Opel tekee erinomaisesti erottuvaa printtimainontaa. Tulos selvisi, kun Annalect teki värianalyysin marraskuun 2016 automainonnasta. Opelin käyttämä keltainen erottuu muista autonvalmistajista, jotka eivät käytä brändiväriään läheskään yhtä laajasti kuin Opel. Brändivärin käyttäminen on tärkeää, sillä se erottaa brändin kilpailijoista. Tutkimus on myös osoittanut, että brändiväri rakentaa brändin persoonaa ja yhdistää mielikuvat brändiin.
Opel with it’s yellow color differentiates itself from the other car brands. The result was evident when Annalect studied the color usage of car brands in press advertising. The most common colors in advertising were black, white and shades of grays. Other used colors were shades of red and blue.
It was surprising to find out that most of the car brands didn’t use almost at all their logo brand color in advertising in Finland.
“This is a surprising result. Colors connect cars to the brands. It is possible that most of the car advertising adds interest in buying a car but doesn’t drive sales directly towards your car brand”, says Annalect Finland’s Director of Data Science Antti Vassinen.
Opel’s decision to use a lot of its brand color in advertising is stunningly unique. Toyota with its red was the closest competitor in brand color usage but the volume wasn’t close to Opel’s.
Although Audi and Ford were really active press advertisers they didn’t use much of their brand colors. Ford’s blue was used almost exclusively in logo and Audi’s red was used even less.
Colors build brand personality
A number of studies have revealed that our brains prefer brands that are recognizable. Color is very important piece of the puzzle when considering brand recognization.
Research has shown that there is a strong connection between the use of color and customers’ perceptions of a brand’s personality. Although in western culture we can find universal meanings for colors it is shown in almost all academical studies that brand-color connection is far too strong to be overlooked.
Instead of trying to use universal meanings like red for excitement it is far more important to show brand’s personality. If you consider statement like “green means calm and healthy” the context is missing. Green color is linked to Jeep, a car company which is know for its rather large SUVs and Crossovers.
Besides color usage industry’s challenges might be deeper
In addition to color analysis we went through all car ad creatives in Finland in 2016. It seems that the visuals tell the same story as color analysis. Car brands doesn’t differentiate from another. If you cut out logos it’s really hard to tell which ad belongs to which brand.
In the most visuals car’s play the biggest part in ad. The typical case is to represent car from the front-view perpective with little angle. The strategy is the same for almost all car brands.
However it’s not necessary bad strategy. Opel uses traditional point of view in it’s advertising and it manages to draw interest by it’s solid use of color.
Still, it’s not exaggerated to claim that car industry could do better by differentiating its strategies in car advertising.
This is how we did the analysis
The analysis was made based on all the Finnish print ads in Annalect’s Database in November 2016.
Each ad ran through k-means clustering method. The method finds most common color value’s in picture. Because it’s very hard to find two pixels of exactly same color the method gather’s ranges of the most common colors. In this data visualization you can see five most common colors for each ad.