![]() ![]() As our director of new business Brian Erickson points out, the currently unpopular color alteration could actually turn out to be a success if the company manages to fully and consistently roll out a coherent rebranding effort that’s in line with the brighter, louder green’s personality. In the case of Spotify, it remains to be seen whether that new green accurately reflects the brand. Their site’s palette was consciously developed to “reflect our bold, diverse community,” and colors such as “California Gold,” “Bay Fog,” and “Golden Gate” look like they’ve been chosen not by outside focus groups, but by a team that put a good deal of thought into the culture and environment of the university itself. UC Berkeley has taken this approach of using color as an expression of something emanating from within. ![]() ![]() Start with who you really are as a service or product and work out from there. Instead, what seems to work best is when a color truly matches the particular brand identity and culture of a company. Yet, research into the psychology of color indicates that due to a vast array of social and cross-cultural factors, there don’t appear to be universally effective colors. ![]()
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