Color me branded: The common element to visual distinction

The most effective types of communication are those deeply rooted in nature, those first comprehended and processed by the human mind that later become subject to personal or cultural meanings. Two of these are sound and color, which are directly related to each other in many ways. Both are among the most organic, easily comprehensible and universally communicative components. The greatest similarities of sound and color, however, lie in their structures. In nature, both are communicated and processed through waves; digitally, through 0s and 1s. Colors can even be converted into sounds, as in the case of colorblind cyborg Neil Harbisson whose antenna translates colors to distinct pitches, a testament to the objectivity that lies in both colors and sounds. This discussion will deal with visuals, however, so minimal references will be made to sound.

In visual communication, color is the necessary tool in “speaking” to viewers. Color itself implies nothing but leaves everything up to interpretation. Each color vibrates in its own frequency, can have physiological influences on the brain, and can be used in cultural expression and representation (i.e. red, white, blue = American; green, white, red = Italian, etc.). Brands use colors uniquely from other visual components (logos, font, etc.) by extracting these elements and unconsciously (or rather consciously) influencing people to associate those colors with their brands/products. In relation to sound once more, colors are to a logo/product what melodies are to jingles. Despite what is being outwardly communicated (graphics/lyrics), elements that serve both as accents and foundations (melody/colors) more than likely draw the greatest attention and are most memorable. Consider the ways in which the following three brands use color to communicate in unique ways:

Pepto-Bismol uses color as functionality. Yes, the packaging is pink (with yellow font), but the product itself is most distinct and even culturally relevant due to its easily identifiable hue. Even without a trademark, “Pepto-Bismol pink” has solidified itself as a distinct shade among baby pink, magenta, salmon, dusty rose, and all other members of the color family, a prime example of when function also becomes aesthetic.

UPS employs color as marketing. Their distinctly colored delivery trucks and uniforms were the catalyst for their now retired but eternally memorable slogan, “What can Brown do for you?” Perhaps the trademarked Pullman Brown even helps UPS’ association with deliveries through its relation to the color of carboard boxes that most packages are shipped in.

Finally, Product (RED) is an example of color as the brand. The color represents the company’s mission of fighting against AIDS, correlating with the red AIDS Awareness ribbon. Not only is the color in the name, however, but in all products. Product (RED) infiltrates brands with a demand, but not supply, for products bearing the bold color (most notably, Apple).

 
In visual communication, all elements of perception, including attraction, association and comprehension, are more closely related to color than most other elements. Understanding the ways colors can be used allows for effective communication between the designer and viewers.