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Topic: Student Questions

Marketing Workshop: Colors In Branding.help Needed

Posted by jasperjansz on 2/26/2014 at 3:27 PM ET 250 Points
Hey guys,

I'm a student preparing a marketing workshop I'll be giving to other students. The subject of our workshop will be the use of colors in branding and the purpose is to get the class involved. My question is about the part of our workshop where we plan to divide our class in groups, present each group with a fictional company and get them to come up with a colors to use in their branding efforts (logo, website, product design, etc.) and make them explain how the colors they have chosen will positively contribute to consumer behavior.

We were thinking of starting with some easier companies (e.g. an organic food store, which will obviously use green) and progress to companies that require a bit more thought. The problem I have is coming up with fictional companies. Obviously the class' knowledge will be more limited than mine, as I have done plenty of research on the topic, so it can't be too difficult. It also can't be too easy, because the point is to spark a discussion.

Some I came up with on the top of my head:
1- Organic Store
Important to convey health, environment (green)

2- Airline
Make people feel safe and trusted (blue)

3- Luxury clothing line for men
Should convey class and luxury (black&white)

4-Fast Food
The color yellow is proven to increase appetite, red is found to make time seem to pass more slowly.

These I came up with. The problem is that I know the first one definitely won't spark a discussion, most people would come up with and agree with green immediately. Do you have any fictional companies that fit these requirements?

Thanks in Advance,
J.
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RESPONSES

  • Posted by Peter (henna gaijin) on 2/26/2014 at 6:57 PM Accepted
    Yes, green is the color of nature, but I think green could be controversial for organic store, as green could also mean mold (which would not a good attribute for a food store).

    And keep in kind that colors are cultural. If the class has people from other countries in it, you may find different results than expected.
  • Posted by Gary Bloomer on 2/26/2014 at 7:13 PM Accepted
    Pick the item directly to your left. Add the color of your socks or underwear.

    That's the name of your first company.

    Pick an item to your right and the color of your shirt.

    That's the name of your next company.

    Repeat this exercise with objects, items, places, names around you or pulled at random from the phone book. This is your project, your workload, and your list to come up with.

    Put a little effort in to it. Think. Imagine. Use your best judgement. Make stuff up.

  • Posted by Jay Hamilton-Roth on 2/26/2014 at 9:09 PM Accepted
    Start by playing some brand color games: https://brandseenapp.com/ and https://www.colourlovers.com/business/blog/2010/12/14/unevolved-brands-can-...

    But colors will vary based on culture, target audience (age/gender), and trend.
  • Posted by saul.dobney on 2/27/2014 at 4:59 AM Accepted
    You might want to get more specific and follow a chain of colours/brands

    Eg:
    1. Organic food company: Fairfood
    2. Sells organic butter: Pure Spread
    3. And chocolate: Pure Indulgence
    4. Now revisit Fairfood

    1. A premium airline: Gowings
    2. Takes over a hotel chain: Topstar
    3. And starts selling all-inclusive holidays: Topstar Resorts
    4. Now revisit Gowings

    1. A chain of cinemas: Vibra Cine
    2. Extends to fast food: Vibra Food
    3. And into premium coffee shops: Vibra Coffee
    4 Now revisit Vibra Cine

    You might also want to choose more challenging examples like oil companies.
  • Posted by 99th.co.in on 2/28/2014 at 8:08 AM Accepted
    This is very useful information shared here. I am really thankful for this.
  • Posted by Blaine Wilkerson on 2/28/2014 at 8:30 PM Accepted
    1. I like the Oil company idea. Even better, an Energy Corp (most big ones are not very "green", but started use green in products,etc...interesting)

    2. Food producers (not just organic)

    3. Toy stores

    4. Blogs (can be used for anything)

    5. Social Media (they all use blue. Why?)

    6. Wearables (kind of trendy and new)

    7. Internet of Things (again trendy. What colors to help convince people they need to control their can opener from a smart phone?)

    8. You can come up with fun companies like:

    a. A.B.C. Gum Co (Already Been Chewed)- chews your gum for you
    b. Hind-Sight -we check out your butt and tell you what we think (or rear view cameras for people - pun intended)
    c. Proxy Date - goes on blind dates when you dont want to
    d. Smart Flush App - Forget to flush? No problem!
    e. Gold Diggers - Hate picking your own nose? No Problem!

    Good Luck!
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