Advertising
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.
Revenue
Charting Revenue: How The New York Times Makes Money
This graphic tracks the New York Times’ revenue streams over the past two decades, identifying its transition from advertising to subscription-reliant.

When it comes to quality and accessible content, whether it be entertainment or news, consumers are often willing to pay for it.
Similar to the the precedent set by the music industry, many news outlets have also been figuring out how to transition into a paid digital monetization model. Over the past decade or so, The New York Times (NY Times)—one of the world’s most iconic and widely read news organizations—has been transforming its revenue model to fit this trend.
This chart from creator Trendline uses annual reports from the The New York Times Company to visualize how this seemingly simple transition helped the organization adapt to the digital era.
The New York Times’ Revenue Transition
The NY Times has always been one of the world’s most-widely circulated papers. Before the launch of its digital subscription model, it earned half its revenue from print and online advertisements.
The rest of its income came in through circulation and other avenues including licensing, referrals, commercial printing, events, and so on. But after annual revenues dropped by more than $500 million from 2006 to 2010, something had to change.
NY Revenue By Year | Print Circulation | Digital Subscription | Advertising | Other | Total |
---|---|---|---|---|---|
2003 | $623M | $1,196M | $168M | $1,987M | |
2004 | $616M | $1,222M | $165M | $2,003M | |
2005 | $616M | $1,262M | $157M | $2,035M | |
2006 | $637M | $1,269M | $172M | $2,078M | |
2007 | $646M | $1,223M | $183M | $2,052M | |
2008 | $668M | $1,068M | $181M | $1,917M | |
2009 | $683M | $797M | $101M | $1,581M | |
2010 | $684M | $780M | $93M | $1,557M | |
2011 | $659M | $47M | $756M | $93M | $1,555M |
2012 | $681M | $114M | $712M | $88M | $1,595M |
2013 | $673M | $151M | $667M | $86M | $1,577M |
2014 | $668M | $172M | $662M | $86M | $1,588M |
2015 | $653M | $199M | $639M | $89M | $1,580M |
2016 | $647M | $232M | $581M | $94M | $1,554M |
2017 | $668M | $340M | $559M | $109M | $1,676M |
2018 | $642M | $400M | $558M | $148M | $1,748M |
2019 | $624M | $460M | $531M | $198M | $1,813M |
2020 | $597M | $598M | $392M | $196M | $1,783M |
2021 | $588M | $774M | $498M | $215M | $2,075M |
2022 | $574M | $979M | $523M | $233M | $2,308M |
In 2011, the NY Times launched its new digital subscription model and put some of its online articles behind a paywall. It bet that consumers would be willing to pay for quality content.
And while it faced a rocky start, with revenue through print circulation and advertising slowly dwindling and some consumers frustrated that once-available content was now paywalled, its income through digital subscriptions began to climb.
After digital subscription revenues first launched in 2011, they totaled to $47 million of revenue in their first year. By 2022 they had climbed to $979 million and accounted for 42% of total revenue.
Why Are Readers Paying for News?
More than half of U.S. adults subscribe to the news in some format. That (perhaps surprisingly) includes around four out of 10 adults under the age of 35.
One of the main reasons cited for this was the consistency of publications in covering a variety of news topics.
And given the NY Times’ popularity, it’s no surprise that it recently ranked as the most popular news subscription.
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