Brand Color Tolerances A Reality Check Eddy Hagen – insights4print.ceo
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Brand Color Tolerances!A Reality Check!
"Eddy Hagen – insights4print.ceo!
!
Background"
•! "#$%#&'!()!#*&!+%(),)-!()'./#%0!()!1233!•! 45)-!,6&!$#!7&8-($)!9&'&%$,5)!95%!#*&!+%(),)-!()'./#%0!•!:&%0!85)-!,6&!$#!#*&!())5;$,5)!<&)#&%!95%!#*&!+%(),)-!()'./#%0!•! =>5)?'&)#@!59!6$)0!+%()#&%/A!$)'!/.++8(&%/!•!B5C!9.88D,6&!E5F!5.#/('&!#*&!()'./#%0!•!G%()#!(/!/,88!$!+$//(5)H!()/(-*#/I+%()#J<&5!
Background"
•!7$<K!()!1233L!•! G%()#!C$/!6$()80!1!$)'!MD<585%!E5F/!•! ID<585%!E5F/!C&%&!6$()80!+%()#&'!5)!MD<585%!+%&//&/!•! >585%!<5)#%58A!N.$8(#0!$//&//6&)#!C$/!6$()80!;(/.$8!•! G%559/!C*&%&!&(#*&%!%&$8!+%()#A!5%!-85//0!>*%56$8()!!•! O*5/&!>*%56$8()!+%559/!C&%&!$8/5!./&'!95%!)&C/+$+&%!$'/L!
•!P!85#!*$/!<*$)-&'!/()<&!#*&)L!
Background"
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•! "#%5)-80!/.++5%#!/#$)'$%'(`$,5)A!()#&%)$,5)$8!/#$)'$%'/!•! P<,;&80!+%565#&'!]"a!1MZIbA!85)-!F&95%&!(#!F&<$6&!9$/*(5)$F8&!•! P<,;&!6&6F&%!59!c*&)#!d5%K-%5.+!95%!$!85)-!,6&!•! a)&!59!#*&!?%/#!eRQ!>&%,?&'!fS+&%#/!
Brand Color Tolerances"
Everybody knows…"
•!7%$)'!<585%/!$%&!(6+5%#$)#A!#*$#@/!C*$#!'&?)&/!$!F%$)'g!•! B&&'/!#5!F&!<5)/(/#&)#g!
•!>585%!(/!'&<(/(;&!&8&6&)#!()!/*5++()-!•! O*$#@/!C*$#!6$K&/!<5)/.6&%!F.0g!
•! ]#!E./#!6$K&/!/&)/&A!K)5C()-!#*&!/K(88!/&#!)&&'&'!#5!-&#!+%()#!=%(-*#@!•!>585%!(/!#*&!&8&6&)#!95%!$<<&+,)-h%&E&<,)-!E5F/!•! G%()#!F.0&%/!$%&!#*&!-.$%'($)/!59!#*&!F%$)'g!
•! ]@;&!#58'!#*(/!6$)0A!6$)0!,6&/!()!#%$()()-/!$)'!+%&/&)#$,5)/!
But then…"
But then I noticed something strange…"•! O%(+!#5!#*&!i"H!#*&!<585%!59!Y&885--@/!"+&<($8!Y!C$/!'(U&%&)#g!!•! d*0j!d*$#!*$++&)&'j!
But then I noticed something strange…"•!P)'!5;&%!#*&!0&$%/A!Y&885--@/!"+&<($8!Y!/*(k&'!9%56!%&'!#5!6$-&)#$L!•! O*(/!/*5.8'!*$;&!.+/&#!<5)/.6&%A!'(/%.+#&'!#*&(%!/$8&/g!!•! 7.#!(#!'(')@#L!
But then I noticed something strange…"
A groundbreaking study"
A groundbreaking study"•! O5!-&#!$!F&l&%!()/(-*#!()!#*(/A!]!'&/(-)&'!$!#&/#!•! fS&<.#&'!F0!$!/#.'&)#!^e&)/!P'%($&)/&)_!
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•! f;$8.$,5)!()!8(-*#!F5S!•! a;&%!1[[!+$%,<(+$)#/!
