Tag: segmentation

If Your Personality had a Colour, What Would it be ?

Colours have become an important instrument in brands’ marketing strategies. It allows brands to express themselves and to communicate their true identity.

Each brand has managed to distinguish itself from the rest by adopting a single colour or colour palette of its own. These colours, in turn, are present throughout the integrated marketing communication campaigns for each brand.

Brands manage to include the same colours throughout their billboards, ads, POS, and much more. This is actually done in a manner which allows for more consistency for the brand to occur.  At some points, colours are used to showcase a certain effect or feelings towards the product as well as to raise specific expectations regarding it.

The importance of colour usage mainly resides in making a brand unique, coherent, and more appealing. It can increase the familiarity of the brand and its recognition especially when it is included in ads in a consistent manner.

However, choosing specific colours for a brand can have a lot of symbolic and hidden meanings. Many brands choose a colour to express itself or to arouse certain feelings in the consumers.

To explore the true meaning that lies behind the usage of colours , here’s Ogilvy’s take on colours below;

Say it in a Package

It has come to my interest the fact how packages can affect the consumers and their senses. The very first thing the consumers tend to notice is the package of an item.  The feelings that arouse when simply touching an item, impacts them significantly. Product packages play an important role in making buyers choose an item or a brand over the other.

Packages has become a form of art or an experience rather than just a seal made to protect an item and help preserve it. It has become a complement to the item that’s inside it which helps convey to the consumers what to expect inside. It has also become a method to communicate the brand’s identity by using symbols or vivid and bright colours.

Packages can serve as a key brand identifier. It allows to present some descriptive or persuasive information for the consumers; it allows for familiarity.

Some packages aid in establishing the consumers’ expectations. It can trick the consumers’ senses by hinting to them what they’re about to taste. There are a lot of packages with appealing images that turn out as a disappointment for the buyers later on. This in fact, is actually harmful for the brand when done continuously. The experience of trying an item should not be less than the expectations of what it might taste like. It might cause dissatisfaction of the consumers on the long turn.

On the contrary, packaging may be used for the benefit of the brand by influencing the consumers’ expectations. By simply touching or by smelling the packaging of an item, the consumer can be influenced and affected. This notion is proven to alter the buyers’ purchasing decisions and thus, can rather be exploited by brands to drive further opportunities.

It is really interesting how a design can make customers attracted to your products over others. Having a consistent brand identity which is communicated through the packaging of products can also help achieve brand loyalty and establish brand “tribes”.  

After all, what are Apple’s designs known for? And what messages comes to your mind upon seeing them?