Color only plays an associative role if our brain has not made any association with that brand. Red feels more powerful in isolation than blue. However, in reality we do not experience a brand in isolation. Other cues that have been etched into our memory through. Advertising, packaging and product experience. In practice, this means that, with each new day in a brand’s life, the psychological significance of their color becomes more negligible.
This is more and more overwritten by the associations created with advertising campaigns, packaging and product consumption. Still, color plays an essential role, but in a completely different way. Coca-Cola and Pepsi Why is color important then? The role of mental List of Timeshare Owners availability The real reason why color matters to brands is much simpler. It makes brands easily recognizable, which increases the chance.
The importance of red
Byron Sharp calls this ‘Mental availability’ in his groundbreaking book How Brands Grow (affiliate). Above all, color fulfills the role of a unique cue that makes it easier to buy the product. This has major implications when selecting a color for a brand. Instead of focusing on the psychological meaning of a color, it is important that. The color or color combination is unique to the category you then monitor to what extent the color is associated with the brand you are not tempted to change.