We all know it’s a competitive world out there. Staying top of mind as a brand is ever more crucial. We’re all competing for attention. And with the over-saturation of visuals, how are we to grab attention? Well, you’d want to tap into emotional branding and honor your brand color. These emotions not only allow us to connect with a brand, it makes us remember it. HOW we feel when we interact with that brand is crucial. Visuals — especially your brand colors pay a crucial role in emotions.
How Color Builds on emotional Branding
Brands that truly harness the emotional connection to color can create profound impressions on the market. We can easily recognize several brands based on their color. Yahoo, Cadbury, Hallmark are purple. Coca Cola, Nintendo and ESPN are red. Starbucks, Girl Scouts and Tropicana are green. LinkedIn, Dell and Chase bank are blue. The list goes on.
As you read this list, did you find yourself spontaneously not just “seeing” the Coca Cola, Hallmark, or the Starbucks logo, but their advertising too? Coca Cola uses the warm reds to give you that cozy feeling — especially during the holidays. Or you all of a sudden craved a warm pumpkin spice latte from Starbucks.
Now that Pantone announced Ultra Violet as the 2018 color of the year, we immediately thought of a brand that uses this color with emotional branding brilliance: Cadbury. Their adverts are pure genius. They take their brand color, make you FEEL it and infuse the color into every single detail of their ads. Their whole adverts serve to make you feel their tagline: “Free the Joy”. We’ve lined up some of their best adverts to show you what we mean. We’ll start with our favorite.
1. The Most Talented Gorilla
We may be a little biased because Cadbury used the Phil Collins song “In the Air Tonight”. This advert was done before the Hangover made his song popular to the mass media. We’ve been fans before then. Now, back to our point… As you watch this advert, they start with their production name and a purple background. Cue in the amazing gorilla. Did you notice how we were cued to go through emotions by the gorillas expressions? And as the music is going to peak, the camera pans out, he takes a deep breath… bursts with life and surprises us with his musical talent. Honestly, who wouldn’t want to see a gorilla drumming?
2. Boogie On With Color
Did you notice how purple was their predominant brand color? Cadbury clearly makes the statement within the first few seconds. Then, it continually enforces it in big and small details — the socks, the elevator button, the lady drinking coffee, even the lighting had purple undertones. Now this advert introduces more colors to their brand. As people boogie-roll down the hall, you clearly see how each person wears a color connected to the colors in each of their chocolate bars. Once they end their fun chair stroll “There’s more than one way to #FreetheJoy” is displayed. For a minute there, you felt a part of that joy. And yes, they kinda make you wish your office allowed you to boogie on down the hallway in your rolling chair. That’s pure brilliance in creating emotional branding, don’t you think?
3. The Joy Of Motherhood
This video probably targets parents emotions a little more. From the very beginning, you see purple undertones through the glow in the babies skin, to the bubbles. This stunning animation makes you feel as if you are in cocooned in a little world of joy. Three little triplets sing their little hearts out while in their mothers womb. As the song plays “I’ve got joy in my heart” you get a feeling of how the babies are blissful. As the camera pans out, you see the joy they feel came from the food their mom was eating — a delicious Cadbury chocolate.
Cadbury has certainly built a brand that captivates emotion around their product: joy. It leaves you feeling like joy is just a chocolate bar away. They certainly harness the creative, imaginative, and enchanting feelings that purple can bring. And of course the music accompanying the visuals in their adverts was perfectly aligned. When we build emotional connections to brands, it makes a lasting impression. They imprint their essence into your mind. And it makes it hard to forget.
Harnessing the power of color for your brand should always be strategic. Knowing what emotions they can evoke are a must. Not sure where to start? You can learn how color can influence others in our latest 2018 Color Trends Guidebook.
Nicte the way you lay out this with the reference to Cadbury ads was simply amazing. I would have never noticed such details if it wasn’t mentioned here. In the first video, I realized what color of clothing the people are wearing resembles the chocolate bars that appear at the end.
I’m glad to hear that it made you notice those beautiful details, Ross. Our mind still registers them, but when we actually become aware of it, it becomes even more impactful as you noticed. Didn’t it make you want to try their chocolates?
Indeed, the ad did. Emotional branding can only be achieved by putting what customers deem most important ahead of everything else and this ad from Cadbury is one of the best I’ve ever seem. Thanks for sharing.