Color Psychology In Branding

Color Psychology In Branding

Humans exhibit two highly innate traits – we are visual creatures and irrational thinkers, both at the same time. Our thoughts, feelings, actions and even decisions are subconsciously dominated by how we perceive the visual appeal of a product or a brand.

The foremost (and perhaps, the most important) aspect of visual appeal that strikes customers immediately are the colors that are chosen. Colors are extremely powerful; they influence us in ways we ourselves are unaware of. Nevertheless, in order to fathom how colors direct our behavior as well as our decision-making ability, the complex subject of color psychology has been developed as a full-fledged research area.

Colors, in the simplest of terms, are how our brain perceives the light reflected by different objects in our surroundings. Different wavelengths get projected as different colors. Each color coerces a certain set of emotions in us; it is hardwired in our brains. This being backed by a reliable research, a product’s color can influence a customer’s purchasing decision by anywhere between 60 to 80 percent. While red sparks the sentiments of energy and excitement, blue color evokes trust and loyalty. Yellow ignites happiness and enthusiasm whereas violet stirs feelings of luxury and imagination. But as researchers state, color psychology is way more complex and individually-driven than this universal association. A single color can evoke contrasting connotations depending on the audience it deals with. On the other hand, distinct shades, tints and tones of the same family of color can too elicit clashing emotions in customers. A bright, sunny yellow radiates happiness and positivity. But a dull, pale yellow exudes sickness and monotony. Hence, opting for proper colors more on the basis of their context than generalized insights can help build a supreme, memorable perception of the brand.

Since the very first practices of branding, colors have occupied a major space in this process. Brands, in order to distinguish themselves from their competitors, focus on choosing those colors that streamline and foster their values, aesthetics and tonality altogether. An additional study conducted highlights that correct colors can increase brand recognition by up to 80 percent. Regional and cultural associations too can impact this decision considerably. And in more than any other platform, the retail sector undergoes the most scrutiny in this regard. Colors are capable of aligning businesses with various kinds of personalities and a wrong selection of colors can be detrimental to its success.

Also, specific colors prove to be great for certain industries than others. For instance, the CPG industry (also known as FMCG) is flooded by the colors of red, orange, and yellow because they stimulate hunger. Technology and healthcare brands tend to choose the tranquil blue and similarly, green flourishes in environment, education and leisure industries. Grey and black are mostly chosen in combinations with other colors. Consequently, a correct color palette can envelop an ideal spirit and strength around the concerned brand or product.

It is also pivotal for brands to undertake a thorough, in-depth study of the demographics showcased by their target audiences before picking colors. An independent study suggests that blue is the most preferred color by both men and women whereas brown is the most disliked. This is particularly why 33 percent of the world’s top 100 brands have chosen the color blue in their logos, followed by the next 29 percent using red. In their youth, men opt for colors like charcoal black, denim blue and splashed white. Young women prefer crimson, tangerine and jade. As men and women age, they tend to be drawn to softer colors like snow blue, pale beige, crepe pink, and candle white.

The right colors can strengthen the brand identity and its perception in the minds of customers. Brands can communicate through their colors without actually having to communicate at all. This makes them enduring and supplements them with a unique identity which is both relatable and timeless.

Contributed to Branding Strategy Insider by: Geet Bagrodia the founder and CCO of the company Vowels.

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Orchard Pig Cider teams up with AirBnb

Orchard Pig have created a pig-shaped wooden hut that you can hire on AirBnb to celebrate the launch of its new product, Orchard Pig Pink Cider.

The glamping pod is available to rent on AirBnb throughout August and can be transported to wherever you request in the UK. The listing comes with a case of the new pink cider and sleeps 2 people, though there is room for up to 12 people inside. 

The description says the pod is “equipped with all the camping essentials (but not too many – this is about embracing nature and living the piggy lifestyle…)”

Rhona Fyfe, Brand Manager of Orchard Pig, says, “Everyone loves a taste of the countryside, but we know it’s not always easy to get to, and the old-school camping experience isn’t always glamorous. 

