Purple Power: Elevating Your Brand with Purple Color Schemes

As we’re well aware by now, color plays a pivotal role in shaping consumer perceptions, influencing their view of a product and the overarching brand identity. As the initial touchpoint between a brand and a consumer, colors form the bedrock of the first impression. Furthermore, this perception is intricately woven with cultural, racial, and geographical nuances that vary from one individual to another.

Today, we invite you to delve into a topic that holds profound significance – the commanding influence of purple color schemes. Purple, an enduring color with a rich history, has wielded importance across diverse contexts. This blog aims to dissect the unique characteristics that define this color and unravel its potential impact on branding and marketing. By the end of this exploration, you’ll gain insights into whether purple color schemes align with your brand identity and discover strategies to leverage its potency in marketing.

Let the journey into the power of purple begin!

To understand purple color schemes better let’s dissect the color purple on a psychological level first. 

Color Psychology of Purple

In a previous blog, we briefly covered the psychological connotations of the color purple. Purple is such a versatile color that different shades and hues of purple mean different things to people on a psychological level. 

Purple is often associated with royalty and is thus considered an exclusively regal color. One of the top reasons is that in ancient times it was a color that was hard to come by thus making it an expensive color choice. So only the rich noblemen, religious leaders, and the royal people would have the privilege of wearing clothes dyed in purple. This is specifically referring to the Tyrian Purple one of the richest purple dyes to have ever been recorded in known history.

So in one aspect, purple emanates richness, carrying connotations of majesty, power, and influence. 

Yet, there exists another facet to the psychology of purple.

In contemporary times, purple finds itself closely linked to fantasy themes, punk rock aesthetics, future retro themes, and similar expressions. This duality renders purple an exceedingly versatile color. 

By tweaking factors such as hue, chroma, saturation, and value, purple can bring out different psychological reactions and seamlessly adapt to diverse settings and atmospheres.

Also, purple can be one of those things that will look good in one setting but will not in another setting as this Quora user points out. 

Now that you understand the basics about the color purple let’s move on. To know if purple is a good fit for your brand, it’s always good to look at those brands already using it. Are those in your niche using this versatile color? And to what capacity? Let’s find out.

Top Brands Utilizing Purple Color Schemes in Their Visual Identity

1. Yahoo!

The first one on the list is Yahoo. Yahoo has been using purple in its logo since 2009. It’s the primary color in their branding. 

But if you look at their website they use purple quite sparingly to maintain a level of professionalism as the purple they currently use is quite bright in terms of tone. Regardless it’s a stylish color and when paired with white it tends to have a crisp and clean look that’s appealing to its target demographic.

2. Cadbury

Cadbury has a long-standing history with the color purple in their products and branding – Pantone 2865c specifically, as seen below. They have fought and won the trademark rights to this iconic purple shade so no other chocolate company can use it in their milk chocolate products. This was a big win as it was not an easy task trademarking a color. However, some sources quote that, the judge who made the ruling had stated that “colors are capable of being signs”. 

The Cadbury logo too was purple from 1921-2020 but then they switched to a very muted gold color as seen below:

The infusion of gradient muted gold against a purple backdrop lends an air of luxury to Cadbury’s candy bars. This meticulously crafted color scheme appears to be a strategic marketing tactic, positioning Cadbury chocolates as an indulgent and special treat.

Here’s a look at some of their products in purple packaging that we all know so well:

The predominant colors in this color scheme include the distinctive trademark purple which has been employed since 1914 as a tribute to Queen Victoria. The gold logo and the white featured in their Dairy Milk text accompany the signature purple. Notably, being a chocolate brand, the incorporation of whimsical touches with complementary colors enhances the product’s value and liveliness. Cadbury stands out as a trailblazer in championing purple color schemes.

To the extent that Cadbury, with a legacy spanning over a century, has established such a strong association between the color purple and chocolate bars that the mere presence of this color could trigger a psychological craving for chocolate.

3. Milka

Let’s consider another chocolate brand that strategically incorporates purple color psychology into its branding. When envisioning candy bars packaged in purple color schemes, our thoughts extend beyond just Cadbury to include Milka as well.

Milka’s logo predominantly features a purple color, but when displayed on their products, it shifts to white against a background of purple wrapping.

Milka can incorporate purple into its branding without encountering the trademark issues discussed earlier for a few reasons. 

Firstly, both Cadbury and Milka fall under the umbrella of a single-parent company, Mondelez International. 

Additionally, the trademark restrictions on Cadbury’s purple don’t extend to various hues, tones, and shades of purple. 

Finally, Milka’s specific lilac purple is also trademarked and is distinguishable from the Pantone color mentioned earlier.

Because 90% of consumers make purchases based on color it makes sense that purple has been continuously used in the chocolate packaging for both Cadbury and Milka. 

