How brands are using colour to influence purchase decisions and change perceptions

Colour conveys emotion faster than words. The relationship between colour and brand identity must be carefully constructed but used well it can be a critical component in any branding toolkit.
Following the 2016 rebrand of NatWest, which saw the brand introduce a vibrant graphic identity alongside the return of its 1960s cube logo, the bank is looking at how it can “continue to build equity in the colour purple”, according to the brand’s CMO David Wheldon.
The colour not o