Color, a word that we hear often enough, but yet we know not how deep the meaning behind each reaches?
In our early years, Crayola teaches our senses to come alive with the multitude of crayon colors in one box. What a creative and provoking job to name all of these colors! Who would have ever thought that something so simple could begin to develop our knowledge of color and how it splashes the world. For it is in these early ages that we also determine, through events and occurrences, what our favorite colors are, and which ones we absolutely do not care for.
We learn in later years that colors have deeper allusions behind them; College psychology teaches us that each color affects our mood in a different way; Culturally, we tend to subconsciously associate certain colors with feelings. Over time, our societal influences teach us these and use them to persuade, sell, convince, energize, and calm. For instance, Red culturally means “warmth, love, anger, danger, boldness, excitement, speed, strength, energy, determination, desire, and courage.”Because of its ability to “create urgency,” Red is often the color used to provoke sales. “McDonald’s, apparently, use red and yellow because red=fast and yellow=hunger (hence fast food!).”
Color plays a very important role in the advertising/marketing industry as well. Most companies associate themselves very early on with a specific color that helps to brand them. They should stay consistent in using this color with logos, printed material, signage, websites, and promotional products.
A recent case that went to the U.S. 2nd Circuit Court of Appeals revolved around the color Red, and who owned the rights to use “China Red” for high-heeled shoes. Two companies arguing over the simple color of shoes is a large cue that color is much more than a Crayola Crayon in a box, but a trademark for their product, and the one thing that makes their shoes stand out amongst a ‘sea of red.’ Louboutin feels they should have exclusive rights to this color because it has “made their high-heels iconic.” However, the judge “acknowledged that trademarks can be given for colors on products chiefly when a single color is used only to identify or advertise a brand.”
Think what you will about colors, but they are more than just a polish on your nails…I must say, if I could reserve exclusive rights to the O.P.I colors Lincoln Park After Dark, Hopelessly in Love, and Vodka & Caviar, I would in a heartbeat!