“That’s why we’re turning glamping into glamPIG – bringing flavours of the farmlands to wherever you desire, complete with sleeping bags, facilities and of course plenty of Orchard Pig Pink cider to quench your thirst.

“We promise that you’ll never experience anything like it – prepare for a night sleeping inside a giant pink wooden PIG – that’s something to snout about.”

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Flow Gains Shawn Mendes as Partner and Investor

Flow announces sustainability campaign with Shawn Mendes, who alongside manager Andrew Gertler, join the company’s Board Of Advisors

Flow Alkaline Spring Water, a naturally alkaline spring water brand announced their partnership with Shawn Mendes and music manager Andrew Gertler. Mendes and Gertler have joined the company as investors and advisors.

The relationship with Shawn Mendes and the brand grew organically after Mendes and Gertler became fans of Flow in its early days. Mendes has been making Flow an important part of his wellness routine since 2015. As the relationship deepened, the brand’s founder and CEO, Nicholas Reichenbach, connected with Mendes to discuss working together to help spread a shared mission to inspire positive change in the world and amongst Mendes’ fan base by providing a more sustainable alternative to traditional bottled water. Mendes will serve as ‘Sustainability Ambassador’ for the brand.

“I am incredibly excited to work with Flow Alkaline Spring Water alongside my manager Andrew Gertler, as partners, and to become the face of a brand that promotes sustainability and positivity in the best way possible,” Shawn Mendes said of the partnership.

“We are so excited to have been able to invest in such an incredible brand and join their board. What initially attracted us to Flow as customers was the eco-friendly packaging. We are glad to join the brand in their mission to make the world a more sustainable place,” Andrew Gertler adds.

The campaign will include helping green Shawn Mendes’ spring and summer 2019 World Tour and a consumer-facing contest for a trip to see Shawn in his sold-out, first-ever stadium show in Toronto.

“I am so happy to announce that Shawn Mendes and his manager Andrew Gertler have joined the brand as investors and as brand partners,” said Nicholas Reichenbach, Founder & CEO of Flow Alkaline Spring Water. “It has been incredible to work with Shawn and Andrew in this endeavour. They both have a clear vision on wellness, sustainability and creating a better world for generations to come.”

Together, shared efforts led by greening partner Reverb will help Mendes’ 2019 tour have a positive impact by helping offsetting carbon emissions of the tour (saving 2072 tonnes of CO2e), diverting more than 70,000 plastic water bottles backstage by switching to Flow, selecting sustainable catering and hospitality partners, donating excess food and toiletries to food banks and shelters, recycling and composting all waste, and engaging fans in environmental education.

In their advisory roles with the brand, Mendes and Gertler will help the company through international growth and help disrupt the traditional bottled water industry.

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Zara aims for 100% sustainable fabrics

Zara, the international high street fashion store, has committed to making their clothes from 100% sustainable fabrics by 2025.

The popular clothes shop owned by Inditex is the first high street store to make such a commitment. They have also announced plans to make all their stores eco-efficient too. 

Inditex, who also owns Pull&Bear and Massimo Dutti, has already been making moves to become more sustainable with installing clothes banks in stores to recycle fabrics as well as teaming up with organisation to develop better fabric recycling methods. 

Executive Chairman and CEO of Inditex, Pablo Isla said, “We need to be a force for change, not only in the company but in the whole sector… We are the ones establishing these targets: The strength and impulse for change is coming from the commercial team, the people who are working with our suppliers, the people working with fabrics. It is something that’s happening inside our company.”

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Grey Hires Cory Berger As Worldwide Chief Marketing Officer

Grey Worldwide CMO Cory Berger to drive agency growth across global network

Michael Houston, worldwide CEO of Grey Group, announced that Cory Berger is joining Grey as its first worldwide Chief Marketing Officer.

In this new position, Berger will be responsible for driving Grey’s growth across the global network. He will lead the planning, development and execution of the agency‘s marketing, reputation management and multinational new business efforts.

The goal of this comprehensive, integrated effort is to communicate the agency’s “Famously Effective” brand story and capabilities to all key audiences, internally and externally.

