A decade ago, Maison Saint Laurent made a controversial decision to abandon its iconic YSL logo in favor of a more generic and personality-lacking identity. This move sparked a trend in the luxury industry, with brands like Balmain and Berluti also adopting less distinctive logos for the sake of simplicity and recognition. Alongside this visual identity uniformity, there has been a rise in what we can call “the color strategy.” This strategy revolves around the use of colors to enhance brand experiences and create a strong visual presence.
Social media platforms have recognized the power of colors in capturing attention. Brands need to equip themselves with more than just words and names to stand out in the feed. They must preempt strong color territories to have a viral potential. For example, using pink or orange in posts can significantly increase their reach and engagement. This color strategy goes beyond digital platforms and now extends to physical points of sale and other touchpoints of brands. One brand that has mastered this strategy is Jacquemus, who designs his pop-up stores to be potential Instagram posts, creating a buzz with fluorescent pink lockers and azure blue pools that flood social media feeds. Retail spaces are now seen as media outlets and must be strategically designed to attract attention.
Colors have a profound impact on brand recognition. According to a study, colors increase brand recognition by almost 80%. Different brands adopt different color strategies. Some opt for an all-over approach, where a specific color takes over the entire brand ecosystem, creating a cohesive story across all channels. Valentino’s Fall-Winter 2022 collection, for example, embraced a partnership with Pantone to incorporate a pink color throughout the collection, runway set-up, stores, and even external elements like buses and phone booths. However, this strategy raises questions about the authenticity of the chosen color in relation to the brand’s existing identity.
Others, like Bottega Veneta, adopt a color-marker strategy. They introduce a specific color, like green, to add energy to their brand without completely transforming it. Pop-up stores, boutique interiors, and select pieces from collections are adorned with this color, creating a distinct visual marker for the brand. Yet, the longevity and resonance of this strategy with consumers remain uncertain, especially as creative directors change.
The third strategy is the ephemeral signal, exemplified by Louis Vuitton. The brand uses color as a strong marker for its ephemeral communications, offering a unique and immersive experience with each release. While creatively appealing, there is a concern that relying on multiple and varied colors for temporary moments may dilute the impact of permanent expressions over time.
It’s worth noting that the perception of colors can vary across different cultures. While red is associated with luck and happiness in China, it can evoke anger or passionate love in the West. This cultural bias makes it challenging for brands to permanently associate themselves with a single color.
In the quest for powerful brand colors, the ultimate goal is to transcend the need for a brand name and instead be recognized solely by its signature color. Tiffany Blue, for example, is a highly recognizable and desirable color associated with the brand. Since the acquisition by LVMH, Tiffany has strategically showcased this color across various channels, from Times Square screens to international facades and packaging. This approach creates a strong visual identity and reinforces brand recognition.
Some luxury brands have taken this idea further by adopting the color of partnering brands’ symbols. Tiffany collaborated with Supreme and Patek Philippe in 2021, showcasing their signature colors in limited-edition pieces. This minimalistic approach may seem lazy to critics, but it requires extensive brand work to reach a point where such collaborations are possible. Tiffany’s success with this strategy is evident in its recent announcement of surpassing one billion in operational income.
In conclusion, colors have become essential in constructing memorable brand experiences. Whether it’s immersing consumers in strong visual universes, conveying unique brand messages, or creating desirability around iconic products, the color strategy plays a significant role. However, brands must navigate cultural perceptions of colors and carefully balance the use of color to avoid overshadowing their established brand identities.
Useful links:
Color Psychology
Understanding Color Meanings
