why your brain loves these brands' colors
Greetings and salutations! This month, we’re taking a look at the psychology of colors and how some of the most recognizable brands in the world use them. Why does certain advertising make you hungry? Why does another ad make you feel like you NEED the latest tech gadget? Color has a lot to do with it and we’ll try and tell you why below.
apple
Colors and what they represent
Black – Sophistication, power, elegance.
White – clean, pure, serene, perfect.
Silver – Modern, innovative and futuristic.
why it's effective for the brand
Apple has set the standard for must-have tech since the launch of the first iPhone. Their sleek designs are supported by a sharp color palette, consisting of black, white and silver. Black gives off power and elegance, while white feels calm and flawless. The real genius is their use of white SPACE though. By surrounding their logo with an abundance of white space, it always feels elite and sophisticated. The thin, silver support that often comes from a phone or laptop in their ads is the perfect way to add a futuristic, tech driven feel to their marketing.
united healthcare
Colors and what they represent
Navy blue – trust, authority, longevity
Lighter blue – calm, honesty, tranquility
Green – hope, growth, fresh rebirth
why it's effective for the brand
As a healthcare brand, there is nothing more important than instilling a sense of trust in your clients. UHC’s signature navy blue accomplishes that while also establishing them as a knowledgeable authority in the field of healthcare. Leaning too heavily into darker tones cane be imposing however, so they’ve opted to balance that out with a lighter blue, offering a sense of calm and tranquility. Kelly green rounds out their color palette to evoke a sense of hope in an audience that needs it.
McDonalds
Colors and what they represent
Red – Passion, desire, excitement
Yellow – confident, friendly, enthusiastic
why it's effective for the brand
McDonalds are masters in the advertising space. Clever, inviting, and mouthwatering, their choice of colors is no accident. McDonalds’ signature candy apple red is a passionate, action inspiring hue that leaves the viewer with a deep sense of desire. Supported by a rich, golden yellow to evoke feelings of friendly enthusiasm, you’ll always feel confident that you’ve tackled your hunger in the most satisfying of fashions!
Planet fitness
Colors and what they represent
Purple – Creativity, individuality, quality
Yellow – Enthusiasm, excitement, optimism
why it's effective for the brand
Never one to keep up with the Bro’s and Joneses, Planet Fitness has done an amazing job of positioning themselves in the marketplace as the “anti gym”. In fact, their trademark purple is so ubiquitous in all of their advertising and facilities that it’s impossible not to think of them when we see it. In fostering an environment free of judgement, purple supports this goal by evoking feelings of personal freedom and creativity. A bright, impactful yellow adds a splash of enthusiastic optimism so you’ll always feel ready to ease in and command your next workout.
Heineken beer
Colors and what they represent
Green – Hope, growth, refreshment
Red – Passion, desire, excitement
why it's effective for the brand
When Heineken became the official beer of choice for James Bond, they positioned themselves as the drink of the debonair. This notion was only enhanced by a mysterious, deep green that evokes feelings of sophistication and reassurance. Keeping the brand grounded in the bourgeois, their signature forest green offers a sense of refreshing playfulness to its’ darker companion. No Heineken bottle would be complete without a bright red star to add a splash of passion and desire to your drink choice. Salud!
That wraps it up for us this month. We love getting feedback from the community.. Are there any brands you’d like to see a color breakdown for? Anything you’d like to add to our justifications? Or, if you have an idea for another blog, be sure to reach out and let us know!