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颜色是品牌战略中不可或缺的一部分，它不仅仅是装饰，而是品牌的脸面。我发现，一个品牌的配色往往比logo更能深入人心，成为用户识别品牌的重要资产。在品牌创建过程中，选择合适的配色至关重要，它需要与品牌定位、品牌人格相契合。我强调，品牌配色并非简单的审美选择，而是一种战略性的决策，它需要考虑到品牌的气质、情绪以及实际应用场景的适配性。我建议，在进行品牌配色时，要避免常见的误区，如主色即全部、盲目追随流行趋势等，而应构建一个可持续的品牌用色策略，通过三层结构（主色、强调色、中性色）和三步判断（构建色彩语意图谱、竞品色谱对比、多场景模拟测试）来打造独特的品牌色彩系统。
Deep Dive
This chapter uses Tropicana's rebranding failure as a prime example of why established brands shouldn't change their colors lightly. It emphasizes the importance of color in brand recognition and consumer perception, highlighting how Tropicana's change led to a significant sales drop.
- Tropicana's 2009 rebranding led to a 20% sales drop in two months, estimated at $30 million.
- The removal of the orange and straw imagery from the packaging was a critical mistake, erasing a key brand asset.
- Color plays a crucial role in brand recognition, sometimes even more so than the logo itself.
Shownotes Transcript