When Pantone debuted Love Symbol #2 to honor the legacy of musical icon Prince, it reaffirmed the power of color in stirring memories and making lasting impressions. The new deep-eggplant “Love Symbol #2” is a tribute to Prince’s long-time association with the color purple, particularly his 1984 film Purple Rain and its Academy Award–winning soundtrack.
Studies have demonstrated a powerful connection between color and the brain’s processes around memory, mood, and judgment. Some are personal (such as evoking memories of childhood on seeing a house the same color as the one you grew up in), and some are more universal (such as the color yellow’s ability to lift one’s mood).
Brand marketers have long been aware of the power of color in establishing positive connotations. Banks use the color blue, for example, because it implies trustworthiness, while many kids’ brands use red and yellow because of their energetic qualities.
Even if you’ve already established a brand palette for your company, you can play with different colors to lend a boost of energy to specific campaigns. Whether you’re raising funds for charity or launching a new product or service, color can give your campaign an identity all its own and make a lasting impression with current and prospective customers.
Tapping Into Color Meanings
Our brains are hard-wired to connect colors to different moods, perspectives, and qualities, such as
- Red: passionate, energetic, alert
- Orange: fun, playful, happy, vibrant
- Yellow: friendly, warm, cheerful, optimistic
- Green: peaceful, nurturing, prosperous (as in the color of money)
- Blue: trustworthy, stable, calm, intelligent
- Purple: creative, mysterious, luxurious (remember, it’s the color of royalty)
- Pink: feminine, young, sweet
- Brown: earthy, rustic, outdoorsy (especially when paired with green)
- Black: serious, elegant, edgy, sophisticated (think tuxedos and limousines)
As you plan your next marketing campaign, put some thought into the kind of impression you want to make, and consider color choices that support your creative direction.
Using Colors for Symbolism and Causes
Ever since AIDS/HIV ribbons first appeared in the 1990s, individuals and organizations have used color as symbols for specific causes, such as
- Pink: Breast cancer awareness
- Red: AIDS/HIV awareness
- Purple: Anti–gang violence
- White: Anti–violence against women
- Yellow: Support for the military
If your campaign involves fundraising or lending in-kind support to a cause, do some research and find out if there’s an established color associated with it.
Using Your Campaign Colors
Once you’ve selected one or more colors for your campaign, start exploring ways to put them to use. Here are a few ideas to get you started:
- Create a logo for the campaign using your chosen colors.
Create social media banners announcing your initiative and featuring your campaign logo and colors.- Give away color silicone wristbands featuring your campaign name and slogan.
- Choose a promotional product line that offers a wide variety of products in the same color and create your own campaign giveaways. Even better, find a collection of products in coordinated colors sold as a kit like the tradeshow survival kit. The best part is the contents are already filled into the bags for you! Find the right combination for your campaign and let your promos market it for you.
- Have your staff dress in color t-shirts and baseball caps in your campaign colors and featuring your campaign logo.
When it comes to making a lasting impression and building a memorable campaign, color can be a marketer’s best friend. By choosing a unique color palette and using it strategically, you can tap into the power of color to attract new customers, re-engage existing ones, and ensure that your campaign reaches its full potential.
Cool, great blog. Always enjoy learning about new subjects