A groundbreaking study"•!P865/#!1!5.#!59!o!+%59&//(5)$8/!)5,<&'!'(U&%&)<&!F&#C&&)!=('&),<$8@!
/$6+8&/g!
A groundbreaking study"•!d*$#!*$++&)&'j!"&&()-!$!<585%!'(U&%&)<&!C*&%&!#*&%&!(/!)5)&j!!•!G%(6()-!$)'!9%$6()-g!•! G$%,<(+$)#/!C&%&!$/K&'!(9!#*&0!/$C!$!<585%!'(U&%&)<&A!!
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$!+&%/5)!65%&!<%(,<$8g!
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A groundbreaking study"•! Q58'&'!F5S&/H!%&/+5)/&!)5#!()!8()&!C(#*!-%5C()-!'(U&%&)<&g!•! Q8$#!/$6+8&/!/*5C&'!+%5-%&//(;&!<.%;&g!
A groundbreaking study"•!d*$#!*$++&)&'j!•! 7.6+!()!958'&'!F5S&/j!G%5F$F80!/8(-*#!'(U&%&)<&!()!+5/(,5)()-h8(-*,)-g!
A groundbreaking study"•!d*$#!*$++&)&'j!•! 7.6+!()!958'&'!F5S&/j!G%5F$F80!/8(-*#!'(U&%&)<&!()!+5/(,5)()-h8(-*,)-g!
A groundbreaking study• d*$# *$++&)&'j!• 7.6+!()!958'&' F5S&/j!G%5F$F80 /8(-*# '(U&%&)<&!()!+5/(,5)()-h8(-*,)-g!
A groundbreaking study"•!R(U&%&)<&!;/!'(/#.%F()-!;/!()T.&)<&!5)!F.0()-!
Color memory"
Can we remember brand colors?"•! ]9!<5)/.6&%/!C5.8'!%&9./&!#5!F.0!$!+%5'.<#!C*&)!#*&!<585%!(/!)5#!
%(-*#A!5.%!<585%!6&65%0!/*5.8'!F&!;&%0!-55'A!&;&)!/+5#!5)!•!d*$#!'5&/!%&/&$%<*!$F5.#!<585%!6&65%0!/$0j!•! r&/&$%<*!9%56!5.#/('&!#*&!+%(),)-!()'./#%0L!
Can we remember brand colors?"
Can we remember brand colors?"•! f;&)!()!$)!=.)'&8$0&'@!/&q)-A!<585%!6&65%0!/*(k&'g!•! d*$#!'5&/!#*(/!6&$)!95%!+%&//!<*&<K/A!/.+&%6$%K&#!&S+&%(&)<&j!
The most iconic brand color"
8 Coca-Cola Red: Our Second Sec1 X + 0 CJ https://www.coca-colacompa... [Q, E(_ ~
THE @fg" COMPANY
Coca-Cola Red: Our Second Secret Formula CD 3 MIN READ I 09/06/2016
() 0 r-
0 ::J:J (/)
O There is no Pantone color for Coca-Cola red, but when you see it, you know it.
So how did red become so synonymous with Coca·Cola?
D X
8 Coca-Cola Red: Our Second Sec1 X + D X
0 (] https://www.coca-colacompa... [Q, E(_ ~ 1J ~D
THE @fg" COMPANY
Coca-Cola Red: Our Second Secret Formula CD 3 MIN READ I 09/06/2016
There is no Pantone color for Coca-Cola red, but when you see it, you know it.
So how did red become so synonymous with Coca·Cola?
O There is no Pantone color for Coca-Cola red, but when you see it, you know it.
So how did red become so synonymous with Coca·Cola?
The most iconic brand color"•!a)8()&!<585%!6&65%0!#&/#H!<$)!05.!%&6&6F&%!>5<$D>58$!%&'j!
The most iconic brand color"•!a;&%!ob[!+$%,<(+$)#/A!)5!$-%&&6&)#L!
The most iconic brand color"•! ])!r&$8!4(9&H!85#/!59!'(U&%&)<&/L!•! ])<8.'()-!'(U&%&)<&/!=F0!'&/(-)@g!•! W&#$8!<$)/!^C*(#&!F$/&!m!5+$N.&!()K_!;/!$8.6()(.6!<$)/!^#%$)/+$%$)#!()K_!•! >*%(/#6$/!;&%/(5)!(/!'$%K&%L!$%&!<5)/.6&%!8&//!<%(,<$8!'.%()-!#*$#!,6&j!
