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How brands use colour psychology to reinforce their identities

A brand’s choice of colour is a fundamental element that reinforces both its personality and the qualities of the products and/or services it offers.

Some brands are so iconic that it is possible to identify them from just a single pantone colour without an accompanying logo. Others, including Cadbury, Barbie and UPS, have even gone so far as to trademark their defining shades. So why do brands place such importance on colour and what impact does it have on the way consumers perceive them?

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