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3 pages/≈825 words
5 Sources
Business & Marketing
English (U.S.)
MS Word
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The Importance Of Color That Advertising Company Or Product (Essay Sample)


Choose a company with a distinctive color. Discuss the importance of color with that company's advertising or packaging as it relates to the different meanings and cultures and segment markets.


Color in Marketing
Date of submission
Color in Marketing
Most enterprises value development of unique and distinctive products. Thus, the marketing managers strive to ensure that such brands become unique and outstanding from those of the competitors. Brands can only possess distinctiveness which enables them to become recognizable and different. Thus, become a distinctive asset. The distinctiveness of products can be used to indicate their prevalent and uniqueness which lead to more recognition and loyalty which result to increased profits. Therefore, managers usually pay attention to colors, logos, typography, taglines, advertising style and mascots. Companies such as Coca-Cola uses color red with a white banner which is unique. Irrespective of the numerous changes that have occurred in Coca-Cola Company especially the evolution of its brands, one aspect that has remained unique and the same for a long time is its use of red color with a white banner. Therefore, use of color in marketing is important since it reduces the cost of an advertisement by identifying and measuring distinctive assets which ensure that they are not connected to their competitors.
Red Color use in Advertisement in Coca-Cola Company
Coca-Cola Company has successfully used color theory in design especially with the warm connotation of the spectrum. Thus, the company has chosen a red color for boldness, energetic and for uplifting consumers. This is important in enhancing their branding, to raise levels of emotions in terms of the consumers’ feelings when they observe the cola products as well as for the brand to stand out in the market environment. This gives the Coca-Cola Company a competitive advantage as well as to ensure an achievement of instant brand recognition (Devaney, 2015).
In mastering the color theory, the company has been conducting an effective planning as well as executing such plans in all the branding elements and advertising. For example, it is usually difficult to own red color in a sector in its primary form since majority sees it as danger or anger, warm and passion. In addition, this color is known for its impact in elevating the blood pressure and increases heart rate. Therefore, the Coca-Cola Company opted to use the red color for brand advertisement and for the brand itself (Editorial Staff, 2015).
Importance of Color in Advertisement and packaging in regards to Cultural Meaning
Culture plays a critical role in...
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