Back to blogging after a week of just â€œgetting awayâ€. This time Iâ€™m continuing the series about color in branding.
This blogâ€™s subject: purple.
Or is it lavender?
Or perhaps violet?
Like the other primary and secondary colors – the purple family belongs to the secondary class â€“ there are various shades and mixtures and intensities that can be included in any particular class. So Iâ€™ll discuss all itsdesignations under the class called purple.
As a secondary color, purple and itâ€™s mates reside between red and blue on the color wheel. Therefore, it is a little â€œschitzoâ€ with attributes both hot and cool. Often, especially on the web, itâ€™s difficult to differentiate a deep purple from a dark blue, or a violet from a wine-red hue.
Purple is traditionally associated with nobility, spirituality and magic. Thereâ€™s also a suggestion of prosperity.
In researching for this blog, I was surprised that fewer companies had adopted purple as a primary corporate color. There are few negative connotations. Just purple prose and purple haze show up. But there is an association with death in Latin America.
The only brand Iâ€™ve discovered that actually revels in purple is the â€œpurple pillâ€, Nexium.
Another user of purple is FedEx and Iâ€™ll comment more about that. Initially the FedEx colors were purple and orange. Today that combination refers to its overnight air express service. For their corporate colors theyâ€™re substituted gray for orange. Then for their ground service, itâ€™s lime green and purple, for â€œTrade Networkâ€ itâ€™s gold and purple, and for the FedEx/Kinko stores, purple and sky blue. As you can see below, the â€œFedâ€ word is always purple and the logo retains its typeface in each variation. Well done, FedEx.
As already stated, purple imparts dignity or nobility in its darker tones. When more toward lavender, the color is feminine and fashion oriented.
Across the wheel from purple is the primary color, yellow. As itâ€™s complement,Â they make aÂ contrasting and complementary pair. The analogous colors are red and blue.
Those people who favor purple are likely to be creatives or eccentrics. They enjoy being unique from others and can be temperamental. They are also sensitive and observant, and enjoy fantasy. Iâ€™ve read that comic books with purple on their covers sell better than those with another color dominating.
Anyway, if youâ€™re looking for a color for your brand that hasnâ€™t been already used to adnauseam, you might explore purple and its associates, violet, mauve, lavender, lilac, orchid, plum, et al.