Sodas are one of the most popular drinks throughout the country, with a survey by Appinio finding that 25% of respondents consume a soda or an energy drink daily. The popularity of this type of drink requires brands to find a way to stand out within a crowded marketplace. This is where color psychology can be an incredibly powerful tool for brands.
But what is color psychology? And how do the most popular brands in the country leverage it with their labels? Electrix, the leading provider of electrical junction boxes across many industries, has offered expert insight into how colors are used within the soda industry to drive sales.
What is color psychology?
Color psychology is the psychological connection of specific colors to emotions and behaviors. While this may vary between individuals, as everyone has different associations between colors and emotions, the hue and warmth of some can affect moods and influence buying habits.
Warmer colors such as red, orange, and yellow can evoke comforting and inviting feelings. This can influence products consumers purchase as they may see the label and experience positive emotions, leading them to buy the product.
Most popular soda brands and their colors
When it comes to which soda brand is the most popular in the country, it should come as no surprise that Coca-Cola is number one, with data from Brand Finance showing that it eclipses the competition with a brand value of more than $33 billion. Coca-Cola is one of the most recognizable brands in the world. The red and white can is iconic, and even their other products, such as Diet Coke and Coke Zero, have become easily identifiable and established their unique place on store shelves and in the market.
This is thanks, in part, to the color and label adorning the soda cans. The red is eye-catching and warm, so it stands out among others and can be picked out from the crowd. The following two most popular soda and carbonated drink brands, Pepsi and Red Bull, with $18.3 billion and $6.9 billion market value, both feature red in their logos.
However, these brands also integrate blue within their branding, which can create feelings of relief and calmness. Combined with the trust that blue can inspire in consumers, it makes sense that these brands are in the top three of the most popular soda brands.
How can brands better incorporate color psychology in their branding?
This raises the question of how businesses can use color psychology within their branding to drive sales and cement themselves within consumers’ minds. The applications extend far beyond just the food and drink industry, as every company that manufactures products or services can become far more attractive with the right colors associated with them.
One way to gain insight into your market is by having your product division research the most popular products from competitors and analyze the colors used in their packaging and logos. Studying how other companies market to consumers can inform your design decisions.
The aim should be to use this as a starting point but never replicate like-for-like. Once you’ve analyzed the colors and logos, you can ideate how best to incorporate similar colors to drive your product toward the target audience or aim to implement colors at the other end of the spectrum or lesser-used ones to ensure you’re standing out from the crowd.
Color psychology can be hugely impactful when applied properly, as is evidenced by the soda industry. Coca-Cola is arguably one of the most identifiable products in the world and is sold at all major retailers and restaurants. Whenever you see a can with a red and white label, your mind wouldn’t be alone in assuming it is a can of Coke.
Sources
https://www.statista.com/statistics/603922/brand-value-non-alcoholic-beverage-brands-worldwide/
No comments yet