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Color is a powerful mode of expression and in the branding realm it can be effectively used to convey key characteristics and brand attitude. Zaman can help you identify the color of your brand to ensure it conveys the attitude and mood that meets your objectives. Orange you glad we’re ready to help you color your world?
Many consumer brands try to own a color in their customers’ minds. Think of Orange. Pepsi turned blue when it realized that it couldn’t own the red that Coca-Cola was exploiting. But Pepsi didn’t just change the color of its packaging, it worked on developing stylized blue images for video renderings and advertising.
Specific colors are also often aligned to particular products. For instance, chocolate brands tend to stick to rich, deep colors with nuances of gold and brown. Environmental products tend to gravitate towards blue and green tones. Corporate colors generally revolve around dark blue - consider JP Morgan, AIG, Credite Suisse and European Union. Recent trends have paired dark blue hues with silver or dark grey for environmental branding.
Some companies deliberately chose not to associate their brand with a specific color. Instead, they use color intensity to differentiate themselves. Britain’s Tate Gallery and Dubai’s Bastakiya have adopted this approach, enabling them to adapt their operations and the events they host to a particular hue.
In developing Dubai’s Bastakiya brand, Zaman developed a vibrant color palette that would contrast with the backdrop of the neighbourhood’s muted architecture.
Color choice can be a very scientific process. More importantly, how it is applied, translated into imagery and finishing can be quite an intricate exercise.
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