The Direct Marketing Association recently posted a blog entry about the importance of being creative with colour rather than following-the-leader to use an established colour with established brand and marketing associations. The point: know what consumers associate with each colour, be aware of what emotions are evoked by each colour and be prepared to stand out.
Customers definitely recognize and react to colours--and marketers need to understand the power of colour to convey brand personality and image. Colour is only one element in visual branding, of course. Coca-Cola mixes both colour and packaging to distinguish individual product lines in its cola portfolio, for instance. Everybody recognizes Coke's vivid red. The other colours do have associations, and that's what Coke is counting on.
