Color is integral to branding. It is central to brand personalities, and it becomes a brand identifier over time if it is used in a consistent manner. Having an ownable brand color, especially within categories filled with similar products in expected color palettes, can help one brand stand out among many on the shelf.
Color might be woven into a distinctive brand identity. Think: The Home Depot, LEGO and Sesame Street. It might be featured in a brand icon like Twitter’s blue bird, Target’s bulls-eye or Monster’s neon-green claw marks. Where consumer product brands are concerned, it must go to the heart of package design strategy. Cadbury chocolate in royal purple, Coca-Cola classic in red, Philadelphia Cream Cheese in silver and Mattel’s Barbie in hot pink are good examples. But can color stand for a brand and all of its values and assets?