Color Matters


Do you see the dress as blue and black, or white and gold? I was lucky enough to see it both ways on the same iPhone sitting in the same place by just adjusting the angle of the phone. One way, it’s clearly blue and black, from a different angle, definitely white and gold. You may have also read multiple explanations; science teachers everywhere are incorporating the reasons in their classrooms. At the end of the day, the color of the dress doesn’t really matter; but brand colors and the perception of color does matter, in fact, quite a lot.

The blue Tiffany box, McDonald’s Golden Arches, UPS brown; these colors are uniquely tied to their brands. As one of the strongest emotional triggers, color is extremely impactful. Compare the bright and friendly colors of Dunkin Donuts to the more sophisticated Starbucks green; or the multiple color logo of Microsoft to the evolution of Apple’s logo to its now iconic white and black. These colors and the success of their brands have taught us what to think and expect from the brand. All companies need to own their primary color palette and be sure it is expressing the correct attributes. Carefully consider how you want to be perceived in the marketplace; the psychology of color is real and unavoidable.

Back to the dress, if you see it as white and gold, perhaps your psyche is telling you it is a sophisticated, fresh, clean, valuable, traditional and more luxurious item. If you see it as blue and black, your subconscious may feel it is a bit more fun, with a hint of mystery and drama. You may even perceive it as less expensive. Seeing the dress on, in context, would give you even more clues and may even change your perception. In other words, color is what the one displaying it makes of it. After all, T-Mobile owns its own special shade of pink, and we don’t think any less of it.