The Branded for Success book was written in 2007 by my wife and 2 of our colleagues. It’s purpose was to highlight my wife’s graphic design talent that could be leveraged for a business to get a successful brand. It has allowed the three authors to gain authority as branding experts since they are published authors on the subject.
Branding has changed over the last 18 years. Information regarding human psychology and response that we now know since then is being applied to how branding is used. The principles in this book are still applicable but some updating is necessary. This chapter deals with the use of color for a successful brand. Using our content transformation services, we will evaluate it to see that it is not outdated and irrelevant. This is our opportunity to update and supplement with necessary content that may have been missed when it was originally offered.
Since the book was written from a design perspective, this topic is important and should be determined after the foundational brand elements are completed first. New content will be added as necessary before we prepared for it’s new delivery. Since the repurposed content will be used for premium access content, I will provide summaries of the original text and the repurposed text. Also, when we are finished, the chapter divisions may not be the same, since this will not be repurposed into another printed book.
Summary of chapter 6 of the original text:
Choosing the right colors for your market and products is crucial, as research shows that different colors evoke specific emotions and influence consumer behavior. Many businesses make the mistake of selecting colors based on personal preference rather than what resonates with their target audience. For example, fast food chains frequently use red and yellow because red stimulates appetite. Yellow grabs attention and creates a sense of urgency. Similarly, corporate brands like Dell, IBM, and Wal-Mart use blue to establish trust and professionalism. Understanding color psychology can help businesses make strategic branding decisions that effectively attract and engage customers.
The shade of a color also plays a significant role in how a brand is perceived. Deep blues, for instance, convey trust and authority. Pastel blues may be more suitable for brands targeting new mothers or outdoor themes. Green often symbolizes money and prosperity but can also represent nature and sustainability when paired with earth tones. Companies like American Express and Check Into Cash use green strategically to evoke financial success. By learning how different colors impact consumer perception, businesses can enhance their branding efforts and create stronger connections with their audience. For a deeper understanding, downloading the “Using Color Successfully” report can provide valuable insights into leveraging color for branding success.
Summary of the corresponding repurposed text:
Color is a powerful tool in branding, influencing emotions, perceptions, and consumer decisions. Instead of selecting colors based on personal preference, businesses should consider how different colors resonate with their target audience. Research shows that specific industries respond more positively to certain colors. For example, red creates urgency and excitement, making it popular in fast food and retail. Blue conveys trust and professionalism, often used in corporate and financial sectors. Green is linked to health and wealth, frequently appearing in wellness and finance. Black represents sophistication and is favored by luxury brands.
Beyond choosing the right color, different shades can impact perception. Pastel tones feel soft and friendly, making them ideal for beauty and lifestyle brands. Bold colors grab attention and suit sports and entertainment industries. Colors also influence consumer behavior in marketing. Companies use red for call-to-action buttons to create urgency or green packaging to appeal to eco-conscious buyers. A strategic approach to color selection ensures that a brand not only looks appealing but also effectively connects with its audience, enhancing recognition and trust.
Observations:
As you read both of these, there is little variance in the concepts themselves. Some of the wording is changed but really is negligible in terms of over all effect in the message. One thing the rewrite does do is take the effect of color beyond the brand into marketing practices. Keep this in mind when you are at the point of choosing a color scheme for your brand. You want the whole look to work and be cohesive.
Final Thoughts:
Colors to a brand is like a melody to a song. Do not overlook its importance in your brand arsenal. But it should be born out of the work done in the foundation of your brand: its purpose, mission, values, vision, personality, promise, and position. Also be mindful of how color psychology changes in your target audience. When you first create the brand, a color scheme works. But over time if perceptions of color adjust, you may be looking at a rebrand to keep the brand on track. Something to keep in mind. Here are some examples in history where the meaning of colors have changed.
The perception and influence of colors have changed due to cultural shifts, scientific discoveries, and marketing strategies. One notable example is the association of pink and blue with gender. Before the 20th century, pink was often considered a strong color suitable for boys, while blue was seen as delicate and more appropriate for girls. However, by the mid-20th century, fashion and marketing trends flipped this association, making pink a symbol of femininity and blue the standard for boys.
Similarly, the perception of green has shifted over time. In medieval Europe, green was linked to danger and poison, partly due to toxic green dyes like Scheele’s Green, which contained arsenic. Today, however, green is widely associated with nature, health, and eco-friendliness, thanks to environmental movements.
Another color that has undergone transformation is black. In the Victorian era, black was primarily a mourning color in Western societies, symbolizing grief and loss. Over time, it became associated with luxury and sophistication. For example high fashion uses it, such as the iconic “little black dress.”
Purple has also seen changes in perception. In ancient times, it was a rare and expensive color, reserved for royalty and the elite. Now purple is now often linked to creativity, spirituality, and luxury branding. It is more widely accessible because of the development of synthetic dyes.
Yellow, as well, has undergone a shift in meaning. During the medieval and Renaissance periods, it was sometimes associated with betrayal. An example of this is seen in depictions of Judas in Christian art. Today, yellow is used in branding to represent happiness and energy, frequently appearing in marketing for fast food, entertainment, and technology.
As society evolves, so does the symbolism of colors, influenced by culture, psychology, and industry trends. These shifts demonstrate how something as simple as color can carry deep and changing meanings over time.