浅析色彩心理学在营销与品牌形象的应用

PAGEIIColorPsychologyinMarketingandBranding--ACaseStudyBasedonCoca-andPepsi-cola--ACaseStudyBasedonCoca-andPepsi-colaAbstractAstheglobalizationofthecommercialmarketaroundtheworld,competitionsbetweenenterprisesbecomefiercer.Towinthecompetition,brandmarketingisregardedasamagicweaponforvictorybymanycompanies.Colors,oneofthemostdistinctexternalcharacteristicsofproducts,haveimmeasurablefunctionsonmarketing.Foronething,theapproach-avoidancebehaviorsofconsumersarepartlyinfluencedbycolors.Foranother,brandvisualizationcanbepromotedbycolorpsychology.Armedwiththetworeasonsabove,nowadayscolorpsychologyisbeingappliedbytheincreasingnumberofenterpriseswhichaimtopromotetheirowndevelopment.Thispaperaimstoanalyzetheimportanceofcolorpsychologyappliedincommercialmarket.Throughmethodsofcomparativeanalysis,inductionanddocumentanalysistoanalyzetheconnotationofcolorsandtwopracticalapplicationsofcolorpsychologybasedonPepsi-andCoca-cola,peoplewillbebetterawareofthesignificanceofcolorpsychologyandpracticallyutilizethecolorpsychologyinmarketingandbranding.Allinall,Colorpsychologyiscloselyrelatedtoconsumerbehavior.Thereasonableapplicationofcolorpsychologyinmarketingandbrandingwillsurelyaffectconsumers’impressiononabrandandtheirpurchasingdesire.Forabetterapplicationofcolorpsychology,mucheffortsneedstobedonetoknowwhatcolorpsychologyisandhowtoapplycolorpsychology.Keywords:color,colorpsychology,marketingandbranding,consumerbehavior浅析色彩心理学在营销与品牌形象的应用--以可口可乐与百事可乐为例摘要随着经济全球化的影响，各行各业之间的竞争越来越激烈。近几年来，各企业为了在商业市场上生存，对其品牌形象的营销策略环节也越来越重视。色彩是商品最显著的外部特征，在市场营销中有着巨大的影响力。首先，色彩能在一定程度上影响人们的消费行为。而且，色彩的应用与其产品的匹配度越高，越能促进消费者的消费欲望。不仅如此，企业还能通过色彩的选择来展现其品牌形象，引起与消费者之间的共鸣以提高消费者对品牌的认知度。因此，在当今这个以消费者为中心的市场上，越来越多的企业选择运用色彩心理学促进其自身的发展以及提高自身的市场竞争力。该论文旨在分析色彩心理学在营销与树立品牌形象中的重要性。并且通过比较分析法，文献分析法和归纳法来分析色彩的深层涵义以及百事可乐和可口可乐对色彩心理学的实际应用，帮助人们更好地了解色彩心理学以及如何具体应用色彩心理学。总而言之，色彩心理学与人们的消费行为有着紧密的联系。正确的使用色彩心理学可以影响消费者对品牌的印象，甚至能刺激消费者的购买欲望。为了更好地应用色彩心理学，企业家们需更深入了解什么是色彩心理学以及如何应用色彩心理学。关键词：色彩；色彩心理学；营销；品牌形象；消费者行为ContentsAbstract Ⅰ摘要 ⅡIntroduction 11ColorsandColorPsychology 21.1Colors 21.1.1ColorPerception 21.1.2ClassificationofColors 21.1.3SymbolicMeaningsofColors 31.2ColorPsychology 51.2.1DefinitionofColorPsychology 51.2.2CurrentSituationofColorPsychology 51.2.3ProblemsofColorPsychology 52PracticalDecisionsaboutColorsinMarketingandBranding 72.1ConsiderationofColorsCo-ordination 72.2AppropriatenessforBrandVisualization 82.3ConsiderationofCustomers’requirements 82.4AdequatePredictionforColorTrend 93ACaseStudyofCoca-andPepsi-cola’sColorPsychology 103.1ComparableMarketPositionofCoca-andPepsi-cola 103.2Coca-cola’sandPepsi-cola’sBrandVisualization 113.3Coca-cola’sProgressofColorSelection 123.4Pepsi-cola’sProgressofColorSelection 123.5ColorsAppliedtoCoca-andPepsi-colainMarketing 123.6ImpactofCoca-colaandPepsi-cola’sColorSelection 133.7Conclusion 144SignificanceofColorPsychologyinMarketingandBranding 154.1EstablishmentofBrandImage 154.2ImprovementofProductsRecognition 154.3PromotionofConsumerAction 15Conclusion 17References 18Acknowledgments 