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Do these colors make you hungry? Hungry for something sweet perhaps? Do they make you think of chocolate and peanut butter? Color can be so identifiable with a logo or a package design that the color alone can conjure an image or product in your mind and make you want it. Shape, topography and concept are all equally important in developing brand identity. But color is the fourth leg of the stool. Providing not only visual appeal but information that identifies the product and ideally makes you desire it.
What is the color on screen actually telling your brain? If we look at the colors, quite literally we are seeing peanut butter and chocolate identified. But what about the orange color? It's a dominant element, so what is it telling us? Peanut butter, actually appears more orange than yellow and the interior of this sweet confection is more like peanut butter than a peanut. So, why not both colors? I suspect the orange makes us think of warmth and happiness.
Although red is also warm, it might have signaled something different. Cherry or strawberry flavor or danger. Too many calories in this candy. Here is another food product label that Andy Warhol immortalized. It is so ubiquitous in American culture. The colors used actually make us think of two things simultaneously, tomato soup and soup as a whole. The size of the word soup is almost as large as the word tomato.
So, that may be why we can make the leap from just tomato soup to soups of any kind. Now, not all brands rely on color to tell their story. Some focus exclusively on shape. This presents something we are familiar with as a shape, a window. But without the color, the brand identity disappears. The colors are integral to the concept of opening Windows and finding new, dare I say it, Vistas.
Well, this symbol is recognizable even without the color or with any applied color so long as the basic design remains consistent. In fact, the color variations for this logo are part of the design suggesting a core brand with lots of flavors or varieties. Color becomes a basic element of the marketplace used to capture consumers and get them to buy a product. Knowing the color can make or break the popularity of goods means understanding visual language and the meaning behind your color choices.
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