If your corporate colors can be found on a box of kid’s cereal they are probably retail colors. If you are trying to capture the general retail market, that’s great. People see color every day in everything around them. Although we don’t always know it, the colors we see can affect our perception and decisions about a company or product. The Pantone Color Institute says it best, “In a competitive global marketplace, successful brands leverage color’s poignant power to differentiate and connect… When 80% of human experience is filtered through the eyes, we understand that the choice of color is critical.”
If you are using retail colors to sell to high-net-worth (HNW) or ultra-high-net-worth clients then you’re probably missing the mark. Retail colors may not resonate as well with consumers who expect a more sophisticated color experience such as those associated with most luxury brands. While we firmly believe in consistency of brand, we also know that no matter how consistent a brand is, certain retail elements are not going to align with the HNW market.
One way to stay within brand, yet provide flexibility for a different consumer segment, is to create a HNW (or essentially luxury) brand color palette that is developed from the overall retail colors. Using the original colors as a starting point, designers can create a more sophisticated palette within the same color range. After a new wealth palette is determined, consistency is still imperative. The retail side and wealth side of your firm may not trade, swap, borrow or steal colors from the other side. After all, silly rabbit, Trix are for kids.