Misc
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.
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.

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.
Rank | School Name | State | Tuition |
---|---|---|---|
1 | Princeton University | New Jersey | $59,710 |
2 | Massachusetts Institute of Technology | Massachusetts | $60,156 |
3 | Harvard University | Massachusetts | $59,076 |
3 | Stanford University | California | $62,484 |
5 | Yale University | Connecticut | $64,700 |
6 | University of Pennsylvania | Pennsylvania | $66,104 |
7 | California Institute of Technology | California | $63,255 |
7 | Duke University | North Carolina | $66,172 |
9 | Brown University | Rhode Island | $68,230 |
9 | Johns Hopkins University | Maryland | $63,340 |
9 | Northwestern University | Illinois | $65,997 |
12 | Columbia University | New York | $65,524 |
12 | Cornell University | New York | $66,014 |
12 | University of Chicago | Illinois | $65,619 |
15 | University of California, Berkeley | California | $48,465 (out-state) $15,891 (in-state) |
15 | University of California, LA | California | $46,326 (out-state) $13,752 (in-state) |
17 | Rice University | Texas | $58,128 |
18 | Dartmouth College | New Hampshire | $65,511 |
18 | Vanderbilt University | Tennessee | $63,946 |
20 | University of Notre Dame | Indiana | $62,693 |
21 | University of Michigan, Ann Arbor | Michigan | $57,273 (out-state) $17,786 (in-state) |
22 | Georgetown University | Washington, DC | $65,082 |
22 | University of North Carolina at Chapel Hill | North Carolina | $39,338 (out-state) $8,998 (in-state) |
24 | Carnegie Mellon University | Pennsylvania | $63,829 |
24 | Emory University | Georgia | $60,774 |
24 | University of Virginia | Virginia | $58,950 (out-state) $22,323 (in-state) |
24 | Washington University, St. Louis | Missouri | $62,982 |
28 | University of California, Davis | California | $46,043 (out-state) $15,266 (in-state) |
28 | University of California, San Diego | California | $48,630 (out-state) $16,056 (in-state) |
28 | University of Florida | Florida | $28,658 (out-state) $6,381 (in-state) |
28 | University of Southern California | California | $68,237 |
32 | University of Texas, Austin | Texas | $41,070 (out-state) $11,698 (in-state) |
33 | Georgia Institute of Technology | Georgia | $32,876 (out-state) $11,764 (in-state) |
33 | University of California, Irvine | California | $47,759 (out-state) $15,185 (in-state) |
35 | New York University | New York | $60,438 |
35 | University of California, Santa Barbara | California | $45,658 (out-state) $14,881 (in-state) |
35 | University of Illinois Urbana-Champaign | Illinois | $36,068 (out-state) $17,572 (in-state) |
35 | University of Wisconsin, Madison | Wisconsin | $40,603 (out-state) $11,205 (in-state) |
39 | Boston College | Massachusetts | $67,680 |
40 | Rutgers University, New Brunswick | New Jersey | $36,001 (out-state) $17,239 (in-state) |
40 | Tufts University | Massachusetts | $67,844 |
40 | University of Washington | Washington | $41,997 (out-state) $12,643 (in-state) |
43 | Boston University | Massachusetts | $65,168 |
43 | The Ohio State University | Ohio | $36,722 (out-state) $12,485 (in-state) |
43 | Purdue University, Main Campus | Indiana | $28,794 (out-state) $9,992 (in-state) |
46 | University of Maryland, College Park | Maryland | $40,306 (out-state) $11,505 (in-state) |
47 | Lehigh University | Pennsylvania | $62,180 |
47 | Texas A&M University | Texas | $40,607 (out-state) $12,413 (in-state) |
47 | University of Georgia | Georgia | $30,220 (out-state) $11,180 (in-state) |
47 | University of Rochester | New York | $64,384 |
47 | Virginia Tech | Virginia | $36,090 (out-state) $15,478 (in-state) |
47 | Wake Forest University | North Carolina | $64,758 |
53 | Case Western Reserve University | Ohio | $62,234 |
53 | Florida State University | Florida | $21,683 (out-state) $6,517 (in-state) |
53 | Northeastern University | Massachusetts | $63,141 |
53 | University of Minnesota, Twin Cities | Minnesota | $36,402 (out-state) $16,488 (in-state) |
53 | William & Mary | Virginia | $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.
-
Maps5 days ago
Mapped: Which Countries Recognize Israel or Palestine, or Both?
-
Markets1 week ago
Visualizing 30 Years of Investor Sentiment
-
Technology1 week ago
Ranked: Largest Semiconductor Foundry Companies by Revenue
-
Misc1 week ago
Visualized: EV Market Share in the U.S.
-
Maps1 week ago
Interactive Map: The World as 1,000 People
-
Retail7 days ago
Ranked: Average Black Friday Discounts for Major Retailers
-
Business6 days ago
Ranked: Fast Food Brands with the Most U.S. Locations
-
Economy6 days ago
Visualizing 30 Years of Imports from U.S. Trading Partners