In a blog article last year, The Power Of Colours In Branding, Nick Hague talked about how colour – while not the single defining factor in the success of a brand – does have an important part to play.
New research by UK patent and trademark attorneys Withers & Rogers concurs with Nick’s opinion, naming colour as the strongest visual element of a brand. In their survey, 64% of respondents ranked colour as more important than slogan, typeface or logo shape.
The AA’s famous yellow and black logo had the highest colour recall of any brand, recognised by almost all respondents (98%). Easy Jet’s orange was recognised by 93%, with Cadbury’s purple and BP’s green each being recognised by 88% of those questioned.
Interesting, but perhaps unsurprisingly, companies that have trademarked their distinctive brand colours, such as Easy Jet, Cadbury and BP, tended to score highly in the survey.
Branding research can generate a wide range of colours that can be used differently to deliver consistency and powerful positioning in logos, corporate marketing, packaging and other aspects of your brand. If you are interested in finding out more about branding, read our Brand Positioning Case Study or our white paper on Branding in B-to-B Markets.
This entry was posted
on Wednesday, April 8th, 2009 at 9:14 am and is filed under Advertising Research, Branding, Corporate Positioning, Market Research.
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