In the World War I era, the color blue was thought of as more appropriate for girl's clothing, while pink was deemed appropriate for boys. Pink was considered a stronger, more decided color, whereas blue was viewed as delicate and dainty. It wasn't until the 1940s that the opposite opinion became the norm. So, why the switch? Turns out, retailers had been misinterpreting customers' projected buying habits. Once they took the time to more closely regard customers' purchasing patterns, the "pink for girls, blue for boys" sentiment became the widely accepted opinion for gender-specific colors.

A company's brand identity is comprised of the fundamental building blocks of brand expression--name, shape, color, icons/symbols, pattern, typography, wordmark, etc. Probably the most important yet often overlooked component is color.

If You Build It, They Will Come

Building a brand around a considered and consistent look, feel, and purpose not only differentiates and authenticates companies from their competitors, but also builds a relationship with consumers based on credibility and core values. The use of color in brand expression acts as a non-verbal form of communication that often triggers emotional reactions on a customer's psyche, and can influence a customer's purchasing decisions. According to The Psychology of Colors in Marketing infographic, customers make a purchasing decision based on the following when buying a product:

• 1% of customers decide on a product based on smell and/or sound
• 3% of customers look at the texture of a product
• 93% of customers focus on a product's visual aesthetics

Color-Coded Perceptions

It is important to consider your target audience's nuances, expectations, and opinions when building your brand. Do your chosen colors correspond with the product you put out? Are you attracting the right customers? While there have been many opinions on the value of color in a brand, color is nothing without context.

According to Entrepreneur's article, The Psychology of Color in Marketing and Branding, the consumer's reaction to the color of a product--in relation to its appropriateness--is more important than the aesthetic of the color itself. The AXE Body Spray brand, with its dark, edgy name, colors, and designs, is a prime example of choosing a color scheme that appropriately reflects consumers' perception of the brand. Not many men would purchase a body spray that came in a light pink can. After gaining success with the male market, AXE released a body spray for women...in none-other than a light-colored can with pink designs.

Sincerely, 

Mona Graham
 
Monogram Communication Services

798 University Avenue

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