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Color in Branding: What Does it Say About Your Industry?

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Color in Branding: What Does it Say About Your Industry?

Color in Branding: What Does it Say About Your Industry?

The use of color can be a powerful way to guide the associations consumers have about a brand, but how and why certain colors are used can often be perplexing.

The color red is the perfect example. When it is used as a primary color for McDonald’s, red is meant to energize and attract the attention of potential customers. Red is also thought by some psychologists as a hunger stimulant, which might help them sell more Big Macs and McNuggets at the end of the day.

However, in the case of a company such as British Airways, red is supposed to represent none of those things. For an airline brand, red should be about warmth and a sense of caring, and it ostensibly helps to make customers feel more comfortable flying. For the famous shoe brand Vans, the color red is supposed to evoke feelings of desire and passion, with a hope that customers will link these concepts intrinsically to their brand.

How can red mean so many different things at the same time? The answer is context, much of which is provided by consumers choosing between brands within a particular industry.

Color and Context

When consumers plan to make a purchase decision, they are typically deciding between an evoked set of companies that they’re familiar with for a specific industry or sector. In buying an automobile, for example, a consumer may only to be willing to only consider buying a Toyota, Ford, or Honda.

Since these brands are competing against one another for a “spot” in the mind of consumers, their brands are positioned based on consumer needs and desires in order to win certain associations. Color is an important part of this – but the need is only to differentiate from competitors within an industry, since non-auto brands like McDonald’s or Calvin Klein are not a part of the evoked set of brand choices in this situation.

Therefore, industry context is an essential factor that determines the color choices made by companies for their branding.

Examples: Color in Branding

Today’s infographic from Towergate Insurance breaks down 26 industries by the colors used in top brands, providing an additional focus on industries such as autos, pharmaceutical, and apparel to identify the reasons why particular colors are used.

Here are some examples worth thinking about:

Autos
Based on the breakdown of the top 20 brands in the auto industry, it is interesting to see that silver is used with more prominence than in other sectors. Silver provides a sense of luxury and high-quality workmanship. Red and blue are also popular colors for brands in the auto sector. Red can symbol masculinity, while blue is supposed to represent reliability for brands like Volkswagen or Ford.

Pharma
Within the context of pharmaceutical branding, the concepts of health, vitality, and optimism are important. Blue, which is used as a color in branding for companies such as Pfizer, is meant to represent well-being. Meanwhile, GlaxoSmithKline’s orange is meant to be optimistic and energetic. Vitality or health can also be represented with green, which has a strong association with nature and healing.

Apparel
Fashion is dominated by companies that use black as a part of their branding. Of the top 20 apparel and accessory brands, 12 of them use black in their logos to evoke senses of sophistication, formality, style, or luxury.

These include companies such as Chanel, Zara, Adidas, Nike, Oakley, Burberry, Cartier, and many others.

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Misc

Ranked: America’s Best Universities

Evaluated on 19 different metrics, here’s the list of America’s best universities, led by 14 private schools.

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Ranked: America’s Best Universities

The latest ranking of America’s best universities is here, perfectly timed for the approaching admissions season.

“Best” is of course subjective, and U.S. News and World Report has compiled 19 metrics on which they evaluated more than 400 national universities. Some of them include:

  • Graduation rates & performance: A four-year rolling average of the proportion of each entering class earning a bachelor’s degree in six years or less. Performance is measured against predictions made by the publishers, and when beaten, the university gains a higher scoring.
  • Peer assessment: A two-year weighted average of ratings from top academics—presidents, provosts and deans of admissions—on academic quality of peer institutions with which they are familiar.
  • Financial resources: The average per student spend on instruction, research, student services and related educational expenditures in the 2021 fiscal year.
  • Debt: A school’s average accumulated federal loan debt among borrowers only.
  • Pell graduation rates & performance: the same calculation as stated above, but focused only on Pell Grant students, adjusted to give more credit to schools with larger Pell student proportions.

The website’s methodology section details how they sourced their data, the weights assigned to each metric, and their changes over the years.

From the hundreds assessed come the nearly 50 best universities that offer a variety of undergraduate majors, post-graduate programs, emphasize research, or award professional practice doctorates.

Which are the Best Universities in America?

At the top of the list, Princeton University is the best university in the country, known for its physics, economics, and international relations departments. Notably, it’s a rare Ivy league university that does not have a law, medical, or business school.

Here’s the full ranking of America’s best universities, along with annual tuition requirements.

