With only 4% of all colour assets tested striking gold in our Ipsos research, it seems we’ve found our weakest link. And that’s where you’d be wrong. In fact, done right, colour has the potential to be as immediate and powerful as your logo.
Owning a colour is all about the context. It’s next to impossible to own a colour across categories, but it’s almost equally rare that you’ll need to. For existing brands, it’s all about knowing your category and consistently playing to your strengths. But what if you’re new to the game and all the ‘good’ colours are taken? Let’s find out.