How Cadbury Fought for Its Purple
TL;DR:
- Cadbury spent years in court to trademark its distinctive purple shade
- Their specific purple triggers memories and emotions tied to Cadbury products
- Colour choice goes beyond looks – it's about psychological connections with customers
- Using a colour consistently can make it valuable enough to defend legally
- Strategic colour choices become brand ambassadors for your values and personality
Cadbury's legal fight to trademark their purple shows how powerful colour can be in branding. That specific shade isn't just a visual choice – it's become part of how people recognise and remember the brand.
Why Colour Matters More Than You Think
Colours do more than make things look good. They trigger emotions and memories. Cadbury's purple doesn't just sit on packaging – it brings back thoughts of childhood treats, celebrations, and those little moments of luxury when you're doing the weekly shop.
This connection happens because our brains link colours to experiences. When you see that purple, your mind immediately knows it's Cadbury, even before you read the logo.
Picking Your Brand's Colour Strategy
Choosing a colour for your brand means picking something that will represent your values and personality for years to come. It's not about what's trendy right now – it's about what will help customers recognise you and feel the right emotions when they see your brand.
Building Recognition Over Time
The more consistently you use your chosen colour, the stronger that recognition becomes. Eventually, like Cadbury, that colour alone can represent your brand. This is why big brands protect their colours so fiercely – they're valuable assets.
When you're planning your brand colours, think about how different shades make you feel and whether they match what your brand stands for. The goal isn't just immediate impact – you're building a connection that should last.
FAQs
Why is colour strategy so important in branding?
Colour strategy matters because it builds recognition and influences how customers feel about your brand. It plants your brand in people's minds and creates emotional connections that go beyond just the product or service.
Can you actually trademark a colour?
Yes, but it's tough. You need to prove that people uniquely associate that colour with your brand and that it has meaning beyond just being a colour. That's exactly what Cadbury managed to do with their purple.
How do I choose the right colour for my brand?
Think about who your customers are and what emotions you want your brand to create. Look at what colours your competitors use and consider what works in your industry. Test different options with real customers to see what connects.
Jargon Buster
Brand Identity – All the visual bits that make your brand recognisable, like logos, fonts, and colours
Trademark – Legal protection for things like names, logos, and even colours that make your brand unique
Brand Personality – The human-like qualities people associate with your brand, which help create emotional connections
Wrap-up
Cadbury's purple battle shows how much a colour can be worth to a brand. This wasn't just about legal rights – it was about protecting the emotional connection between that colour and everything Cadbury represents.
For your brand, picking the right colour is one of the most powerful ways to connect with people and stand out. It's not just a shade – it's the foundation of how people will remember and feel about your brand.
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