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March 04, 2005
Customers Are Color Blind
In today's e-commerce age, where everyone is forced to type and to remember names with absolutely correct spellings, companies with big branding campaigns only hurt themselves with their old-fashioned, painted, colorful advice. They must all realign their thinking to cope with today's name-driven economy.
Decades ago, in the age of technological scarcity, to be identified by a specific color or even called by that name was considered a great corporate image coup. Today, it has no value. While big corporate identity firms have clearly run out of unique, powerful names, they are now desperately trying to support weaker and poorer names with a specific color theme as a calling device to identify a corporation -- corporate identity, by a single unique color, that is.
With red, blue and yellow as primary colors, how far can you go in reminding customers to differentiate among 100 million brands? Will "Pink Magenta" or "Dark Cherry Black" be the new highly exclusive and protected corporate colors? In this scenario, courts would be swamped over the slight change in a shade or a tint. It might be great for a short publicity stunt and some huge legal costs, but practical? No.
Posted by Don at March 4, 2005 07:56 PM
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