Page 35 - Branding Yourself and Your Business

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THE IMPORTANCE OF COLOR

Along with having a logo that is easy to read and attractive to

consumers, another decision that you will have to make is what
color to make the packaging. This is another way for
your brand to stand out against the competition, so choose
wisely. Just how fonts can portray different meanings for your
brand, color can do the same thing. Red is a striking color that
comes across bold and fierce. Blue can be interpreted as serene
and soothing; yellow is considered a neutral color with the other
primary colors orange and green falling in between red and blue.

One of the most common practices that companies do when
choosing a color for their packaging is to choose the direct opposite
color from their closest competitor. Just look at Coca Cola and Pepsi,
Coca Cola is red Pepsi is blue, the direct opposite of each other. Some
companies are so identified with a color you know what the product is
just by seeing it. Ask anyone what the little blue box signifies and they
will automatically tell you Tiffany’s. If you show a picture of yellow
arches to consumers, they will instantly know that it is McDonald’s
even without seeing the rest of the sign. Another example of a
company that has made its brand synonymous with a color is UPS.
They have even incorporated it into their advertising