Michael Houston said, “We have established this new position to advance Grey’s borderless way of working in order to seize new growth opportunities on a global basis. Cory is a highly-respected marketer with his finger on the pulse of what clients are looking for. I am confident he will make our team even more strategic and aggressive in the hunt, energetic in marshalling our resources and focused on becoming a winning organisation every time out.”

Cory Berger joins Grey from award-winning independent creative agency, Pereira O’Dell. Over the past six years, as Managing Director, he established, built and successfully led their New York operation.

Berger played the key role in forging partnerships with brands including Fox Sports, MINI, Realtor.com, General Mills, Blue Apron, Memorial Sloan Kettering, Reebok, Jet.com (part of Walmart), Timberland, New Era and the NBA.

Under his leadership, the office achieved six years of consecutive growth, increasing top-line revenue by nearly 40 percent alone in 2018. He is a big believer in the power of creativity, and in recent years his office has won numerous industry awards including multiple Cannes Lions, Effies, D&ADs, Emmys, Clios and the Sundance Film Festival. He was named to the prestigious Ad Age “40 Under 40” list in 2016.

Earlier in his career, Berger served as Vice President of Business Development & Client Service at Noise, a millennial-focused digital innovation shop that was Facebook‘s first agency. He has also held a top post at Momentum, a leading sports and entertainment experiential agency. He began his career at Havas in New York and also worked in strategy at Mother.

“I have long admired the Grey brand and its history of ‘Famously Effective’ work. Its singular focus of using creativity to solve business problems is one that I believe has never been more relevant and needed. As I talked with Michael and his team about their vision to create the next generation of Grey, it became clear this opportunity was too awesome to pass up,” said Cory Berger.

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New Drivers Define The Consumer Decision Journey

New Drivers Define The Consumer Decision Journey

The combination of Big Data collection and the algorithmic power of AI to learn is having a dramatic impact on the world of marketing and advertising. The personalization of information coupled with the science of persuasion and natural language processing is merging with these innovations to produce technology that operates on us psychologically, something called psychotechnology. In this new age of psychotechnology, we need to recognize that AI can help marketers in unifying data, optimizing campaigns, and harvesting insights. In other words, AI brings new capabilities to all phases of the customer journey, from building awareness and helping encourage buying decisions all the way through the retention of existing customers and turning them into powerful advocates.

Just think about how Netflix leverages data in its movie-recommendation algorithms. One report estimates those recommendations help reduce the churn rate among its subscribers, saving the company upwards of $1 billion a year that it might otherwise have to spend to acquire new customers. This kind of targeted, data-driven, personalized advertising is mostly imperceptible to customers.

Marketers must also understand that AI-powered voice assistants are becoming a default go-to that consumers will use to curate the dizzying array of options they can choose from online. This is especially true in regard to digital voice assistants like Alexa, which consumers are increasingly using to help make decisions about which brands to buy. As Niraj Dawar, a marketing professor (and Branding Strategy Insider contributor) penned in the Harvard Business Review: “Consumers’ allegiance will shift from trusted brands to a trusted AI assistant.”

Seducing The Algorithm

The stakes are enormous—especially for brands that offer multiple products that the digital assistants can recommend, something Dawar calls, “the economy of scope.” The more consumers learn to trust their digital assistants, the more persuasive those assistants become at steering customers to brands. To survive this kind of paradigm shift, brands need to shift their focus from trying to develop direct relationships with customers, to developing ways to optimize their positions with digital assistants.

Psychotechnology has the greatest impact when all of the elements—from personalized information and persuasion equations to learning algorithms and NLP—converge to create entirely new ways of connecting with, and persuading consumers to act.

Leveraging Personal Data

The next generation of AI-enabled marketing and advertising tools will be contingent upon access to data—lots of data. That’s where Facebook and Google have created a significant advantage at a macro level. For marketers, when it comes to reaching their brand’s customers, they need to be thinking about how to develop ways of capturing more detailed information about them as a way to better personalize and calibrate campaigns. They also need to think about how they can eliminate the silos that separate data and prevent a marketer’s ability to build a more comprehensive picture of their customers. As Martha Mathers, practice leader for marketing technology at Gartner, said in an interview about deploying AI in marketing: “It’s pretty critical that you look at the data that you have. And do you know enough about your customers to actually be able to use that tool?”

