For many marketers, color has become a key to brand identity. Adweek reports on the psychology and trend-surfing that surrounds colour in marketing.
Before the late 1990s, color was usually assigned a minor role in advertising—it was far less important than images, words, shapes and music. Some say the shift began in 1997, when Ogilvy & Mather put a blue letterbox around its IBM commercials. It gave the spots a fresh and cinematic look, says Ogilvy’s Chris Wall, senior partner and executive creative director, and tied the work to the brand’s heritage, summed up in its nickname, Big Blue. It was also a simple way for IBM to mark its territory in the commercial blur.