20PAGE8IntroductionAsoneofthemosteffectivewaystotriggerwidespreadattentionofconsumers,colorpsychologyisbeneficialtomarketingandbranding.Therearedifferentconnotationsbehindcolors.Tobringcolorsintofullplay,onlywhencolorsareselectedinareasonableandchoosywaycantheyreallybenefitbrands,eventuallypavingthewayforselling.Thefirststepistounderstandthefurtherunderlyingofcolors.Next,colorcoordinationshouldbetakenintoaccount,whichcanprobablycreateanatmosphereofvisualenjoymentforcustomers.Inaddition,colorpreferencesvarywiththedifferencesofage,gender,andculture,ethnicityaswellasnationality,sothepriorityshouldbegiventoconsiderallthefactorsthatcanaffectcolorpreferences.Finally,whichisnottodenythatthetrendoffashionablecolorshastheiradvantagesinattractingpeople’sattention.Thus,effortsshouldbedonetoinvestigatethefashionablecolors.Notonlycanitfosteritsuniquebrandimage,butalsoitcanimproveitsimpactandcore-competitivenessoncommoditymarket,ifacompanymakesasensibleandchoosydecisioninselectingaresonatedcolor.Therefore,asthevalueandevennecessityofcolorpsychologyisstillblurry,thefollowingistheconcreteanalysisofcolorpsychologyinmarketingandbranding,includingtheexplanationofcolorpsychology,thepracticalwaystochoosecolors,thespecificcaseanalysisaboutcolorpsychologyandthesignificanceofcolorpsychology.1ColorandColorPsychology1.1ColorsColorsfilterhumanity’sperceptionoftheworldandalterpeople’srelationshipwiththeirsurroundings(Rose,R.2009).Asasubtlebutpowerfulmedium,colorscanaffecthumanperception,psychologyandpreference.Whenappliedskillfullyandintentionally,colorsarethevaluablecommunicationtoolinmarketingandbranding.1.1.1ColorPerceptionUnlikemostanimals,whichseeonlyshadesofgray,humansareabletoperceivecolorssincetheywereborn.Whyhumanscatchsightofcolorsisthatcolorisactuallyavisualeffectonlightproducedbydifferentnarrowrangeofelectromagneticwaves,andcolorscanbereflectedtoournakedeyesforthestimulationofelectromagneticradiation,combinedwiththediscoveryofSocratesandNewton.Therearealsosomecasesarguethatcolorsarenotperceivedbyeyes.Oneresearcherfoundthatblindsubjectsreactedtocoloredroomsjustasseeingsubjectsdid(Rose,R.2009).Nomatterhowthecolorisperceived,thereisnodoubtthatcolorsaffecthumans’brain,tosomeextentchangingpeople’sbehaviors.1.1.2ClassificationofColorsThecolorclassificationofNewtonMichaelstillexertsapositiveinfluencetoday.Thecolorspectrumhehadarrivedatisakintothecolorspectrumofarainbow.Accordingtotheabovementioned,thelightisradiantbutavisibleenergyofelectromagneticwavemotion,whichmovesthroughspaceatanincrediblespeedof186,000milespersecond.LikeX-raysorradiosignals,itistransmittedthroughelectricvibrationsandmagneticfields,ofcourse,atdifferentfrequencies.Therefore,Colorcanbeclassifiedintothreedimensionsnamelyprimarycolors,secondarycolorsandtertiarycolors.Primarycolors:Red,blueandyellowareconsideredtheprimarycolorsbecausetheyarepurecolors,whicharebeyondproductionbymixingothercolors.Sinceanycolorcanbemixedbythesethreecolorsindifferentproportions,thesearerightlyidentifiedasprimarycolors.Secondarycolors:Twoprimarycolorsmixedtogetherinequalpartsaresecondarycolors.Theyaregreen,purpleandorange.Greenismixedbyblueandyellow.Purpleisacombinationofblueandred.Orangeismadebymixingyellowandredtogether.Tertiarycolors:Mixingaprimarycolorandasecondarycolorinequalproportionformstertiarycolors.Essentially,primarycolorsarefeaturedingreateramountsthananotherinamixtureofcolor.Therefore,therearesixmajortertiarycolorswithmanyvariationsoneach.Thesesixare:Vermilion(orangecombinedwithred),magenta(redcombinedwithpurple),