That’s why one of the areas many enterprises are reinvesting in is their CRM systems, which have become the top of the funnel for capturing data on prospects and leads. That data can then be fed to AI systems throughout the marketing organization. But just having the data isn’t an end in and of itself. With AI, we now have enhanced capabilities of making new connections with that data wherever it might be coming from, both online and offline, and then combining it with other sources to create a more complete picture of a customer as they proceed along their buying journey. Salesforce.com has reported, for example, that it’s AI system called Einstein makes more than one billion predictions per day for its customers. On a similar note, Microsoft has begun incorporating data it’s gathering from LinkedIn, the professional social networking site it acquired in 2016, to help it with it’s AI sales and marketing efforts. The firm Adobe spent a reported $4.75 billion to purchase the AI capabilities owned by the firm Marketo as a way to compete with Salesforce. Other data vendors, like Dunn & Bradstreet and Hoovers, have also become vital partners for organizations looking to feed their AI systems with more and more data.

Campaigns That Learn

AI can help us optimize existing campaigns in ways that allow us to achieve our goals against key performance indicators (KPIs), such as ecommerce revenue results. This is basically an interactive statistical process of testing and remediating and ultimately bending campaigns in the direction of whatever yields the best results. Firms who have employed AI in crafting dynamic email outreach campaigns have already seen persuasive results: email clickthrough rates that average about 2.6 percent have soared to more than 14 percent by leveraging machine learning to create compelling subject lines, copy, and calls to action. AI can also harvest insights about the customer decision journey that can enable marketers to create new campaigns based on answering questions like:

  • When is the best time to engage?
  • What motivates engagement?
  • Will this audience respond better to direct mail, telemarketing, online advertising or an email?

In this same vein, AI can help us with arriving at more accurate attribution modeling, ie: to what marketing action do we attribute this particular purchase?

The twenty-first-century wizards of marketing are those who have mastered the efficiency of real-time automation delivered by artificial intelligence. They understand how personalized information powers targeted persuasion and they apply machine learning to improving the process continuously. Today they are exploring the use of natural language processing to engage with consumers using speech, to ensure their products and services can be found and purchased through voice assistants. They understand the potential of psychotechnology to radically alter the customer decision journey and they are applying it already.

Contributed to Branding Strategy Insider by: William Ammerman. Excerpted and adapted from his book The Invisible Brand: Marketing in the Age of Automation, Big Data and Machine Learning

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Kronenburg 1664 lifts Eric Cantona into space

Kronenburg have been working with Eric Cantona on a space mission to prove Kronenburg 1664 is ‘Le Taste Supreme’ in a series of adverts.

The famous footballer has been undergoing ‘training’ in the last few weeks, ready for lift-off, in the German beer’s latest ad campaign. 

The release of the campaign and the final ‘lift-off’ advert this month coincides with the 50th anniversary of the 1969 Apollo 11 space mission.

The last advert shows Cantona fulled suited up as he finally makes it to ‘Space’, though this one is slightly closer to home – Space nightclub in Ibiza.

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Onken open pop up in London

Onken yoghurt are opening a pop up shop in London’s Covent Garden offering Londoners a sensory taste experience.

The free pop up shop named The Haus of Inner Happiness Pop-Up will open for one day only on Thursday this week. Guests will be able to enjoy a series of immersive experiences all focused around the world of Onken yoghurt, and inner happiness.

The brand has devised the pop up as part of a larger campaign which also includes a TV advert. The ad shows a man enjoying a yoghurt and is surprised by the kind words of his fluffy Persian cat. The voice over says, “It’s a bit like your cat finally showing you some appreciation.”

The pop up is free, but you can get tickets here.

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How To Leverage Your Brand To Attract New Clients

What is the best way to use your brand online in order to attract clients and customers?

