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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

These Powerful Maps Show the Extremes of U.S. Population Density

The U.S. population is spread across a huge amount of land, but its distribution is far from equal. These maps are a unique look at population density

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us cities population density equivalent map

America’s 328 million people are spread across a huge amount of territory, but the population density of various regions is far from equal.

It’s no secret that cities like New York have a vastly different population density than, say, a rural county in North Dakota. Even so, this interactive map by Ben Blatt of Slate helps visualize the stark contrast between urban and rural densities in a way that might intrigue you.

How many counties does it take to equal the population of these large urban areas? Let’s find out.

New York City’s Rural Equivalent

New York City (proper) Population: 8.42 million
New York City Population density: 27,547 persons / mi²

New York City became the largest city in the U.S. back in 1781 and has long been the country’s most densely packed urban center. Today, 1 in every 38 people living in the United States resides in The Big Apple.

new york city population density equivalent map

For the northwestern counties above to match the population of New York City, it takes a land area around the size of Mongolia. The region shown above is 645,934 mi², and runs through portions of 12 different states.

In order to match the population of the entire New York metropolitan area, which holds 18 million people and includes adjacent cities and towns in New York state, New Jersey, and Connecticut, the above equivalent area would have to be even more massive.

Los Angeles County’s Rural Equivalent

LA County Population: 10.04 million
LA County Population density: 2,100 persons / mi²

Los Angeles County is home to the 88 incorporated cities that make up the urban area of Los Angeles.

Even excluding nearby population centers such as Anaheim, San Bernadino, and Riverside (which are located in adjacent counties) it is still the most populous county in the United States, with over 10 million inhabitants.

los angeles county population density equivalent map

To match this enormous scale in Middle America, it would take 298 counties covering an area of 471,941 mi².

Chicago’s Rural Equivalent

Chicago Metropolitan Area Population: 9.53 million
Chicago Metropolitan Area Population density: 1,318 persons / mi²

Next up is America’s third largest city, Chicago. For this visualization, we’re using the Chicago metropolitan area, which covers the full extent of the city’s population.

chicago population density equivalent map

To match the scale of the population of the Windy City, we would need to add up every county in New Mexico, along with large portions of Colorado, Arizona, and Texas.

Turning the Tables?

Conversely, what if we transported the people in the country’s least densely populated counties into the middle of an urban center?

RankCountyPopulation
1Kalawao County, Hawaii86
2Loving County, Texas169
3King County, Texas272
4Kenedy County, Texas404
5Arthur County, Nebraska463

As it turns out, the total population of the five least populated counties is just 1,394—roughly the same amount of people that live on the average Manhattan block.

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Visualized: Comparing the Titanic to a Modern Cruise Ship

The sheer size of the Titanic was a sight to behold in 1912, but over 100 years later, how does this vessel compare to a modern cruise ship?

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Remembering the Tragedy of the Titanic

When the Titanic was completed on April 2, 1912, it was the largest and perhaps most luxurious ship in the world. The vessel could hold over 3,300 people including crew members, and boasted various amenities including a swimming pool and squash court.

The Titanic’s impressive size attracted many of the world’s wealthiest individuals, and on April 10, 1912, it set out on its maiden voyage. Just five days later, the ship sank after hitting an iceberg, resulting in more than 1,500 deaths.

It’s been over 100 years since the Titanic’s demise, so how have passenger ships evolved?

To find out, we’ve visualized it beside Royal Caribbean’s Symphony of the Seas, currently the world’s largest cruise ship.

The Size of the Titanic, in Perspective

The following table lists the dimensions of both ships to provide a better understanding of the Titanic’s relative size.

 RMS TitanicSymphony of the Seas
Year Built19122018
Length882ft (269m) 1,184ft (361m)
Width92ft (28m)215ft (66m)
Height175ft (53m)238ft (73m)
Internal volume46,328 gross register tonnage (grt)228,081 gross tonnage (gt)
Passengers2,4356,680
Crew8922,200

Source: Owlcation, Insider
Note: Gross register tonnage (grt) is a historic measure of a ship’s internal volume. This metric was replaced by gross tonnage (gt) on July 18, 1982.

One of the biggest differences between these two ships is width, with the latter being more than twice as wide. This is likely due to the vast amenities housed within the Symphony of the Seas, which includes 24 pools, 22 restaurants, 2 rock climbing walls, an ice-skating rink, and more. With accommodations for 6,680 passengers, the Symphony of the Seas also supports a crew that is 147% larger.

The Symphony of the Seas clearly surpasses the Titanic in terms of size, but there’s also a substantial difference in cost. When converted to today’s dollars, the bill for the Titanic equates to roughly $400 million, less than half of the Symphony of the Seas’ cost of $1.35 billion.

Lessons Learned from the Disaster

Inadequate safety preparations were a contributor to the Titanic’s high death toll. During its journey, the vessel carried enough lifeboats to accommodate just 33% of its total passengers and crew. This was legal at the time, as regulations based a ship’s number of required lifeboats on its weight, rather than its passenger capacity.

To make matters worse, investigations determined that the Titanic’s lifeboats had not been used to their full capacity, and that a scheduled lifeboat drill had been cancelled by the ship’s captain. These shortfalls, among others, paved the way for numerous improvements in maritime safety regulation.

These include the creation of the International Convention for the Safety of Life at Sea Treaty (SOLAS) in 1914, which is still in force today. Regarded as the most important international treaty on ship safety, SOLAS has been updated numerous times and is followed by 164 states, which together flag 99% of merchant ships (by gross tonnage) on the high seas today.

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