Coca-Cola starts to push new colour-changing packaging and image recognition technology this summer. In particular, the brand is focusing on drawing in new young drinkers. To launch the campaign, Coca Cola invites the energy around some of Australia’s biggest teen celebrities, including Troye Sivan, Cody Simpson and Tiger lily, secured through a partnership with the Universal Music Brand Partnerships Division. (Lowe, 2015) Coca-Cola has had a busy year in the Australian market. The first Coca Cola logo was black. In 1958 the logo has been changed from a black background to a red one. And the logo has been used continuously till today because red color can stimulate the market .
Do you know why did coca-cola take this big step ?
Colors have great influence on consumer behavior. Because colours command an unexplainable effect on our psychology . It can change people’s mood. Consumers give great consideration to color and visual appearance , and it influences their decision-making when it comes to purchases.
Moreover ,when making snap judgments in shopping , customers place visual appearance and color over everything else.
Human eyes can identify between 2.5 million and 10 million color variations. ( Alexander, 2014) In addition, Colors are generally understood as warm or cool. White, black and gray is neutral. Warm colors are red through yellow. Cool colors are green through purple. Also, complementary colors, which offer the highest contrast, can be found on opposite sides. For example, the common combinations include blue/orange and red/green.
Ok, let’s explore how some big brands use different colors of logo to attract customers
Red is an emotional color that enhances metabolism and increases respiration. Red is a symbol of energy, urgency , anger , passion and youth. It is known internationally as a ‘buying’ color, and used extensively in clearance seal and to draw attention (Sean, 2015). For example, Coca Cola, KFC.
Blue translates trust security, authority and power. People associate blue with the sky and therefore it is universally liked. Blue used by banks money-related websites and other larger businesses who are concerned with long-term customer relationship. It is used extensively to communicate things , and to convey dependency. Such as, Oral B, Facebook.
Green color is associated with stability and growth. Green is the easiest color for human eyes to process as it is closely related to nature. The richness of this color in the natural world will bog down just look around the natural and you. It is used by entertainment and leisure-related websites. For example, Woolworth, Land Rover .
Yellow holds optimistic and energetic. Yellow is associated with the sun which is the first color seen by the retina . It grabs the attention of window shoppers , and attracts focus (Blackbird, Fox & Tornetta , 2013). Also , yellow is a good accent color when used in moderation. Such as ,Nikon ,McDonald’s.
Black radiates power and elegance. It denote “absence of color” in the human mind. Mostly, black is used to market luxury products, denotes highest in class. Also, it is used to communicate glamour and sophistication. Black backgrounds are common. It is used extensively. Such as , Channel, Armani Exchange.
Grey is a neutral color which denotes maturity and balance , as a gray hair of old people does. Gray color anesthetizes the mind and infuses calmness and serenity. Marketers apply gray to achieve a simple and clean look . For example, Swarovski, Mercedes-Benz.
by Jiajun Ma (210025743)
Alexander’s , 2014, Using color psychology in advertising, retrieved 29 March 2016,
Blackbird, J. , Fox , T. & Tornetta S. , 2014, How the psychology of color influences consumers , retrieved 27 March 2016,
Lowe , A 2015 ,Coca-Cola in multimillion-dollar “colour changing” packaging push, retrieved 28 March 2016,
Sean, 2015, How does Colour Affect Consumer Behaviour? Retrieved 30 March