These answers are provided by Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most successful young entrepreneurs. YEC members represent nearly every industry, generate billions of dollars in revenue each year and have created tens of thousands of jobs. Learn more at yec.co.

1. Show Your Face

Clients need to see a brand as more than a logo. It is a great strategy to use social media to give insights into the lives of the people behind the logo. This creates a human link between the company and the customers. This helps create a more likable persona of the company, which is seen as an extension of the people that customers get to see. This makes you more approachable and relatable. – Abeer RazaTekRevol

2. Amplify the Voices of Others

Your brand can’t effectively be an expert at everything and well-informed about every single topic. However, you can still take part in online discussions around trends and industries outside of your wheelhouse. Simply engage in conversation with people who are knowledgeable on these things and you can increase your brand’s online presence while also helping other people. – Bryce WelkerCrush The CPA Exam

3. Ditch the Hard Sell

The biggest mistake people make with their online presence is trying to pitch their products and services to the audience. It’s the easiest way to lose attention. Show yourself to be an expert in your field and educate them without the hard sell. Your prospects will come to you naturally because eventually they will trust you and look to you as the authority. It’s a much more natural process. – Frank B. Mengertebenefit Marketplace (ebm)

4. Start Conversations and Build Relationships

Create a conversational brand. Use online platforms to engage with customers through your brand vision and voice. Interact with them and use current customers stories and feedback as ammunition for building trust and support around your brand. The more you can use your brand to foster a community and relationship with potential customers, the stronger your business and brand will be. – Jared WeitzUnited Capital Source Inc.

5. Educate Your Clients

Content marketing is a super scalable way of generating more leads and increasing brand awareness. I’m not talking about posting a few funny Instagram photos, witty tweets or product videos. Share educational content around your greater industry. If you’re a tailor for men, create content around your product and craft, but also talk about men’s style in general. It’s the new radio ad. – Karl KangurMRR Media

6. Tell a Relatable Brand Story

People buy from people. If a potential customer is deciding between you and a competitor, you can make yourself stand out by being personal and sharing your story with them. Regularly post your story on social media. Have a page on your site that tells your story. Talk about it on podcasts. Network and share your story. The more your brand story is out there, the more attraction you will create. – Connor GillivanFreeeUp

7. Find Your Niche

Knowing your niche can help find your lifelong customers. Find out where they hang out — online message boards such as Reddit or popular social media pages. Become part of the community to gain recognition and to also make sure you’re always up to date with what your customer base’s needs are. The information gained through the niche community will be invaluable. – Andrew SaladinoKitchen Cabinet Kings

8. Provide Tremendous Value

You need to understand your customers better than any of your competitors. This means you know what their psychological needs are, their fears, how they think and their consumer journey in your industry. Only then can you provide tremendous value to them at each stage of their journey. This value will come in the form of content and experiences that meet those psychological needs. – Kevin GetchWebfor

9. Personalize Every Customer Experience

Attracting new customers and clients requires an attention to detail that most companies fail at achieving. I’m talking about personalization. Make sure you’re making every experience with your potential customers personal with targeted content and products based on their behavior on your website. When a business nails personalization, both consumers and clients remember their experience. – David HenzelLTVPlus

10. Share Your Expertise Through Thought Leadership

I think the best way that brands can attract clients or customers online is by building thought leadership. Showcase your expertise through writing bylines, guest blogging, booking podcasts and getting featured or quoted in the media. – Kristin Kimberly MarquetFem Founder

11. Retarget Site Visitors

It’s very rare that a user visits your website for the first time and makes a purchase. To get consumers to come back to your website as well as to keep your brand at the top of their minds, use retargeting. A retargeting pixel is placed on your site, when a user leaves without buying, it “follows” them around the web to display targeted ads, encouraging them to return and make a purchase. – Stephanie WellsFormidable Forms

12. Solve a Problem

The No. 1 thing every single brand can do to attract clients and customers is to solve a problem that currently doesn’t have a solution. When you create something that improves the quality of life for a large number of people, potential clients and customers will take notice. – Blair WilliamsMemberPress