The most iconic brand color"•! ])!r&$8!4(9&H!85#/!59!'(U&%&)<&/L!•! O*(/!'(U&%&)<&!/*5.8'!C5%%0!<5)/.6&%/!•! >*&<K&'!#*&!C&F/(#&A!)5!()95!5)!<56+8$()#/!5%!=/5%%0!$F5.#!F$'!<585%/@!
The most iconic brand color"•!G%(6()-!$)'!9%$6()-H!/*5%#!oD+$%#!#&/#!5)!4()K&'])!•! W&),5)()-!<585%!^%(-*#_H!()#&%$<,5)!%$,5!sS!*(-*&%!#*$)!()!?%/#!+5/#!^8&k_!
The most iconic brand color"•!G%(6()-!$)'!9%$6()-H!/*5%#!oD+$%#!#&/#!5)!4()K&'])!•! c%5.+!=G%()#!G%5'.<,5)!G%59&//(5)$8/@!•! M[[m!%&$<,5)/!C(#*()!MI*!•! I!'(U&%&)#!G$)#5)&!).6F&%/L!•! I!'(U&%&)#!>WXY!&N.(;$8&)#/L!
The tools"
The Milka case"•!Pk&%!/&%(&/!59!$%,<8&/!5)!>5<$D>58$!]r4A!58'!<5)#$<#!9%56!T&S5!+%&+%&//!
*5./&H!tW(8K$!C5.8'!)&;&%!$885C!#*(/!K()'!59!'&;($,5)/gu!
The Milka case"•! O*&!W(8K$!F%$)'!-.('&L!
Brand guides are flawed!"•! fJ-J!r&'!>%5//H!/$6&!/#$%,)-!+5()#A!%&/#!(/!'(U&%&)#!
Color guides are flawed!"•!G$)#5)&!<585%!-.('&/!$/!/#$%,)-!+5()#j!•! PF5.#!1[\!(/!5.#/('&!M!pf[[!#58&%$)<&g!
•! !"#$"%#&'"(#()*+)#"',-.#•! a#*&%!<585%/!C(#*()!M!pf[[!9%56!('&$8!;$8.&!
•! W&$)()-H!/+&<(?<!<585%!()!M!-.('&/!<5.8'!F&!.+!#5!I!pf[[!$+$%#g!
Color guides are flawed!"•!G$)#5)&!<585%!-.('&/H!$!%&$8(#0!<*&<K!•! O55!6$)0!'&/(-)&%/A!F%$)'!5C)&%/!'5)@#!.+'$#&!#*&(%!<585%!-.('&/g!•! ])!#*&!+$/#H!/(-)(?<$)#!'(U&%&)<&/!F&#C&&)!M!&'(,5)/!^+(<#.%&!9%56!M[1M_!
Color guides are flawed!"•!P!#&/#!()!%&$8!8(9&H!M1!G$)#5)&!<585%!-.('&/A!I!+$#<*&/!6&$/.%&'!•! 1I!C(#*()!C$%%$)#0H!/,88!0'/-!1Z!5.#!59!sZ!6&$/.%&6&)#/!C(#*()!M!pf[[!•! X5.!<$)!/,88!+$%,<(+$#&H!*l+Hhh(I+J<&5h60I+$#<*&/g!
Color guides are flawed!"•! ]9!05.!+(<K!05.%!)&C!F%$)'!<585%!9%56!$!<585%!-.('&A!!
(#@/!+%5F$F80!)5#!1[[\!#*&!/$6&!$/!#*&!'(-(#$8!%&9&%&)<&J!!]#!<5.8'!C&88!F&!M!pf[[!5UL!•! 607%8#+*%90%-0&%&3$:%•! O*&!'(-(#$8!%&9&%&)<&j!•! a%!6&$/.%&6&)#/!9%56!#*&!;(/.$8!%&9&%&)<&j!
