The hidden messages of colour in branding

HOW DOES COLOUR AFFECT THE BRANDS YOU CHOOSE?

EVER STOP TO THINK ABOUT IT?

          Is it just me? Or does it seem like every time I'm passing buy some fast food place - regardless of my hunger level - I'm craving to dig into something hot, juicy, and delicious? Sometimes it could be the smell that gets me, or the familiar brand jingle that pops up in my ear, but "84.7 % of people say that colour is the primary reason they purchase a product" (Ahmad, 2013). This statistic and other uses of colour in branding can be found on Irfan Ahmad's blog at http://www.digitalinformationworld.com/2013/08/how-colors-influence-people-psychology.html. Is it just a coincidence that many fast food brands choose to use the colour red in their marketing logos and branding? In this blog I will be analyzing both McDonald's and Taco Bell's use of colour in their branding schemes.

Ahmad, I. (2013, August 8th). "McDonalds Branding" [Online Image]. Retrieved from http://www.digitalinformationworld.com/2013/08/how-colors-influence-people-psychology.html

          I think for all us, McDonald's use of colour in their branding is an easy example to grasp and likely the one that everyone was already thinking about. The colour red is known to be easily visible with it's use at stop lights and to create feelings of passion and love. The colour yellow can be associated with the sun and the happy feelings that come with the arrival of summer. In this diagram above it outlines how the use of red is able to increase an individuals appetite and create a sense of urgency. This fits directly into McDonald's business model of fast turnovers and high consumer traffic rates. The use of yellow is able to create a happy atmosphere and links to the center of the brain responsible for optimism. Their company slogan: "I'm lovin' it", perfectly fits into their use of  the colour yellow, and their clown mascot creates feelings of joy and hopefulness. It seems as though their intended purpose is to attract hungry adults and children, and to create a sense of urgency in the hunger response system of said individuals. Finding these hidden meanings in their marketing purpose directly links to the media studies strand in the Grade 6 literacy curriculum requiring students to "interpret media texts, [and to use] overt and implied messages as evidence for their interpretations" (curriculum p.113). Keeping this in mind, what about those uses of colour that aren't as obvious?
          In a recent literacy class we explored an advertising commercial produced by the Taco Bell corporation. This commercial was advertised during one of the largest drinking and eating consumption days in our calendar - super bowl. In this commercial we viewed senior citizens sneaking out of their retirement home and emulating a typically perceived younger-generation's night out. This night out involved promiscuous activity, heavy drinking, poor choices and eventually the consumption of Taco Bell food. At the end of the commercial the title read "live more". So how does this portrayal of their brand reflect in their use of colour branding?

Taco bell image: editor. (2015, July 9). “Taco Bell Brand” [online Image]. Retrieved from http://thecityinfluencer.com/taco-bell-now-delivers/

          In class we were discussing the underlining hidden messages in this commercial. Those messages - as one can imagine - were rooted in the negativity and misleading atmosphere created by the advertisement; however, during the super bowl I can't imagine that there would be too much 'deep thinking' taking place while such an advertisement is making it's rounds over national T.V. Keeping that in mind, the face value of this commercial is one that is highly inventive and creative. One may even suggest that if the wiser senior citizen is willing to risk such a night out for Taco Bell then it must be acceptable for the younger crowd to do so as well. So how does this light-hearted and imaginative commercial with the final catch phrase "live more", reflect the colours presented in their brand?

Ahmad, I. (2013, September 28). “Purple psychology” [online image]. Retrieved from http://www.digitalinformationworld.com/2013/09/5-tips-to-choose-right-color-scheme-for.html

          In this diagram presented on another blog by Irfan Ahmad, he suggests that in marketing the colour purple is said to "represent a creative, imaginative, [and] wise brand" (Ahmad, 2013). This seems to directly relate to the creative and imaginative marketing style presented in their commercial. This information can be found at http://www.digitalinformationworld.com/2013/09/5-tips-to-choose-right-color-scheme-for.html. Are there any other potential relations that we can make towards their use of colour? How about the idea that purple can signify success, wisdom, and is used in marketing to often promote beauty and anti-aging products? It is possible that the use of the senior citizens - who are often associated with wealth, success, and wisdom - are a direct link to this message. Their eccentric behaviour seems to be directly relating to the 'agelessness' that the colour purple is often used to represent when marketing for beauty supplies. If you think that these assumptions are all just 'shots in the dark' and have no real bearing on the colour that they use in their branding, then that is your opinion and you are free to hold to that and I respect that greatly; however, before I leave you from this short analysis of these two fast-food corporations - keeping in mind the previous statements made regarding McDonald's - I'll leave you with a single picture of Taco Bell's older brand logo and let you be the judge of whether or not colour is being used to judge or sway your consumption habits.

Mantia, L. (2013, July 23). “Old Taco Bell Logo” [online image]. Retrieved from https://dribbble.com/shots/1167019-Taco-Bell

See anything familiar?? "Live more" folks, 'cause "I'm lovin' it"!


Stay tuned for the next blog where I'll be digging into such brands as Coca-Cola and Pepsi Co.

Cheers!!