Color messages- why recipes just don't work
Branding firms like to use color messaging lingo to plump up their argumentation for a design. "X" color communicates _____. It's true that understanding the psychology of color is imperative in developing a successful product or service. The issue I take with this is that companies risk making blanket statements that are too broad and generalized to stand up to further scrutiny.
Take for instance a recent example of color messaging manipulation.
Fiserv provides automated account-keeping and other technology to help banks and credit unions operate efficiently. They wanted to be seen as a "vibrant, fresh and energetic" company (source). My first thought was, this is an enormous $4.7 billion dollar company, they've sucked up more than 140 companies while in business, and they work with financial institutions. Fresh and vibrant? Um, yeah right. But, since that's how they want to be perceived, off they go to be re-branded. 
Tada! The new face of fiserv. Your perception of the company is totally altered, right?
Brand New makes a great point about their new look, "this is a simple, strong corporate design and major bonus points for ditching the industry-issued color blue in favor of orange."
Orange is a great alternative to banking blue because it stands out in a sea of corporate clones. They further support the color choice by adding that it "has a certain heat and energy to it, but not the kind of danger you perceive when you see red,"(source).
True, but does this rule work for every case? Is red inherently taboo in the financial institution world? The resounding answer is, "nope".
I give you, HSBC Direct banking, branded by the same firm that designed fiserv. The very same firm that argued against using red as "dangerous". Go figure. Snark Hunting did some detective work on Landor's design and dug up the case study. "The strong use of white exemplifies the clarity and simplicity of the brand while the bold red registration pods demonstrate how HSBC Direct is a future-facing and contemporary brand."(source)
So, it just goes to show you, color recipes do not work. There are just too many nuances within color, and without the context around which a color is used, it's meaningless.
11 comments:
By recipes do you mean that technically every logo is up for interpretation and that can be done in so many different ways that you can't have a recipe?
I love your blog, it always makes me think.
It's also worth noting that colors have different meanings in different cultures. Red may imply danger in the west, but in China it's a symbol of good luck and celebration.
Excellent points by Maria and Gene. Recipes don't work because there are so many other factors involved that are open to interpretation- especially cultural differences.
Maria- i love your blog, too!
Another reason recipes don't work: there are so many variations of each color that make a big difference in how that color is perceived. Certain shades of red may be viewed as powerful and domineering, while others may seem more romantic and feminine. Also, the other colors in the logo will play off the red, changing the perception even further. You can't just say "Red means x."
"So, it just goes to show you, color recipes do not work. There are just too many nuances within color, and without the context around which a color is used, it's meaningless."
You're my color hero. Awesome post, R.
Hollie- so true. there are so many variations, and each has a different "feel" depending upon its context. Burgundy is certainly perceived differently than candy apple red. generalizations just don't work.
Lori- you are too sweet! i admire your work, too.
and, in this case, let's not forget the font! a thicker, bolder font in any color is going to read differently than a thinner, daintier font.
great post, rachel!! agree with you 1000%!
Hmmm. . . it makes me wonder how a colour designer that truly picks label colours (for example) for a living actually narrows it down. . .
Orange is trendy. I wonder how it will stand the test of time.
Such an interesting post, Rachel. I think typeface has at least as much to do with branding as color. Serif vs. sans, lowercase vs. upper, etc. That COMBINED with color seems to be the trick. No recipes, though, you're right :) Thanks for a great post.
Elizabeth- i know, right? Colors trend in 30 year cycles. i wonder what will be popular next!
Annie- yup, yup, totally. typefaces are so powerful, each with their own unique identity. it's definitely a package-deal.
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