Measurement devices are not perfect"•! =])#&%D()/#%.6&)#!$-%&&6&)#@!•! VDr(#&!(1G%5!oH![JI!pf[[!$;&%$-&v!1J[!pf[[!6$S!•! VDr(#&!&V$<#H![JMs!'f$F!$;&%$-&v![JIs!'f$F!6$S!^95%!WoH![Jss!'f$F_!•! W0(%5D1H![Jo!pf[[!^$!N.(#&!%&<&)#!65'&8_!
•! ])!#*&!?&8'j!>5.8'!F&!6.<*!*(-*&%g!•! "#.'0!9%56!M[[3H!=$!/+&<#%5+*5#56&#&%!)(-*#6$%&@!•! ])#&%D65'$8!$-%&&6&)#!<$)!F&!$)!(//.&!•! W$()#&)$)<&!(/!$)!(//.&!•! >$8(F%$,5)!(/!$)!)&<&//(#0!
A 2 #E00 brand color tolerance?"•! O*&!#558/!./&'!6(-*#!)5#!F&!.+!#5!#*(/!#$/Kg!•! 7%$)'!-.('&/!'5)@#!5U&%!$!/58('!F$/(/!95%!#*(/L!•! OC5!G$)#5)&!<585%!-.('&/!<5.8'!F&!9.%#*&%!$+$%#L!•! OC5!/+&<#%5+*5#56&#&%/!<5.8'!F&!M!pf[[!$+$%#L!
We need better brand guides"•!P!+%5+5/$8!95%!F&l&%!F%$)'!-.('&/!•!d*$#!C&!)&&'H!•! "<(&)<&DF$/&'!%&9&%&)<&!^)5#!$!G$)#5)&!).6F&%g_!•! >5%%&<#!'&%(;&'!<585%/!^'(-(#$8!w!+%()#&'_!
•! 75#*!/rc7!$)'!P'5F&rc7!•! >5$#&'!$)'!.)<5$#&'!+$+&%H!/+&<($8!$l&),5)!)&&'&'!95%!<5);&%/(5)g!
•! G%5F$F80H!<85/&/#!6$#<*!()!<585%!/0/#&6/!•! W.)/&88A!B>"!•! G$)#5)&A!xY"A!L!•! rP4!
We need better brand guides"•!P!+%5+5/$8!95%!F&l&%!F%$)'!-.('&/!
How about consumers?"
Shopping behavior & brand loyalty"•!R5!<5)/.6&%/!)5,<&!5%!&;&)!<$%&!$F5.#!/8(-*#!<585%!'(U&%&)<&/j!•! "#.'0!C(#*!5;&%!1[[!+$%,<(+$)#/!•! P88!%&-.8$%!/*5++&%/!•! a)80!$!9&C!9%56!#*&!+%(),)-!()'./#%0!
•!B5!9%$6()-g!B5!+%(6()-g!•! >$%&9.880!<*5/&)!N.&/,5)/!•! B5#*()-!$F5.#!#*&!%&$8!-5$8H!();&/,-$,)-!#*&!(6+5%#$)<&!59!<585%!
Shopping behavior & brand loyalty"•!G%565,5)/!*$;&!#*&!F(--&/#!()T.&)<&!5)!F%$)'!850$8#0g!
Shopping behavior & brand loyalty"•! 4$%-&!#58&%$)<&!#5C$%'/!<585%!'&;($,5)/!
Shopping behavior & brand loyalty"•!7%$)'!850$8#0!(/!:frX!x]cx!C*&)!<585%!855K/!'(U&%&)#g!
Shopping behavior & brand loyalty"•!7%$)'!850$8#0!(/!:frX!x]cxH!&;&)!#*(/!'$6$-&'!+$<K$-&!-5#!/58'L!
Shopping behavior & brand loyalty"•!7%$)'!850$8#0!(/!:frX!x]cx!•!;0'<)=$9%F0!#*&/(/!Y$#&!c5-.&)!^M[1M_!=O*&!])T.&)<&!59!<585%!5)!
+.%<*$/()-!'&<(/(5)/!%&8$#&'!#5!+%5'.<#!'&/(-)@!•! t75#*!-&)'&%/!$-%&&!#*$#!N.$8(#0!(/!)5#!/56&#*()-!#*$#!C5.8'!&;&%!F&!