4. FedEx

FedEx is another company that embraces a purple color scheme within its visual identity. The predominant color in their palette is purple, and their logo as shown below skillfully incorporates a combination of purple and orange – a dynamic pairing that represents one of the most effective complementary color combinations.

However, in instances where the logo is displayed in environments predominantly adorned with purple, there is a subtle shift from purple to white. This strategic use of white serves as another balancing element, mitigating the intensity of colors such as purple and orange, as exemplified on their website.

A recurring pattern observed in the purple color schemes adopted by leading brands is the pairing of purple with a complementary color or the inclusion of white. The objective behind these choices is twofold: to invigorate the color palette through complementary hues and to temper the intensity of purple. 

The strategic decision between enlivening or toning down the color is contingent upon the nature of your industry and the preferences of your target audience.

With that let’s move to some instances where brands step out of their usual visual identity to incorporate purple color schemes in specific marketing endeavors. 

Top Brands Utilizing Purple Color Schemes in Their Marketing Efforts

A brand often meticulously crafts a distinct persona and then translates that into a brand identity through the use of various elements such as typography, imagery, and especially colors. However, there are moments when certain marketing initiatives prompt them to deviate from this established persona, embracing a different identity to appeal to a more specific and targeted demographic.

In the following instances, we’ll explore how prominent brands have successfully navigated such shifts.

1. Fenty Beauty

Among the current frontrunners in the makeup industry is Fenty by Rihanna, an adored pop icon. Rihanna, in her venturesome spirit, has expanded her business portfolio by launching exclusive lingerie stores under the name Savage X Fenty. 

Her marketing team’s vision is to entice not just those shopping for lingerie but anyone who walks by. To achieve this magnetic allure, they employ a captivating purple color scheme. 

The color palette, featuring a neon lighting effect in shades of purple, fuchsia, and emerald, creates an irresistible ambiance, exemplified in the image of one of the stores below.

When you take a look at their normal visual identity below you can see what a steep change she has adopted for the lingerie line using purple color schemes. 

2. L’Oreal Paris Revitalift Pop-up

L’Oreal Paris, a globally acclaimed beauty brand, stands at the forefront of the industry. Renowned for its innovation and quality, it consistently captivates beauty enthusiasts worldwide.

During the promotion of L’Oreal Paris Revitalift, the brand orchestrated a captivating popup in Bangkok with a distinctive science lab theme. Enveloped in a color palette dominated by purple and white, mirroring the hues of the featured product, the popup exuded a sophisticated laboratory ambiance coupled with a futuristic aesthetic as seen below.

The purple of the product as seen above could be based on the fact that it’s an advanced formula carefully crafted in a laboratory for optimal effects. 

This marketing stunt is particularly noteworthy when juxtaposed with L’Oreal’s typical visual identity.

Here are L’oreal’s updated brand colors from the year 2021 onwards:

In conclusion, it becomes evident how embracing an alternative color scheme, particularly one centered around purple, can yield effectiveness for various objectives. The pivotal factor lies in understanding when and how to deploy such purple color schemes, ensuring that the endeavor doesn’t fall flat. 

To delve deeper into this aspect, let’s explore specific purple color schemes that can be integrated into your visual identity or for specific purposes.

Examples of Purple Color Schemes

1. Fantasy

Brands aiming to captivate audiences such as anime enthusiasts, sci-fi aficionados, and fantasy aficionados can find significant benefits in adopting purple color schemes inspired by fantasy themes.

The striking feature of purple color schemes belonging to this theme would be that the purple is luminescent and paired with similar luminescent colors. A sort of ethereal version of different colors (if you will) combined from the cooler side of the color wheel as can be observed below. 

2. Royalty

Having already acknowledged that purple holds historical significance as a color associated with royalty and luxury, brands seeking to appeal to an exclusive audience with premium products can strategically incorporate purple color schemes of this nature.

These colors are created with different deeper shades of purple combined with complementary colors like yellow or analogous colors like blue and sometimes even different tints of purple. A few purple color schemes belonging to royal themes can be seen below.

3. Technology

Purple proves to be an excellent color scheme choice for tech brands. Using purple color schemes for tech brands can include a wider range of colors. For this industry, purple mixed with blues, and pinks can make it look like an innovative palette. Instead of going for the usual black and purple, you can explore schemes without a neutral tone too. 

Here are some inspirational examples below to kindle your interest.

Let’s Tie it Up

Purple wields formidable influence for brands, not just in establishing visual identities but also in special marketing ventures. Its rich history, associated with luxury and creativity, makes it a versatile choice. Encouraging the incorporation of purple color schemes in visual identities and specific campaigns can elevate a brand’s presence as we saw above. 

So whether you’re targeting a niche audience or experimenting with themed events, harnessing the power of purple adds a touch of sophistication and captivates attention, enhancing your overall brand and marketing efforts.

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