USE COLOR LIKE A WEAPON

Color can provoke, guide, and persuade. Choose it deliberately. Color triggers emotion and perception faster than words. Strategic use of color can emphasize hierarchy, attract attention, and influence behavior. Misuse, however, undermines credibility.

Case Study

McDonald's uses red and yellow to evoke appetite and excitement—quickly signaling energy and positivity, guiding customer action.

In Practice

• Tiffany Blue: A single color that defines a luxury brand and is legally protected.
• Coca-Cola Red: Consistent color application creating instant global recognition.

Key Takeaways

1. Understand the psychology of color in context and culture.
2. Limit your palette to reinforce clarity and impact.
3. Use contrast to guide the eye and create focus.

Business Lens

UPS 'What can Brown do for you?': Owning an unexpected color for differentiation.