CASE STUDY

Context: Colours in marketing and promoting anything are very important, due to the fact that 65% of the population is visual. Different brands choose different colours for their logos. This is a marketing strategy and building a certain, specific image. Through the perception of colour, a company builds influence on brand perception. In a way, colours add value to the brand. This is true in the fashion industry as well as others, where attracting customers to the brand is a key goal. Let’s look at how this works, based on the examples given below.

Description:

Apple

Black, gravy and white – these are the main colours Apple uses. For these are the colours in which most of their devices are presented. These are very versatile colours that primarily speak of professionalism. It shows that the brand doesn’t have to prove anything to anyone. These colours also fit their target audience – generally wealthier people, often entrepreneurs, who put quality above price. The colour is meant to emphasize the effect and class of the product. As you can see, it works great, as Apple devices continue to rank among the top sellers in most European countries, not just the US.

Milka  

The brand has relied on both the symbol and colour associated with it in its marketing campaign. It is, of course, about the popular purple cow, whose colour is meant to evoke specific feelings – cheerfulness, languor and carefreeness. This is an incredibly important aspect in terms of standing out in the market. As a rule, purple is not a colour used in general marketing, but in the case of Milka it works perfectly, which influences the popularity of its products in many countries.

Facebook

Everyone associates what the logo of this popular social network looks like. Navy blue is primarily a colour that inspires confidence and restores balance. It also eliminates any negative feelings. When the site was founded in 2004, and the Internet was not yet so popular – the element of trust was very important. That’s why it was decided to use just navy blue as the dominant colour, and this treatment, as you can see, attracted millions of people around the world to Facebook.

IKEA

Yellow and blue is quite an unusual combination. Blue is meant to show safety and trustworthiness – regarding quality and use, in this case of furniture, yellow fits in with the brand’s communication strategy. IKEA encourages shopping, showing that it is full of fun and a nice time spent. Lots of inspiration, very friendly service and, at the very end, a tasty buffet for attractive money.

LEVI`S

The LEVI`S logo has the colour red, which is intended to symbolize the lifestyle of customers. Full of character, many intense moments and courage. Red in this case indicates emotion. The colour of the logo is intended to remind of good moments and suggest their return. In addition, the logo is simple, but thanks to its distinctive colour it catches the eye, thus causing people to pay attention to it.

Lesson learnt: We can clearly see the influence of the colours used on which aspect of their products/services brands want to emphasize in their marketing campaign. Different colours symbolize different worthy qualities or emotions. Nothing appeals to the audience more than just colours, and combining them with specific symbols further strengthens the message. Sometimes even simple solutions, such as the use of appropriate colours, determine the recognition and further popularity of a brand[1].

[1] Nestry “Znaczenie kolorów w marketingu”  https://nestry.pl/znaczenie-kolorow-w-marketingu/