A Color that’s Worth $80,000,000

A reader asked what shade of green I specified for the bank in the previous blog post. Before I answer that, here’s a story about a multi-million dollar color:

The right shade of blue can be worth $80 million – at least that’s what they say about Bing’s blue link color. Microsoft’s research team found that blue engaged people the most and they tested various shades of blue in user groups. First, they determined that their previous shade of blue (a paler hue) lacked confidence. Finally, they wound up with a shade of blue quite similar to the one used by Google. Based on user feedback, the team estimated the best blue color could generate $80 million to $90 million in ad sales.

By the way, you’ve probably been a guinea pig for Google’s analysis of the click-through rate of different link colors. Gmail’s users were randomly tested with 40 different link colors, ranging from “blue-with-greenish” to “blue-with-blue-ish.” Google discovered that blue-ish links encouraged more clicking than greenish. (Have you noticed that Gmail uses a slightly different shade of blue for its links than the main Google search page?)

My take on this is that HTML links were originally a similar shade of blue – a strong vivid blue with great contrast on a white background. Perhaps we're just hard-wired to click on blue. Is there really such a difference between #0044CC and #2200CC as to have a noticeable effect? What do you think? Also, aside from those blues, which color would make you click more?

This raises a provocative design question: Should the best color for links be a pure design decision made by someone with strong expertise in design, psychology, and human-computer interaction or should it be determined by an (unintentional) vote among users?

Back to the question about the specific shade of green for that bank: It was not a stodgy green, not a stereotypical banker’s green, NOT that overused green that is used for every eco call to action, and not pure RGB green #00FF00. It was a very special green that can’t be revealed due to confidentiality clauses for this project. However, it is worth noting that the logo design included a small color accent and that the new green created the right harmonious relationships. Always remember that colors never exist in isolation. It may be as simple as blue text on a white background, or pure green next to yellow on a dark green background.

In conclusion, do you think that green can be worth as much as that the blue link color? Consider the phenomenal success Heinz EZ Squirt Blastin' Green ketchup. More than 10 million bottles were sold in the first seven months following its introduction. The result: $23 million in sales - the highest sales increase in the brand's history.

But what about a specific shade of green? What if you could trademark “your green” and prevent others from using it? Would that be worth more than a billion dollars? Here’s an answer: BP, one of the world's largest energy companies, was denied a trademark for green. Here's why: Link

Busted! What is the color of trustworthy information?

Wikipedia just announced that they will allow a color-coding for text that has been declared untrustworthy. Orange will be used to highlight unreliable text, with more reliable text given a lighter shade. Text earns "trust" over time, and moves from orange to white.

It’s unfortunate that color myths - such as those presented by Benjamin Moore recently - had not been subjected to similar evaluation. For example, their recent “Color Associations” article claimed that:

1. Yellow is the most difficult color for the eye to process and see.
(Fact: Yellow and yellow-green have the highest visibility of all the colors. Just look at caution signs, fire trucks, and emergency rescue vehicles.)

2. Yellow aids digestion and stimulates circulation.

3. Blue is also known as anti-inflammatory, and can provide relief for insomnia and headaches.

So then, if I have severe gastro-intestinal distress, should I get a dose of blue to stop the inflammation or do I choose yellow to aid digestion?

This also raises a question about how to use a color for these cures. Are you supposed to stare at a piece of colored paper, drink a glass of colored liquid, bathe in colored light, or rush out and buy a gallon of paint for the walls? By the way, will a pastel version of the color work as fast as a deep dark shade?

Fortunately, Benjamin Moore decided to remove and review this article after reading Kelly Berg’s blog post, "Benjamin Moore, We Expect More from You." Cheers, Kelly!

Aside from this incident, we are unfortunately subjected to unreliable information from people who stand to make a lot of money from posing as professionals. As Kelly states, “We are not doctors, and we can’t go around prescribing paint colors for physical ailments. The psychology of color is far too complicated for that.”

In the meantime, if you want factual information about using color to transform your home into a place that feels good according to your needs (calm, stimulating, inspiring, etc.), see Color Matters for the Home. It’s an easy to follow guide that you can download it in seconds.

PS. I’m a great fan of Benjamin Moore paint and have specified their hues for many projects. They have the most glorious yellows!

Changing the Colors of GM's Logo

It was rumored that GM may consider changing the color of its logo from blue to green when it emerged from bankruptcy. Apparently, that’s not going to happen.

Too bad for GM! This could have been a classic case of brand transformation in the right direction. Yes, something as subtle as color can affect a consumers’ perception of a brand, a corporate image, business, and any product.

Any color change would have sent a message that the stodgy old GM products and attitudes were gone. (And blue - that GM blue - is as boring and unimaginative as many of the cars that GM expected we’d buy.)

Green would be perfect for several reasons:

1. It’s a change - and changing the color of a logo signals a big change.

2. Green delivers the powerful symbolism of eco-friendliness. Even though we’re gagging on the repetitious emphasis on "green" products today, the automotive industry and especially GM REALLY need to catch up. Philosophically, green sends the right message.

3. A green GM logo would draw attention to the company's greener product offerings such as the upcoming Chevrolet Volt and Cruze which is expected to get significantly higher mpg ratings than even the new Cobalt.

The only disadvantage might be the 1920’s racing superstition that green race cars are bad luck. The only real risk might be the association of green with money (US greenbacks) - the taxpayer’s money that was used for the bailouts.

One last thing: Brand continuity. It’s a change but not a huge shift. Blue and green are both cool colors. For that matter, green is blue’s neighbor on the color wheel. The trick is to find the right shade of green . . .and that’s where GM could have used a color consultant with an eye for nuances. Me!

Maybe they'll change their minds.

Where the Oceans Meet the Mountains

It’s green but it seems blue. Or does it? The Storm King Wavefield is a permanent installation by Maya Lin in Mountainville, N.Y. Seven parallel rows of rolling, swelling peaks on 11 acres were inspired by the forms of midocean waves but echo the mountains and hills around them. It’s made of natural materials: dirt and grass.

This evocative landscape of mountains and waves - greenness and blueness - raises a linguistic fact about color. Many languages do not have separate terms for blue and green. For example, Vietnamese, Thai, Korean, and Chinese have color terms that cover both. Also, the Japanese word for blue (ao) is used for colors that English speakers would refer to as green, such as the traffic light for “go.”

Sources
Storm King WaveField- Where the Oceans Meet the Mountains

Distinguishing blue from green in language