13. Stay True to Who You Are

As a branding expert, I’ve seen so many times how people move too far away from their real, authentic brands when marketing online! Stay true to who you are, but take steps to reach out to targeted online clients, including leaning into aspects of your brand that certain targeted cohorts will appreciate. – Beth DoaneMain & Rose

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Evolving Platforms Shape Customer Expectations

Evolving Platforms Shape Customer Expectations

Despite all of the privacy controversies surrounding online platforms, the share of US adults using social media, including Facebook, is mostly unchanged versus last year, according to a Pew Research study. Nearly 80% users between the age of 18 and 29 engage with Snapchat and Instagram every day, with 68% and 60% respectively saying they use it multiple times a day. In China, nearly all users access the internet via mobile devices, with much of their time devoted to WeChat—in fact, about 40% of WeChat users spend between one and four hours a day on the app.

As established platforms become more mature, they’re looking for new ways to engage with consumers via enhanced, immersive shopping experiences and creative tools. While one might argue that it is in the platforms’ best interest to engage users for longer periods of time, many users are realizing the negative side-effects that come with keeping up appearances on social networks, like heightened anxiety and depression. Users still want to connect, but in ways that are complimentary to desires around mindfulness and well-being.

A trend report from JWT Intelligence provides three areas where platforms are doing better to meet (and try to exceed) customer expectations. It’s wise for brands to stay savvy about growing new ways to connect with customers before playbooks are developed and best practices are known – it can be a fantastic way to test new ideas and break away from the competition.

1. Social Enrichment

With many platforms offering brands ongoing new tactics for reaching customers, the original intent of the social platforms (to provide ways that connect people) can get lost. Here are two examples of platforms going back to their roots to facilitate connections.

  • Snap launched Bitmoji party, a multi-player game that allows users to play live games with their own avatars inside the app. “We wanted to build something that makes us feel like we’re playing a board game with family over a long holiday weekend,” said Will Wu, Snap’s director of product, at the company’s Partner Summit. “Something that makes us feel like we’re sitting with friends, controllers in hand, looking at the same screen.”
  • Feiliao (FlipChat) was launched by ByteDance, the parent company of TikTok, calling it an “interest-based social media app” offering a more targeted resource for social interaction as an alternative to WeChat.

2. Social Shopping

China is where it’s at for examples of how social apps are reimagining what it means to do eCommerce. By fusing commerce with social tools, brands have new opportunities to foster communities, generate content and create myriad ways to engage.

  • Xiaohongshu (Little Red Book) is one of the faster growing apps for discovering products and brands. While it was launched as a platform for advice on duty-free shopping, it’s expanded into a user-generated content hub for fashion and beauty tips and reviews. But brands and influencers work within strict posting guidelines to protect the integrity and trust with the platform.
  • Depop (Pictured) is growing in popularity with Gen Z. Last month, they raised $62 million in Series C funding and plans significant expansion, expecting to reach 15 million people in the US. Depop is comprised of bedroom entrepreneurs that buy and resell handmade or thrifted clothing on their profiles, building a following that’s based on their personal style.

3. Creative Inspiration

With much of our digital world driven by algorithms, some platforms are emerging to offer spaces where self-expression and creativity can flourish without judgment.

  • VSCO was launched as a photo/video editing platform that has removed upvoting and validation, encouraging everyone to “fall in love with their own creativity.” It’s getting a surge in popularity from Gen Z as they are looking for an alternative to Instragram and the social pressures that come with wanting to be perfect on that platform. VSCO’s Vice-President of product, Allison Swope, says, “The younger generation are very smart, they are very perceptive, and they actually value their mental health and their overall wellness, and they know what serves them. People don’t feel a pressure when they share on VSCO and it’s a thing that they value very deeply, in addition to the quality of the tools.”
  • Instagram is rolling out an AR toolkit for users. The SparkAR feature will allow virtually anyone to create their own AR filters for their Instagram. Other users can access the filters by following the creators. The result is an entirely different look from those that can be found on rival Snapchat.

While there is an argument to be made that these platforms are connecting us but we are not connecting, ironically they are helping us learn what consumers want, need and expect.

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