/$<%(?<&'!95%!#*&!+&%9&<#!<585%Ju!!•! G%5'.<#!N.$8(#0!<5);()<&/!+&5+8&A!)5#!#*&!<585%!N.$8(#0!59!#*&!+$<K$-&JJJ!
But all those studies???"
But all those studies???"•! ]!K)5CA!#*&%&!$%&!$!85#!59!%&9&%&)<&/!$)'!N.5#&/!<(%<.8$,)-L!•! ]@;&!*&$%'!#*&6!$88A!]@;&!$<<&+#&'!#*&6!$88!C(#*!N.&/,5)()-!
•!7.#!$!9&C!0&$%/!$-5A!]!#55K!$!'&&+!'(;&L!
But all those studies???"•! tG&5+8&!6$K&!.+!#*&(%!6()'/!C(#*()!2[!/&<5)'/!59!#*&(%!()(,$8!
()#&%$<,5)/!C(#*!&(#*&%!+&5+8&!5%!+%5'.<#/J!PF5.#!ZMD2[!+&%<&)#!59!#*&!$//&//6&)#!(/!F$/&'!5)!<585%/!$85)&Ju!!•! y.5#&!9%56!=]6+$<#!59!<585%!5)!6$%K&,)-@!F0!"$#0&)'%$!"()-*!^M[[Z_!!•! x5C&;&%H!#*&%&!(/!$F/58.#&80!>?%.)001%59!#*(/!<8$(6!()!#*(/!+$+&%A!(#!5)80!
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• • • Document Management Consulting Services ..........................................................................................................................................................................................................................
Research has proven that
using color in business
documents can have
measurable results.
The following examples
have been selected
from a variety of sources
to demonstrate the power
your black-and-white
Ways to Share
the Color Knowledge Color Captures Attention, Enhances Productivity, Improves Communications and Helps Boost Sales.
Capture Attention • Color emphasizes critical information and conveys a sense of professionalism.
Your company's first impression is the most important one. Using color demonstrates that you mean business. The decision whether to read or reject pamphlets and direct mail pieces is made by readers in just 2.5 seconds. Using color can keep your materials on the desk and out of the wastebasket.
• Color increases readers' allention spans and recall by 82%. Safety notices, warnings and vital technical information are more likely to be remembered if they stand out in color. That can help decrease costly and time-consuming errors throughout your company.
• Color gains readership by 80%. Adding color to product guides can help critical information get read, helping ensure that customers understand how to operate the products they buy from you. That alone can reduce
Boost Sales • Color helps sell up to 80% more. Collateral
materials, sales brochures and other consumer communications can help generate more sales with the application of color .
• Color can improve brand recognition by up to 80%. Local retailers, realtors, consultants and others can cut through the clutter with the help of color. Improved brand recognition can lead to increased sales.
Sources
Studies
Loyola College. Maryland, U.S.A .•
by Ellen Hoadley. Ph.D.,
Laurette Simmons. Ph.D .•
and Faith Gilroy. Ph.D.
Case & Company,
Management Consultants
Bureau of Advertising, Color
in Newspaper Advertising
Maritz Motivation, Inc.,
Southern Illinois
Published material
The Persuasive Properties of Colour,
Marketing Communications; What's Working in Direct Marketing
How to Use Color to Sell,
Cahners Publishing Company
Grasp Facts Fast with Color Copying.
Modern Office Procedures
But all those studies???"•! =O*&!45058$!"#.'0@A!C*$#!(#@/!%&$880!$F5.#g!
But all those studies???"•! O*&%&!$%&!/#.'(&/!&6+*$/(`()-!#*&!(6+5%#$)<&!59!<585%A!F.#L!•! >56+$%(/5)!#5!F8$<KhC*(#&!^&J-J!&U&<#!59!<585%!()!)&C/+$+&%!$'/_!•! Q5<./!5)!<585%!<$#&-5%(&/!^&J-J!$!%&'!;/!$!-%&&)!/C&$#&%_!•! BaO!5)!,)0!#58&%$)<&/!^&J-J!I3I!;/!I3s!G$)#5)&!%&'_!
