By: Dr. Djuwari Sarkawi
Last week, my article was about brand image. Today, brand colors are also important in any biasness, either manufacturing or services as the identity. “How an organization is perceived can be a result of how it communicates visually through its brand’s color (Cunningham, M.K. (2017). Colors can shape up the customers’ perception and attitude toward the business brand.
There are two distinct categories of colors: primary colors and secondary colors. The former group constitutes the primary hues associated with a company’s brand, typically found in their logos. These primary colors are considered unchangeable and should maintain dominance in promotional materials such as posters, brochures, pamphlets, and other promotional content.
On the other hand, secondary colors are employed for specific “themes” or events in advertising, depending on the current phenomena relevant to the promotion. These secondary colors are responsive to the topical, societal, and even political context of the moment. However, even in situations where secondary colors are pertinent to current events, they should not overshadow the primary colors.
Colors play a pivotal role in conveying a business’s brand identity. For instance, when we think of the deep red hue, we immediately associate it with beverages, and Coca Cola readily comes to mind. This primary color dominates the customer’s perception of this particular beverage. Secondary colors, on the other hand, can be employed as needed for timely or contemporary events that are relevant in society or specific environments.
Numerous studies have explored the relationship between colors and brand image. Machado et al. (2021) conducted research that delved into the connection between colors and even gender. Similarly, Jin, Yoon, and Lee (2019) have undertaken studies in this area. Colors serve as a true reflection of a business and its brand. Failing to implement a well-thought-out color strategy in promotional efforts poses a risk to the brand image, potentially influencing customer attitudes and purchase decisions. Effective color management holds immense importance, whether in manufacturing sectors such as automotive, appliances like refrigerators and air conditioners, or service industries such as banking, tourism, hotels, and transportation.
In today’s competitive landscape, even educational institutions, including private schools and universities, vie for new students each academic year. They actively promote their educational services to the public, with the colors and logos remaining primary and steadfast components that should never undergo alterations.
Effective color management holds significant importance across various sectors, whether it be in manufacturing, such as automobiles, refrigerators, and air conditioners, or services, including banking, tourism, hotels, and transportation. Again, even in the realm of education, private schools and universities compete fiercely for new students each academic year, emphasizing the need to promote their services effectively to the public. In all these endeavors, the primary colors and logos should remain steadfast and never undergo change.
Dr. Djuwari is the Associate Professor at Universitas Nahdlatul Ulama Surabaya (UNUSA), Indonesia. The President of International Association of Scholarly Publishers, Editors, and Reviewers (IASPER). He is also the editor and reviewer of some international research journals; A small business owner of Djuw Cafe.
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