Branding with Color: Lessons from Coke

At my previous gig, my colleagues took pictures of a client's store and the competition's stores. A designer would convert them to black and white photos and blur any logos in the pics. Then they'd ask the client to match the stores with the brands.

It was rare for someone to ace this test. It's a powerful lesson in the power of color in branding (and the need for a store design that also helps reinforce the brand). This test is also done for web sites.

Cuckoo for Coke Colors
From store shelves to the packages on those shelves, Coke realized how well they've used color to differentiate their three big brands from each other when they broke their own rules. A holiday-themed design for the Coke can seems harmless enough. But as you can see, Coke and Diet Coke fans alike were understandably confused by the temporary switcheroo.

You can call this a Coke fail, but I call it a reminder of how good Coke's established its individual brands with just color. But then again, I'm not covering the cost from recalling the holiday cans earlier than planned and replacing them with "the right colors."

Branding through color is well-documented. "Color is one of the brain’s three visual pathways and, since we process every object within view simultaneously, color is the mechanism that places emphasis on certain areas. In addition to enhancing on-shelf visibility, the appropriate use of color can increase brand recognition by some 80%, while also serving as an important brand identifier."

Do you own your brand colors in your competitive space? Is your brand's color palette representing you correctly?

Sensory Branding 
Brands need to consider all elements of  their brand as it pertains to the five senses. Starbucks obviously uses smell to brand their coffee. But it also asked, "what does our brand sound like" and now they have an in-store entertainment network layered on top of its free wifi. It all works together to help connect with the consumer.

Comments

[Megan]

What a great reminder of how important color really is. Some brands like to constantly change it, updating their look according to the seasons or holidays. While this works occasionally, it works much better if they update the look with the same color palette. The colors are such an important identifier and shortcut for the consumer - as you pointed out, Coca Cola had to actually recall their cans because it was so confusing!

[SEO Agency]

I like the perspective you took on this issue, how well Coke has distinguished their brands with colors. Consumers have come to associate a color with their favorite carbonated beverage. It goes to show that once people are entrenched in a branding mindset change is hard to accept, which is a good thing for companies as long as that mindset is a positive one.

[cartoner]

realy nice to watch this evolution of coca-cola.

[Sarah]

Even in tech its noticeable the difference branding with color makes to a company. It sounds like a small detail but nailing down this brand personality through not only color, but font, style and logo makes a tremendous impact on not only potential customers but employees. We advise start-ups to create style guides early on, even if it evolves as the company grows.

[joyanu]

yes really coke is very good protect

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Coca-cola is a best one in the world.

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Nice information thanks for sharing actually Coca-cola is the best Drink in this world....!

[Yasir Khan - online marketer]

Although red is not the most visible colour in daylight (yellow is), having the longest wavelength, red appears to be nearer than it is and therefore it grabs our attention first.

Red says ‘look at me’ :)

[Thesis Writing]

Color can also play its role in branding and people can know the brand also with it's color of sign or logo...

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Consumers have come to associate a color with their favorite carbonated beverage. It goes to show that once people are entrenched in a branding mindset change is hard to accept, which is a good thing for companies as long as that mindset is a positive one.

[Petter]

Yeas i think that the "Lessons from Coke" is so informative for healthy people. Thanks for the great information.

[Creativefuel]

I am personally a huge fan of Coke's commitment to keeping their packaging fresh and new. But at the same time, this lesson in use of color was important for them to learn. While innovation is key to staying fresh and top of mind with consumers, it can't be at the expense of confusing them. Great post Dugan, thanks for sharing!

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I'm sure that they will not make the same mistake. Misleading packing can cause a lot of trouble. Thanks

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Coca cola is my favorite drink and TV commercial of coca cola are awesome it means the marketing team of coca cola is very efficient. Good work guys...