What is color? A tool of design. Color is as important in design as shape. Color is the element that makes an item among similar shapes noticeable.
Color is what makes anything pop. In the 1950s, the color of lipstick was red. There were several reds available, but red it was. Red gave dressed up women pop. Find reprints of ’50s magazine ads, and there it is (or go to Google.)
And as any designer knows, red is the most chromatic color. It shows up as the most noticeable color. It’s the color of stop lights and stop signs and brake lights. A red car is the most noticeable of all the cars in a parking lot.
But not everything can be red. In the world of advertising and merchandising, marketers have staked out their own share of any given category with certain colors.
So the branding departments at major manufacturers have given their prized products colors to differentiate them from their competitors. Coca-Cola is red. Sprint is yellow. T-Mobile is hot pink. These are examples of branding, a term that has many connotations. But as pertains to color, a marketer can’t choose a more identifiable tool.
Some examples are less obvious. DiscoverCard has run a series of ads that feature a sales associate in one frame talking to a customer in another. Look at the visuals above: everything in frame 1 is color coordinated with frame 2. This isn’t coincidental. It’s a subtle version of branding, using the color from the DiscoverCard logo (orange) along with a complementary toned-down blue. Coordinated and cohesive.
Within all these companies, they have a built-in rule referred to as “brand awareness”, meaning that they keep their brand colors in the forefront when it comes to advertising.