Colour
A distinct colour, or combination of colours, have clear advantages:
– Buyers can quickly identify you without focusing – speeding F1 car.
– Buyers can identify you from a distance – AA vans.
– Buyers can identify you when very small – mobile app or online icon.
– You can cover a large area with your colour – an exhibition stand.
– You can cut-through a busy environment – at events.
Before recommending colours to our clients, we go through a screening process to:
– eliminate colours associated with your competition.
– eliminate colours that signal your category, such as green for sustainability.
This ensures all the colours or colour combinations have been prescreened to be distinct within the category.
Above, you can see the brands in the package delivery category. If you were to launch a new brand in this category, we would suggest potential colours or combinations in the areas shown.
Note: Testing reveals no difference in the performance of single colours compared to colour combinations (Ward, 2017).
How correct use of colour made Strontium the No.1 seller
When Strontium came to us, their packaging was red, just like all their competitors. We strongly recommended changing to a distinctive brand colour. Within three months, Strontium out-sold Kingston and SanDisk to become the number one memory provider in JB Hi-Fi stores across Australia.
