identity as it can.

Walk into (or even outside) a Dunkin’ store and you will see that familiar orange color everywhere.  But again, it also happens to be the case that a number of the emotions associated with orange – optimism, affordability, friendliness, and spontaneity – also fit well with Dunkin's wider brand message.

Additionally, the association with affordability and spontaneity suggests that Dunkin’ is a convenient and accessible place to find the most delicious donuts, or coffee, or even breakfast foods. Overall, the use of orange in Dunkin’s branding helps to create a cohesive and compelling brand identity that resonates with customers.

So if you’ve ever gone to Dunkin’ and come out having eaten a hearty meal that you had no intention of having when you walked in, blame it on the orange…



PURPLE- Cadbury



In addition to that regal aura, purple is associated with creativity and unconventionality, something Cadbury has also leaned towards, particularly in its advertising. Its recent commercials have featured everything from eyebrow-syncing to drumming gorillas, each with the signature purple heavily featured.

Recognizing the impact of their packaging on consumers, Cadbury attempted to register their shade of purple - Pantone 2685C - as a trademark for its chocolate bars. After initial success Cadbury lost a five-year court battle in 2013, when rival Nestlé managed to overturn the previous judgment, preventing other manufacturers using the same colour.



BLACK – Nike



Black is a color that is often associated with qualities like sophistication, power, and elegance. These attributes make it a popular choice for luxury brands aiming to project a high-end, refined image. The use of black in branding helps create a sense of luxury and class, which is why many premium companies incorporate this color into their logos and overall visual identity.

Nike is a prime example of a brand that successfully utilizes black to reinforce its messaging. The company uses black and white in its advertising, keeping the design simple yet powerful. The iconic Nike swoosh logo, paired with the minimalist black and white color scheme, adds to the brand's sleek and professional look. This visual approach supports Nike’s messaging, which revolves around empowerment, strength, and performance which is key because Nike as a brand aims to support athletes push their limits and reach greater heights.

In this way, black isn’t just a color for Nike; it’s an essential part of communicating the brand’s commitment to performance, strength, and empowerment, making it a fitting and strategic design choice for the brand’s identity.


In conclusion, color plays a crucial role in shaping brand identity and influencing consumer perception. Whether it’s the sophisticated use of black in Nike’s branding to convey power and elegance, or the energetic and youthful appeal of red in Coca-Cola’s logo, the strategic use of color can deeply impact how a brand is viewed. By understanding and utilizing color psychology, companies can create stronger emotional connections with their audiences and build more memorable, impactful brands.




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