violet(purplecombinedwithblue),teal(bluecombinedwithgreen),chartreuse(greencombinedwithyellow),andamber(yellowcombinedwithorange).Aswiththeothertwocategories,theexactcolorswillchangedependingonwhichsetofprimarycolorsyouapproach.Blackandwhitearespecialcolors,notbelongingtothethreedimensionsmentionedabove.Therefore,thesetwocolorscan’tbemadethroughtraditionalmeans.Thereisnodoubtthatcolorsintheworldarefascinatingwithmanyhiddendepthsyettobediscovered.Throughunderstandingprimarycolors,secondarycolorsandtertiarycolors,itisnotincomprehensibleatalltosaythattherearehundredsofcolorsintheworld.1.1.3SymbolicMeaningofColorsColorsarethesubtlebutpervasivelyinfluentialelementsinmarketingandbranding(Rose,R.2009),soitisworthwhilethatacompanyinvestigatetheprofoundmeaningsofcolors,orthedamagedonetothebrandimagewillbeimmeasurable.ThereareeightfundamentalcolorswhichareofgreatimportanceinthecolorclassificationofNewtonMichael.Theyarered,blue,yellow,green,purple,orange,blackandwhite.Allofthemhavetheirownconnotations.Red-Itcreatesasenseofurgency,excitementandpassion,whichcanphysicallystimulatethebodyraisedbloodpressureandheartrate.Generally,salesignsandclearancesignsareredbecauseprofessorAndrewElliotfoundthatpeoplereactfasterandmoreforcefullywhentheyseered,soretailersusethisinformationtograbacustomer’sattentionwithredsignsandcuethemtotakeactionbymakingapurchase.Blue-Itisassociatedwithasenseofsecurity,reliabilityandprofessionalism.Fromestablishedcorporationstofledglingstart-ups,companiesuseblueastheprimarycolorintheirlogostoshowperspectiveandcurrentcustomerstheirlevelofcompetence,suchasFacebook,HP,DellandIBM.Green-Itbringstomindhealth,freshnessandnature.Inthefoodindustry,greenreflectsnaturalfoodandhealthychoices.Brightgreenisusedtoexpressthehealthandfreshnessofaneatery,darkgreenrepresentstherusticnatureofacoffee,suchasStarbucks,aswellasspicecompanyandsoftgreendemonstrateswell-beingandfriendlinessforadeliverybusiness.Withanincreasingglobalinterestinhealthandenvironmentalprotection,itiscommontoseegreenusedinbeauty,cosmeticandmedicalbusinesses,likeInnisfree.Inthesefieldsgreenmakescustomersknowthatyourproductscomefromnaturalsourcesorthattheycanhelpconnectyouwithnature.Purple-Itisusuallyassociatedwithcreativity,imagination,wisdom,andrespect.Itisprominentinareassuchasfashion,interiordesign,andjewelryaswellasinindustriessuchasmarketingandcreativeagencies.Forexample,BenQisagloballeaderindigitalfashiontechnology,whichappliespurpleinitslogoforthesakeofexpressingitscreativity,imaginationandwisdom.Orange-Orangeisafun,dynamiccolorthattendstoelicitstrongreactions.Acloserelativeofred,orangeseemstosparkstrongercontroversythananyothercolors.Thereisusuallyastrongpositiveorstrongnegativeassociation.Forinstance,theGatoradelogo,connectedwithathleticsandfitness,isanexampleofanorangelogothatpromotesactivityandenergy.Yellow-Ittriggerspassionbecauseofitsconnectiontothesun,anditcanalsotriggerhappiness.Yellowisbrightenoughtograbpeople’sattention.Manywell-knowncompanieshavealogoinyellow.TheyareLay’s,McDonald’s,SonicDrive-Inandsoon.Black-Blackisassociatedwithauthority,sophistication,simplicity,elegance,andmodernity.Manyfiguresinpositionsofpowerorauthority,suchasjudges,membersoftheclergy,andlawyersoftenputonblackgarmentswhileperformingtheirduty.Inaddition,ChanelandGiorgioArmani,bothluxurybrands,applyblackintheirlogostoshowtheireleganceandfashion.White-Purity,cleanlinessandsafetyaretheconnotationofwhite.Hence,whenacompanychoosewhiteinbranding,itaimstotellpeoplethatthereisnothingtohide(Shutterstock,2016).1.2ColorPsychology1.2.1DefinitionofColorPsychologyThepsychologyofcolorasitrelatestopersuasionisoneofthemostinterestingaspectsofmarketing.Colorpsychologyisthestudyofhowcolorsaffectcustomers’perceptionsandbehaviors(Gregory,C,2019).Generally,therearethreetypesofcustomersinconsumermarketwhichareimpulsivetype,traditionaltypeandbudgettype.Therefore,colorpsychologycanbeflexiblyappliedinmarketingandbranding,makingsurethatitcanimpressandpersuadeconsumerstoengageinconsumption.1.2.2CurrentSituationofColorPsychologyAstheeconomyquickensitsspace,commodityhomogeneityisanincreasinglyseriousproblem.Recently,withtheaimofsurvivingincommoditymarket,theincreasingnumberofenterprisesdevotethemselvestoapplycolorpsychologyinmarketingandbrandingsothattheycandistinguishthemselvesfromothers.Withsuchmarketingmethod,enterprisespromotetheirproductssellbetter,maintainingtheircompetitivemarketposition.Besidesinthecommoditymarket,colorpsychologyisalsoappliedinconstructionindustry.Forexample,hospitalsorclassroomsareoftencoveredinwhitepaint,thereasonliesinthefactthatwhitemakespeoplefeelcalmandclean,sopatientsorstudentswillhavethehopeofbeingcuredandlearning.Itisnothardtoseethatcolorpsychologyiswidelyusednowadays.1.2.3ProblemsofColorPsychologyEventhoughcolorpsychologyiswidelyappliedinallwalksoflife,therearestillmanyproblems.Thefollowingistwokindsofproblemsencounteredeasilyintheapplicationofcolorpsychology.Thefirstobstacleisthatpeople’sfeelingaboutcolordependscruciallyonpersonalexperiences.Someresearchesrevealthatpersonalpreferences,experiences,upbringings,culturaldifferencesallcanaffectpeople’sinterpretationofcolors(Gregory,C,2019).Therefore,whenacompanyfailingtodoacompleteresearchontheconnotationofcolorswillsometimesleavenegativeeffectsonconsumers’minds.Forexample,redhastwomeanings,oneisexcitingandpassion,theotherisusedtoexpressdangerandurgency.Likeasignalthatvirusappearsontheweb.Besides,orangealsosignifiesaratherinterestingcontradiction.Orangecanencourageourattitudetobemoreenergeticandvivid,whileatthesametimecaninstillasenseofrestraint.Thus,withoutatabasicunderstandingofhowthecolorswork,theseconflictedcolorsmayleadtounclearmessages.Thesecondproblemisthatthechoiceofcolorisinconsistentwiththecompany’sbrandVisualization.Therelationshipbetweenbrandsandcolorshingesontheperceivedappropriatenessofthecolorbeingusedfortheparticularbrand.Inotherwords:Doesthecolorfitwhat’sbeingsold?Purchasingintentisgreatlyaffectedbycolorsduetotheireffectonhowabrandisperceived.Colorcanbeassociatedwiththebrandimage,ifitischosenproperly.Ifacompanymakesanarbitrarydecisiononcolorselection,negativeeffectswillbeasplainasdayimposedonbrandimage.Therefore,itisquiteimportanttolearnandconsiderhowtochoosearightcolortomarketing.Theeffectiveapplicationofcolorpsychologyboastsaboundingbenefits.2PracticalDecisionsaboutColorsinMarketingandBrandingAsmentionedabove,acompanyshouldpaymoreattentiontoapplycolorpsychologyinmarketingandbranding,sothefollowingisthepracticalwaystochoosetheevocativecolors.Theyareconsiderationofcolorco-ordination,appropriatenessforbrandvision,considerationofcustomers’requirements,andadequatepredictionforcolortrend.2.1ConsiderationofColorCo-ordinationInacolorfulworld,consideringcolorco-ordinationisthefirstvitalthing.Thecombinationyouselecttellsastory,andyouwantthatstorytoreflectwhoyouareasabrandwhileresonatingwithyourtargetaudience.Twocolorsmatching,whichhasstronghierarchyandvisualjumpingeffects,iscommonlyusedbymanybrands(ChenMei,2013,p.36).Forinstance,Spriteisagreatexampleofcompanyusingthecolorcombinationofgreenandyellow,andgreenaccountsforalargerproportionthanyellowinitslogowhichnotonlyformingastrongvisualimpactbutalsoevokingfeelingsofyouth,nature,andcheerfulness.Besides,Facebook,asthelargestsocialwebsiteintheworldwiththemostprofessionalsocialplatformandphotosharingfeature,isanotherexampleofcompanyusingthecolorcombinationofblueandwhite.Thisnavyblueandwhitecomboisadefinitecrowdpleaser,communicatingfeelingsoftrustandtranquility.Creatingalogowiththiscombinationensuresconsumerstotrustandrelyonit.Multiplecolormatchingcaneitherachievevisualrichnessorvisualchaos(ChenMei,2013,p.36).Inordertoavoidchaoticeffects,consideringtheproportionofcolorsisofgreatsignificance.LikeFanta,itcombinesgreenandorangewithblue.ThecombinationofthesethreecolorsinFantaisavisualenjoymentratherthanvisualchaosbecausethesethreecolorsoccupydifferentproportioninthelogo.Besides,itisworthnotingthatthepurposeofmultiplecolormatchingisnotthenumberofcolorsbutthewaytomakethematchingsuccessfullyshowasenseofrefresh,passion,orromance.Certainly,usingonecolortobeabrandcolorcanalsoimpresspeople,especiallybrightcolorssuchasred,orange,yellow(ChenMei,2013,p.36).However,therearetwodefectswhenapplyingonecolorinbranding.Foronething,ifotherbrandsusethesamecolorasitsbrandcolor,itwillseverelydamagetotheimageofformalbrand.Foranother,duetovariousconnotationofcolors,singlecolorcanbeperceiveddifferentmeanings.Therefore,usingonecolormatchingrequiresthoroughconsideration.2.2AppropriatenessforBrandVisualizationColorsplayavitalroleinbuildingbrandidentity.Oncolorselectionofacompanyimage,thebrandconceptandcharacteristicsshouldbetakenintoaccount.Thereisasevensecondstheorystatedthatconsumerswilldecidewithinsevensecondswhetherornottheywanttopurchaseproducts.Colormarketingisoneofthebestwaystocapturecustomers’attentions.InnisfreeisacosmeticbrandinKoreawiththecharacteristicsofnature,healthandbriefness.Greenwiththeconnotationofhealth,freshnessandserenityisselectedtobeitsbrandcolor,whichisquiteconformedtoitsbrandconcept.Whenconsumerswanttobuysomethinghealthy,productsingreenpackingwillbemorelikelypurchasedbyconsumers.Onthecontrary,ifInnisfreechoosesblackasitsbrandcolor,eventhoughitsproductsarenaturalandhealthy,accordingtotheseven-secondstheory,peoplewilllikelylosethedesiretobuythoseproducts.Therefore,thedecisionaboutcolorsshouldbeappropriatetobrandvision.2.3ConsiderationofCustomers’requirementsAsamatteroffact,consumers’behaviorsarelargelyvisuallyinfluenced.OneofthemostinterestingexaminationsofcolorpsychologyinrelationtogenderisJoeHallock’sworkon“colorAssignment”(Gregory,C,2019).Hisdatashowthatgenderdifferencestendtoleadtodifferentcolorpreferences.Anotherofhisresearchoncolorperceptionandcolorpreferencesindicatesthatwhenitcomestoshades,tints,andhues,mengenerallyprefershadesofcolorswhilewomenprefertintsofcolors.Moreover,menweremorelikelytoselectdarkcolorsastheirfavorites,whereaswomenaremorereceptivetolightcolors.Besides,peoplehavevariouscolorpreferencesindifferentages.Children,likeadults,aresensitivetocolordifferences.Theycanreacttocolorsonaphysicallevel.AccordingtoastudyattheSurreyBabyLabstated,youngchildrendopreferbrightercolors.Theystareatblue,red,purpleororangeforlongerperiodsoftimethanbrownduringtheirstudying,showingthatchildrenpreferbrightcolorstodarkcolors.AnotherresearchatCornellUniversityfoundthatchildrenaremoreeasilyattractedbymultiplecolors.Today,kidsgenerallyhavemoremoneyattheirdisposal.Thus,abrandtargetingyoungbuyersorspecializingintheproductionofinfantproductsshoulddevoteitselftoconsiderbrightercolorsorvarietyofcolorsasitsbrandcolor.Inaddition,culture,ethnicityandnationalityarealsothekeyfactorstoconsider.Astudyofinternationalcolorconnotationsrevealedthattherearevirtuallynouniversals(Rose,R.2009).However,entrepreneursshouldthoroughlyresearchtheirpalettechoicestoavoidoffensiveorconfusingcolorsorcombination.Forexample,inAmerica,thereareslightcolorpreferencevariationsamongethnicgroups.Asians,blacks,Hispanics,andwhiteslikeblue(Rose,R.2009).Besides,purpleisslightlymorewelcomedamongblacksandHispanics,whileAsianspreferpink(Rose,R.2009).Tosumup,oneofthefunctionsofcolorpsychologyismarketing.Drivenbythisfunction,abrandselectingcolorswhichconfirmtargetconsumers’preferentialcolorswilllikelygainagoodresultonitssaleswhichisattributedtoconsumers’approach-avoidancebehaviorsstimulatedbycolors.2.4AdequatePredictionforColorTrendColoristhemostdistinctexternalfeatureofgoods,whichdeterminestheproduct’simpressionintheconsumers’brain.Intheageofproducthomogeneity,tosurviveandthrive,companiesshouldlearntomakearationaldecisionwhenitcomestoselectabrandcolor.Assayinggoes,thinktwicebeforemakeanorder.Popularcolorsarespecialcolorswithhighlyefficientrecognitioninconsumermarket.OnthebasisofFashionsnoops,foreignauthorities,statesthatoneormorepopularcolorsappeareveryyear.Likein2017,themostpopularcolorispurple.Therefore,beforeanewbrandoranewproductlaunching,acompanycandosomeresearchonthetrendofpopularcolorsforbetterstimulatingconsumers’desiretobuy.However,colortrendscanalsobeembarrassedresponsestoearlierfads(Rose,R.2009).Sometimes,fashionablecolorsmaybearepulsionratherthanattractionbecauseusuallyittakestimeforpeopletoacceptafashionablecolor.Allinall,colorswiththerolesofcommunication,identificationandsymbolismcannotonlyshapebrandpersonalityorpromotebrandimage,butalsopromotetheprogressofmarketing.Thechoiceofcolorsshouldnotbemadeonawhim.

3ACaseStudyofCoca-andPepsi-cola’sColorPsychologyThefollowingsaretheexamplesoftheapplicationofcolorpsychologyinCoca-andPepsi-cola.Theimpactofthesetwocompanies’choiceofcolorontheirbrandwillbethenextanalysis.3.1ComparableMarketPositionofCoca-andPepsi-colaTheCoca-colacompany(KO)andPepsi-colacompany(PEP)aretwoofthepremierglobalconsumerbrands.Bothcompanieshavebeenaroundformorethanonehundredyearsandsellbillionsofproductsannually.AccordingtotheNewYorkStockExchange(NYSE)andNASDAQ,thehistogramsshowtheincomestatementofCoca-colaCoandPepsi-colaCorespectively.PEPgeneratedmorerevenuethanKOfrom2016to2019.KOisprimarilyabeveragebusiness,butPEPgeneratesaroundhalfofitssalesfromfoodbrandssuchasDoritos,FritoLayandQuakerFoods.Intermsofprofitmarginfrom2016to2019,PEPhasproducedconsistentnetprofitmarginsofaround11%inaverage,whileKOmarginshavebeeninthe15%inaverageforthepastfouryears.Inaddition,accordingtothe2019editionofKantar'sBrandFootprintreport,Coca-ColaremainsthemostchosenFMCGbrandintheworld.Accordingtothereport,whichmeasureshowoftenconsumerschooseanitemfromaparticularbrand,Coca-Cola’sproductswerepickedfromtheshelves5.97billiontimesin2018,reachingmorethan40percentofhouseholdsaroundtheworld.WhilePEPhasestablisheditselfasthesecondmostpopularsoftdrinkcompany.3.2Coca-colaandPepsi-cola’sBrandVisualization“Weareheretorefreshtheworldandmakeadifference”iscoca-cola’scommitmenttoapositivechangeintheworld.Itaimstoconstantlyinspirepeopletostayoptimisticandmakepeople’slifebetter.AstheCoca-Colacompany'sbiggestcompetitor,Pepsihasfacedtwicebankruptcies.Butitnevergaveup.ThebrandVisualizationofPepsiis“Desireforunlimited”,advocatingyoungpeopletoliveinapositiveattitudeandencouragingthempursuittheirdreamssinceinfiniteopportunitiesandidealswillbealwaysaroundthem.Allinall,thenewgenerationsarePepsi’stargetconsumers.What’smore,theyounggenerationsunderstandandwidelyacceptthebrandconceptofPepsi-cola--“JoyandFreedom”.SuchanactivestylealsoexplainswhyPepsi-colafromsimplepackagingtosportypackagingallfeaturesadynamicandcheerfulfeeling.3.3Coca-cola’sProgressofColorSelectionActually,atthebeginning,Coca-colaselectedgreenasitsbrandcolorratherthanred.InMay4th,1886,Coca-colaCompanyinventedadrinkthatwouldhelpmanypeoplesupplementtheirnutrition,refreshandrelieveheadaches.Therefore,coca-colawasinitiallysoldasmedicine.That’sthereasonwhyitwouldchoosethelogoandpackingwithgreen.However,coca-colawassoldinlargebarrelsassimilatingwiththesellingformofalcoholatthattime.Sellingalcoholneededtobetaxbutsoftdrinkslikecokedidnotneedto.Therefore,Coca-coladecidedtochangefromgreentored.Therearetworeasonsforsuchadecision.Firstly,underthebackgroundofthattime,toavoidpayingtaxes,coca-colaneededtobedistinguisheditselfoutofotherwinebarrels.Secondly,positivityandenergyaretheVisualizationofcoca-cola.Inordertomakeconsumersfeelitsenergy,Coca-colafinallychoseredasitsbrand’smaincolorandremainsinusetoday.Thirdly,Coca-colainredpackagingislookedlikefirehydrantwhichsymbolizesCoca-colacanquenchone'sthirstlikeafirehydrant.3.4Pepsi’sProgressofColorSelectionPepsi-colaalsochoseredasitsbrandcoloratthebeginning,whichlookedquitesimilarwithCoca-cola.Afterwards,Pepsicompanyemployedtheeccentricdesigner,PeterArnelltohelpitcreateanewspeciallogowithsecretoccultmeanings.Then,PeterArnelldesignedalogocontainingcirclewiththetophalfisred,thebottomhalfisblueandawavywhitelinerunsthroughthecenter.Red,whiteandbluecolorshavealwaysrepresentedtheAmericanflag.Besides,thenewspecialdesignrepresentsmagicalsecretssuchastheearth’smagneticfield,geomancy,Pythagoreangeodynamics,thetheoryofrelativityandthegoldenratio.Notonlydoesthelogochangealot,butalsothemaincolorofPepsi.Pepsichangesfromredtoblue.Tosumup,therearetworeasonsforPepsi’changes.OneistodifferentiateitselffromCoca-cola.Secondistoutilizebluetoshowitsbrandimage,tomakepeoplefeelmorevitalityandfreshness.3.5HYPERLINKColorsAppliedtoCoca-andPepsi-colainmarketing Nowadays,Coca-colaandPepsi-colahavealreadywidelyappliedtheirbrandcolorsinlogo,products,packaging,advertisingandsoon.