•! "5H!/56&!<8$(6/!.)+%5;&)A!5#*&%/!#$K&)!5.#!59!<5)#&S#!
•!P)'H!$8C$0/!<*&<K!#*&!C5%'()-A!#*&!/&q)-H!+%(6()-!$)'!9%$6()-g!
Other, very relevant studies…"•! =i)'&%/#$)'()-!<5)/.6&%/|!()D/#5%&!;(/.$8!+&%<&+,5)H!O*&!()T.&)<&!59!
+$<K$-&!'&/(-)!9&$#.%&/!5)!;(/.$8!$l&),5)@!z!e&/+&%!>8&6&)#!^M[1o_!•! i/&'!&0&D#%$<K()-!()!$!%&$8DC5%8'!/(#.$,5)!•! tG*0/(<$8!'&/(-)!9&$#.%&/!/.<*!$/!3#+.$%+'9%(0'*)+3*%90=,'+*$%#*&!()(,$8!+*$/&!
59!/&$%<*()-J!^L_!!•! d&!<5)<8.'&!#*$#!<5)/.6&%/@!?%/#!&0&!<5)#$<#!'&+&)'/!5)!/(6+8&!+*0/(<$8!
'&/(-)!9&$#.%&/A!6&$)()-!9&$#.%&/!C(#*!8(l8&!/&6$),<!<5)#&)#!9$<(8(#$#&/!()(,$8!$l&),5)J!^L_!!
•! O*&!%&-%&//(5)!$)$80/(/!'('!'0*!?)'!$!/(-)(?<$)#!%&8$,5)!95%!'&/(-)!9&$#.%&/!8(K&!/(`&A!#0+5-%$+*0A!F%$)'!8&l&%/A!F%$)'!+(<#.%&/A!$)'!(0/0)Ju!!
Other, very relevant studies…"•! =>585%!6$#<*()-!9%56!6&65%0@!F0!x&8&)!xJ!f++/!^M[[I_!•! "*5%#!'&8$0!F&#C&&)!%&9&%&)<&!$)'!9.88!/#$<K!•! ?'/-%,'%ABC%#*&!%(-*#!<585%!C$/!<*5/&)g!•! f;&)!C(#*!#*&/&!*(-*!'(U&%&)<&/g!
Conclusions"
Conclusions"•!B5!E./,?<$,5)!95%!$!M!pf[[!#58&%$)<&!5)!F%$)'!<585%/!•! O&<*)585-0!6(-*#!)5#!F&!.+!#5!#*&!#$/K!•! >5)/.6&%/!C5)@#!F&!()T.&)<&'!F0!*(-*&%!#58&%$)<&/!
•!G%(6()-!$)'!9%$6()-!%&$8!'$)-&%!C*&)!'5()-!;(/.$8!$//&//6&)#/!•! O*&!.)<&%#$()#0!+%()<(+8&!95%!;(/.$8!<585%!&;$8.$,5)g!•! P)'!C*&)!'5()-h%&$'()-!/#.'(&/!5)!<585%g!
•!ak&)!6&),5)&'!/#.'(&/!#$K&)!5.#!59!<5)#&S#A!5%!)5!&;('&)<&!•! a#*&%!/#.'(&/!&;&)!+%559!#*&!5++5/(#&g!
•! f6F%$<&!]"a!/#$)'$%'/A!cbA!G"aA!G"Rg!!•! O*&/&!$%&!/58('A!*$;&!-55'!#58&%$)<&/!$)'!C(#*()!%&$<*!95%!&;&%0!/K(88&'!+%()#&%!
PS…"]9!<585%!(/!%&$880!#*$#!<%(,<$8!95%!%&$8DC5%8'!<5)/.6&%/A!C5.8'!C&!/&&!
/56&#*()-!8(K&!#*(/j!d5.8'!$!/*5+!5C)&%!+8$<&!#*&/&!#C5!;&%0!!'(U&%&)#!<$)/!)&S#!#5!&$<*5#*&%A!%(/K()-!85//!59!/$8&/j!
Thanks for listening till the end!"
f''0!x$-&)!fH!&''0J*$-&)}()/(-*#/I+%()#J<&5!OCH!}()/(-*#/I+%()#!!
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