RankSchool NameStateTuition
1Princeton UniversityNew Jersey$59,710
2Massachusetts
Institute of
Technology
Massachusetts$60,156
3Harvard UniversityMassachusetts$59,076
3Stanford UniversityCalifornia$62,484
5Yale UniversityConnecticut$64,700
6University of
Pennsylvania
Pennsylvania$66,104
7California Institute
of Technology
California$63,255
7Duke UniversityNorth Carolina$66,172
9Brown UniversityRhode Island$68,230
9Johns Hopkins
University
Maryland$63,340
9Northwestern UniversityIllinois$65,997
12Columbia UniversityNew York$65,524
12Cornell UniversityNew York$66,014
12University of ChicagoIllinois$65,619
15University of
California, Berkeley
California$48,465 (out-state)
$15,891 (in-state)
15University of
California, LA
California$46,326 (out-state)
$13,752 (in-state)
17Rice UniversityTexas$58,128
18Dartmouth CollegeNew Hampshire$65,511
18Vanderbilt UniversityTennessee$63,946
20University of Notre DameIndiana$62,693
21University of
Michigan, Ann Arbor
Michigan$57,273 (out-state)
$17,786 (in-state)
22Georgetown UniversityWashington, DC$65,082
22University of North
Carolina at Chapel Hill
North Carolina$39,338 (out-state)
$8,998 (in-state)
24Carnegie Mellon UniversityPennsylvania$63,829
24Emory UniversityGeorgia$60,774
24University of VirginiaVirginia$58,950 (out-state)
$22,323 (in-state)
24Washington
University, St. Louis
Missouri$62,982
28University of
California, Davis
California$46,043 (out-state)
$15,266 (in-state)
28University of
California, San Diego
California$48,630 (out-state)
$16,056 (in-state)
28University of FloridaFlorida$28,658 (out-state)
$6,381 (in-state)
28University of
Southern California
California$68,237
32University of
Texas, Austin
Texas$41,070 (out-state)
$11,698 (in-state)
33Georgia Institute
of Technology
Georgia$32,876 (out-state)
$11,764 (in-state)
33University of
California, Irvine
California$47,759 (out-state)
$15,185 (in-state)
35New York UniversityNew York$60,438
35University of
California, Santa
Barbara
California$45,658 (out-state)
$14,881 (in-state)
35University of Illinois
Urbana-Champaign
Illinois$36,068 (out-state)
$17,572 (in-state)
35University of
Wisconsin, Madison
Wisconsin$40,603 (out-state)
$11,205 (in-state)
39Boston CollegeMassachusetts$67,680
40Rutgers University,
New Brunswick
New Jersey$36,001 (out-state)
$17,239 (in-state)
40Tufts UniversityMassachusetts$67,844
40University of WashingtonWashington$41,997 (out-state)
$12,643 (in-state)
43Boston UniversityMassachusetts$65,168
43The Ohio State UniversityOhio$36,722 (out-state)
$12,485 (in-state)
43Purdue University,
Main Campus
Indiana$28,794 (out-state)
$9,992 (in-state)
46University of
Maryland, College
Park
Maryland$40,306 (out-state)
$11,505 (in-state)
47Lehigh UniversityPennsylvania$62,180
47Texas A&M UniversityTexas$40,607 (out-state)
$12,413 (in-state)
47University of GeorgiaGeorgia$30,220 (out-state)
$11,180 (in-state)
47University of RochesterNew York$64,384
47Virginia TechVirginia$36,090 (out-state)
$15,478 (in-state)
47Wake Forest UniversityNorth Carolina$64,758
53Case Western
Reserve University
Ohio$62,234
53Florida State UniversityFlorida$21,683 (out-state)
$6,517 (in-state)
53Northeastern UniversityMassachusetts$63,141
53University of
Minnesota, Twin
Cities
Minnesota$36,402 (out-state)
$16,488 (in-state)
53William & MaryVirginia$48,841 (out-state)
$25,041 (in-state)

MIT places second, and Harvard and Stanford tie for third. Yale rounds out the top five.

Private universities, including seven Ivy League colleges, dominate the top of the rankings. Meanwhile, the highest-ranked public schools are tied at 15th, both state schools in California.

For affordability, since the higher ranks are populated by private universities, there tends to be a broad correlation of better universities being more expensive. That said, the most expensive school in the top 50 ranks is actually the University of Southern California, tied at 28th, for $68,237/year.

As it happens, also tied at 28th, the University of Florida is the most affordable public school for in-state students ($6,381/year) and Florida State University tied at 53rd, is the most affordable for out-of-staters at $21,683/year.

However these costs are tuition-only, and don’t account for other necessary expenses: accommodation, food, and textbooks.

Best University versus Best “Fit”

Finding the best university for prospective students is more than just perusing a long ranking list.

Aside from the numerous schools present within each university—which can often be the best for specific majors—factors like location, proximity to family, campus culture, the non-academic pursuits (sports, extracurriculars, internships) are also taken into consideration.

In fact, research has found that just attaining a university degree improves future earnings potential and employability.

Furthermore, individual engagement at college (irrespective of the rank of the school in question) plays a far bigger role in learning and general well-being than simply attending a highly-ranked school.

However, for low income and minority students, attending a top-ranked school does improve future earnings considerably. For women, it also often results in delaying marriage and kids, which results in more work-hours and as a result, more pay.

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