Architectural Color: Branding in the Built Environment
BY BILLY ROSBOTTOM, STO CORP. | November 2016
A brand is more than a logo. It’s more than a product, program, website, service, presentation, person, formula, system, concept, package, sample, claim, placement, sign, or promise. A brand is neither a shape nor a color, a flavor nor a soundbite. It’s all of these elements, or nothing at all. In fact, a brand may be something within us, defined by the experience we have. A company trusts that the aforementioned components will provide information that galvanizes its position and relationship with its audience. But our perception will ultimately create the loyalty—or lack thereof.
While color is only one element of the larger brand experience, it exerts a powerful influence on consumer behavior. An article in Fast Company reports that almost 85 percent of consumers cite color as the primary reason they buy a specific product. The writer, Rachel Gillett, cites research that shows “people make a subconscious judgment about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on color alone.”
Originally published in D+D • November 2016
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