Great brands should own a color in a consumer’s mind in their category.
Can you recall the colors of FedEx in an instant- Purple and ……Can you recall UPS color – Brown and ….. As a user, it is easier to recall a color of a brand if it is of a single color. Sometimes, tough to recollect the second color.
Mcdonalds owns Yellow color in its category. Which color does Burger King own?
Can you recall the colors of Shell petroleum – Red and ….., Hindustan Petroleum – Dark Blue and …., Indian Oil – Orange and ….., Bharat Petroleum – Yellow and …
Pepsi(Can you recollect the colors?) and Coca-cola
Does multi-color help in brand extensions – No it complicates. Look at FedEx – How could people remember the color or recognize the services?
Let us look at some of the single color brands below (Except Instagram)
Some more single color brands – Disney, Starbucks, Apple, Barnes and Noble, Cadbury, CVS, Crunchbase, DeWalt, ESPN, HP, IKEA, Economic Times and so on.
STARBUCKS owns the above green color in consumer’s mind in the coffee category.
Apple’s “White” logo makes it easy to identify the apple products even at a distance.
Single color in the logo – makes it easier to transfer the logo to various mediums.
Single color – Easier for brand extensions (Though Virgin is not a good example)
Single colors grab attention better than multi-color brands when viewed from a longer distance, helps to stand out from the crowd – Example, Mcdonalds Vs Burger King.
Avoid colors that conflict with the brand name – Cognitive Dissonance for users. Pinkberry in green color.
Even if we need to use more than one color, we should make sure that one color is prominent and different from competitors.
References:: Content from Visual Hammer by Laura Ries