Consumers not only attribute personality traits to products and services but they also tend to associate personality factors with specific colours. An obvious example is Coke with its strong association with red which stands for excitement.
Can you identify other examples of where colours are associated with brands and communicate personality traits? How important to a company can this association be?
- naekuoLv 71 0 年前最佳解答
When you hear "big blue", what company do you think of?
As marketers, you know that color is an important brand asset. It helps clients and prospects recognize your company or product. But color can be used to support goals way beyond just recognition. It can be used to evoke emotion and build that all-important connection with the people who surround your brand.The Lotus corporate color was originally blue. But it changed to yellow when we moved our products into retail. Yellow boxes are more likely to be taken off the shelf, so Lotus Yellow was born. But it was not through retail sales that the yellow had its most dramatic effect. It was with the larger Lotus brand community.yellow was consistent with our brand attributes: bright, positive, visionary. Our yellow awareness was so powerful, that when we launched TV ads in a letterbox format (the ad was shown between two horizontal bars of yellow) people could identify that they came from Lotus without even watching them. Not bad for general brand awareness. Of course, we hoped people would watch the ads, too! In the marketing department, we used yellow as a way to express the brand internally. We developed communications and Web-based materials that explained the Lotus brand through creative uses of yellow. Everyone in the company bought into Lotus yellow and proactively supported its liberal use. We even had a “yellow” video that was shown to all new hires during orientation. From accounting to product development, employees considered how to include some yellow in their day-to-day activities. And business partners and alliances joined in, too. The color yellow, as strange as it seems, was a powerful and unifying force among all members of the Lotus brand community. =
That is why kids want them :)