Want some food for thought? Sink your teeth into the juiciest marketing news with The Squeeze! Sign up now to receive monthly industry highlights straight to your inbox to get your creative juices flowing. From the psychology of color to the politicization of brands, here is what's happening for October. Happy Halloween! 🎃
The Power of the Palette: Why Color Matters in Branding
Why do fast food companies always use red and yellow in their branding? What’s the significance of Google’s rainbow logo? Why is Apple’s apple white? Behind every color choice, there’s a story. Companies are strategic in picking a palette because it’s such an essential element of their brand.
It has profound psychological effects on consumers and sets the tone (no pun intended) for how people interact with a company. Here are some scientific findings that demonstrate the power of color:
1. 80% of people believe color increases brand recognition.
2. Visual perceptions determine purchasing judgements in 93% of people.
3. Over 84% of consumers cite color as their main reason for purchasing a particular product.
4. People make a subconscious judgement about an environment or product within 90 seconds of initial viewing. Between 62% to 90% of that assessment is based on color alone.
5. Ads in color are read up to 42% more often than the same ads in black and white.
The numbers don’t lie. Colors play a huge role in branding and even a company’s success. Check out this guide to see what each color conveys.
Improve Employee Engagement with Social Media
Love it or hate it, social media is necessary for every business. These platforms offer numerous benefits, including but not limited to: helping your business gain exposure, driving traffic to your website, promoting your products and services and connecting with your customers.
Another essential way social media can help your business is with employee engagement. More companies are adopting employee advocacy programs, encouraging workers to share internal news and promote the brand on social networks.
These programs are a brilliant strategy for promoting your business inside out. Never forget that your employees are your best brand ambassadors.
Should Brands Get Political?
We live in divisive times—at least that’s something we can all agree on. In a world of such discord, should brands try to remain neutral?
Sometimes brands roll the dice, and it works in their favor, like when Nike made Colin Kaepernick the face of its “Dream Crazy” campaign. Despite the boycott that ensued, the company raked in $6 billion from the campaign and sold out of its custom Kaepernick shirts within hours of their launch.
Other times, brands try to take a stand and end up losing their footing. Remember when Pepsi released that controversial ad featuring reality star and model Kendall Jenner? In case you repressed this disaster from your memory, the ad is a poor attempt to pay homage to the iconic image of Ieshia Evans at the Baton Rouge Black Lives Matter protest.
It shows Jenner joining a protest and handing a Pepsi to a police officer, fizzy olive branch style. The ad concludes with the crowd of protesters and police officers alike celebrating the joy of Pepsi, leaving a bad taste in everyone’s mouth and even had former Pepsi CEO Indra Nooyi scratching her head.
What do you think: Should brands take a stand for causes they believe in, or should they remain neutral for the sake of professionalism? We would love to hear your input.