If you were building a new software brand and your creative agency pitched you on the idea of a different colour logo on every page, you’d fire them.

Yet, in consumer-packaged-goods, different colour logos on every pack is acceptable.

Well, I have a strong opinion about this and you can’t change my mind.

Today’s episode is all about colour in logos. I’m calling it

If you’re new here, welcome to supergoods. A weekly deep dive into marketing, consumer trends and industry insights for the fast-moving-consumer-goods world.

You brand needs consistency, not an identity crisis

Colour is not just about aesthetics. It’s a powerful tool for communication.

Our brains process colours faster than words or symbols. Our goal as marketers is to build our brands in the minds of people, not in powerpoint decks.

And this isn’t just me making stuff up, there are much smarter people than me who have studied this and proven the point. Jenni Romaniuk of the Ehrenberg Bass Institute specialises in this idea.

Here’s a quick summary of the science behind colour and brands - learnings from the Ehrenberg Bass Institute.