Colors are a crucial element in giving meaning to what brands and companies are doing visually. At first glance, the question may seem much less important or decisive than it really is since, in the end, what does a color mean? However, colors are crucial elements, since they are associated with a high informative weight.

Colors are not just colors, but they are also sources of information that those who receive that visual impact decode at a subconscious level.France Phone Number List Culture itself has associated certain values ​​with certain colors and has made us quickly associate them with certain issues. Thus, black is the color of mourning, since it has been established in this way in recent centuries in Western culture, although it is also the color associated with elegance, something that possibly also has to do with history and how this color dominated. certain wardrobes.

Other colors have been associated with values ​​such as purity, such as white (perhaps because this was the color of wedding dresses …, although in reality it has only been used at weddings since the 19th century when the queen Victoria made it fashionable), or feminine, as is the case with pink (something equally debatable historically: in fact, it was the color of children’s clothing until the beginning of the 20th century), to just give two more examples.

All this informational weight has become a kind of ballast, a code that marks the colors and the interpretation that we give them. This means that brands and companies have to be very careful about how they use colors and what they are saying to the consumers who are seeing them. The most successful companies, those with the strongest and most efficient brand image, almost all have a very strong history of color. That is, they have not used just any color in their logos and corporate identities but, even from the first moment, they have closely watched what they have done and why they have done it. Google, for example, tested 41 different shades of blue until it found the one that worked best for its logo.

The informative subtext of the colors is very high, also causing us to decode what is in front of us very quickly. In addition, colors are linked to emotional positions, which means that what the colors say is not always rational information. The colors awaken in the receptors a cascade of feelings. You only have to think of the color green to see it: as soon as someone is invited to think of the color green, a whole process of visualizing nature is triggered.

To this is added that when things are seen quickly, the color is what stands out the most and therefore what is actually being processed. Perhaps because of the logos of brands and companies, 80% of everything that the consumer actually sees and processes is color.

How the big brands use color

Therefore, choosing the most appropriate color for the logo of the brand or the company is crucial and decisive and can mark the failure or success of what is being done. The logo has to quickly convey the information that the firm seeks to give to the world and color is the key to doing so. Based on an analysis that has done of two dozen major brands, certain conclusions can be drawn about how the most important and popular brands use color.

The colors give different messages in the different sectors in which the brands move, which means that there is no choice but to adjust to what each color means in each scenario.

For example, in the world of fast food the favorite color is red, since it has an effect on the behavior of consumers in relation to food. Red is the dominant color at McDonald’s not only because it stands out from other messages, but also, they explain, because the color red stimulates hunger. You just have to think of other fast food brands to see it: BurgerKing, PizzaHut or Telepizza also use it as a central color. The colors that accompany red work as an enhancement of it. McDonald’s uses white and yellow, as they enhance the perception of red. Other fast food firms that want to sell other values ​​as an addition play with the color green, as Subway does. With this they want to promote the idea that what they sell is fresh.

In the case of airlines, it could be said that blue is one of the dominant colors. Almost all use blue colors in their logos, corporate colors and uniforms of their workers. Blue conveys confidence, makes consumers feel that they can trust the firm in question. British Airways or Lufthansa are blue, to give two examples. Nokia is also blue, although it is not an airline, and it is because it also sought to convey those values.

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