Confessing color: a matter of taste or strategy?
Since the 2018 Winter Olympics, Norwegian skaters have not competed in shiny red, but in blue. It has something to do with the lower air resistance of this color. Really? Yes, really. And apparently it works, because the medals flooded in for the Norwegians on skates. But it takes some getting used to for the supporters.
Determine the corporate identity color
When our designers start determining a corporate identity, color for our clients, the customer's personal preference is also often involved. “Well, light blue and orange seem like something to me.” We look desperately. “Or red and green, is that nice and classic?” Not necessarily, but it is impossible to distinguish for 1 in 12 men who are color blind. Confessing color is not always easy, as it turns out. Will it be taste or strategy?
What do the big boys do?
It may seem like a lifetime ago, but 'only' about fifteen years has passed since McDonald's swapped its red, recognisable corporate identity for natural green. The reason? Research showed that people stayed longer — and ordered more — in a green environment. In addition, the color had to support the new, 'green' philosophy and business operations. The common point is that red would be associated with cheap and fast. The latter is not necessarily wrong for a fast food chain. The first is reflected in discount supermarkets such as the Dirk, Deen and the Edah at the time. Do we remember them? On the other hand, of course, there is a premium brand like Coca-Cola; the reason Santa Claus is red instead of green these days. Ho, ho, how is that really? Are they doing well anyway.
Bright pink, bright red
Anyway: Does determining a corporate identity color always have to be so strategic? As far as we are concerned, no. We are pink, bright pink. Because it pops off your screen. Because it stands out. Because it's distinctive. Give the animal a name, we are just proud of it. In our case, our magenta corporate identity is a matter of taste. Nevertheless, we like to do our research for customers. Because even more important than looking at the association is comparing the competition. The SNS, ING and ABN all have completely different corporate identities. The Dane, the Dirk and the Vomar, on the other hand, all lead with red. And just about every employment agency uses the color blue as a primary or secondary. Just not original, or a case of 'if you can't beat them, join them'?
A great strategic corporate identity?
Anouk is there for you and has answers to all your questions! Mail Anouk via anouk@effectgroep.nl or give her a call 030 41 00 791
