Elements of Advertising - Volume 3

For the engineers who brought us television half a century ago, nothing was more exciting than the phrase, “presented in technicolor.“ You might assume the same is true today – that more color is better, especially since we’re watching everything in 4K. However, an increase in the accessibility of advanced technology means artificially produced color isn’t novel anymore. This is true with advertising and branding; the goal is not dynamic range, and you could even argue that it never was. The goal is differentiation. Whether your brand is working to define its visual identity or crafting a powerful ad campaign, being selective with color produces great results.

In America, it’s common for the two leading companies in a given industry to use either red or blue as their primary brand color. Both are patriotic – one instills a sense of trust and the other incites passion. Think Coke and Pepsi, Target and Walmart, or Verizon and AT&T. But that’s not the end of the story. There are always open spots on the color wheel. Exciting and rebellious brands often zig while others zag, and it pays off. Think Hulu, T-Mobile, or Spirit Airlines. 

The important thing is that you pick a color and own it. Seriously – go all out. Paint the town in your unique hue. Color is closely linked to memory, and it always triggers emotion. That’s why it’s one of the most powerful tools in a brand’s toolbox.