Key points
Why colors are essential to branding
The Heinz “Pantone Red” campaign
What did Heinz do?
The strategy
The results
Why are colors powerful branding tools?
1. Instant recognition
2. The emotional impact of colors
3. Consistency is essential for memorization
How can you use colors in your branding strategy?
1. Choose a signature color
2. Maintain visual consistency
3. Create brand indicators
3 examples of color as a branding tool
1. Heinz Pantone red
2. The Louboutin red sole
3. IKEA blue and yellow bag
How can INKOO help you harness the power of color?
Why colors are essential to branding
Colors are more than just aesthetic choices: they are strategic tools that reinforce visual identity and branding. They influence emotions, purchase decisions and create instant recognition.
Imagine an entirely red ad, with no logo or slogan. Yet 97% of consumers would recognize Heinz.
How did this brand achieve such a level of visual association? Thanks to an effective color palette and a clever marketing strategy.
The Heinz “Pantone Red” campaign
What did Heinz do?
The brand launched a bold campaign: all-red posters, with no logo or text.
The strategy
The idea was simple: draw on the psychology of color and branding to prove that Heinz red is as powerful a brand indicator as a logo.
The results
- 97% of consumers identified Heinz by color alone.
- 73% reduction in non-Heinz ketchup refills in participating restaurants.
- 24% increase in the use of Heinz ketchup by street food vendors.
This campaign demonstrated that the right corporate color palette alone can boost loyalty and sales.
Why are colors powerful branding tools?
1. Instant recognition
Some brands are instantly recognizable thanks to their colors:
- Coca-Cola red: symbolizing energy and excitement.
- IKEA blue and yellow: evoking confidence and Swedish heritage.
- Aperol orange: a strong visual marker at social gatherings.
2. The emotional impact of colors
Each color triggers specific feelings:
- Red: passion, urgency (Heinz, Coca-Cola).
- Blue: confidence, serenity (IKEA, Decathlon Quechua backpacks).
- Yellow: happiness, care (Jupiler, Ricard glasses).
3. Consistency is essential for memorization
By systematically using the same graphic charter, a brand anchors its presence in consumers' minds.
Over time, a strong visual and branding identity enables a color to become a signature, like Heinz red or the red sole of Louboutin.
How can you use colors in your branding strategy?
1. Choose a signature color
Select a hue that matches your values and your target audience.
If you're looking for the best colors for your corporate logo, explore the mistakes to avoid when personalizing your goodies.
2. Maintain visual consistency
Use this color everywhere: packaging, merchandising, advertising.
Need some inspiration? Find out how to personalize sweatshirts with screen printing or embroidery.
3. Create brand indicators
Everyday objects become branding tools thanks to colors:
- A tote bag in a brand's colors becomes a walking advertisement.
- A T-shirt in a corporate color palette reinforces brand identity.
3 examples of color as a branding tool
1. Heinz Pantone red
Heinz's iconic red is immediately associated with its ketchup. This instant recognition allows the brand to stand out on supermarket shelves.
Thanks to a single, consistent color, Heinz has succeeded in anchoring its image in consumers' minds, enabling them to identify the brand even without a logo.
The “Pantone Red” campaign demonstrated how color alone can be enough to establish a strong brand identity and build customer loyalty.
2. The Louboutin red sole
Christian Louboutin's red-soled shoes have become a true symbol of luxury and exclusivity. The brand has even registered this color to protect its identity.
This distinctive visual element shows how a color can be used to communicate a high-end positioning and reinforce a prestigious brand image.
3. IKEA blue and yellow bag
Its large size and sturdiness make it an everyday object, reused by millions of people around the world. The blue and yellow colors immediately recall IKEA's Swedish origins and inspire confidence.
This bag is a perfect example of effective merchandising that fully integrates the company's visual identity while being useful to consumers.
How can INKOO help you harness the power of color?
Colors are more than just aesthetic choices: they are strategic assets for marketing and brand awareness.
Whether through merchandising, advertising or product design, the right color can reinforce your brand's visibility and captivate your consumers.
Need goodies that respect your corporate color palette? Multicolor screen printing can print every conceivable Pantone hue. Discover our expertise in textile printing.