Picture a box of Oreos. The container’s shade of royal blue is likely one of the first things you were able to conjure. This is, of course, because the package itself is blue. However, that image has been reinforced by multi-million dollar marketing campaigns that consistently incorporate a perfect stack of white and black cookies and a glass of milk on a simple background that includes that iconic box blue. This long-term color branding is one of the reasons AdWeek has named Oreo one of the top 10 brands.
Oreo is far from the only brand with this level of color palette recognition. Take the red picture above, do you know what brand it is?
Coca-Cola instantly came to mind. The company’s “Coca-Cola Red” is so ubiquitous with the brand they were able to trademark it. The strongest and most memorable brands always use their brand color in marketing: logo, print marketing materials, signage, websites, social media graphics, blog posts and presentation decks.
However, the value of a color palette isn’t limited to household names. Growing businesses can start to reap the benefits of a color palette using their brand colors in product photography and digital compositions as a background color. Not only does this help establish brand recognition, but this color selection can heavily impact how viewers feel about your company and its products.
Thinking beyond backgrounds: brands can subtly choose to incorporate brand colors into props and other seemingly small decisions. Notice the color of the napkin on the table beneath the Oreo cookie pancakes. This is not just coincidence—it’s an impactful example of an attentive designer intuitively establishing brand recognition for viewers.
GreenRoom embraces color in the creative work across clients. For Soundcast, a high-end Bluetooth speaker brand, we leveraged the company’s bright orange and charcoal gray in a holiday carousel ad campaign that resulted in the company’s most successful click-through rates to date.
In a subtler approach, GreenRoom edits or skillfully selects light blue and white items—a blanket, shirt, wall, or lamp—for sleep client Sound of Sleep. These colors non-explicitly send a message of peace, calm, and relaxation in images that are used in social media posts, on the website, across digital advertising, and even in the images we send to press that are ultimately incorporated into media reviews and roundups.
For each brand, the goal of a color pallette is to create a consistent brand experience that ultimately leads to stronger brand recognition. When you’ve achieved this, your target audience will intuitively trust trust and enjoy the products more, easing the transition into top-of-mind purchase research and, ultimately, sales.