"Brat" and The Power of Color in Marketing

In the dynamic world of marketing, it's not just the product that captivates us, but the entire sensory experience. One powerful tool in any marketer's arsenal is color theory.

The cool thing about this concept is that you don’t have to be an expert marketer to understand the psychology behind colors. The human brain subconsciously does that part for you, which makes this concept so powerful for marketers wanting to connect to their audience. 

By strategically using colors, brands can evoke emotions, build a cohesive identity, and create memorable visual experiences that resonate with their audience. 

As someone new to marketing, I’m always observing and analyzing. Lately, I’ve been into Charli XCX and Olivia Rodrigo with their bold statements enhanced by color theory. 

💚 Charli XCX and the Electric Green of "Brat Summer" 💚

If you’ve been anywhere on the internet lately, you may have found it hard to escape “#Brat Summer”. With a color as eye-catching as the shade of green Charli and her team chose it’s hard to miss it even if you try (which is #8ace00 by the way, do with that information what you will)

And I think that’s a major part of why ‘Brat’ has been taking over the summer. Not only is it a color that is rarely used, but it sticks out like a sore thumb. 

I know that if I saw that exact same shade of green without seeing the words “Brat” or “Charli XCX” alongside it, I would still know who the piece of content is in reference to, which is definitely a major goal for many brands. 

💜 Olivia Rodrigo and the Emotive Power of Purple 💜

On the other hand, Olivia Rodrigo has embraced purple in her branding, particularly with her debut album "SOUR."

Purple is often linked with creativity, introspection, and a touch of melancholy—emotions that are deeply woven into Olivia's music.

By consistently using purple, she creates a cohesive and emotionally charged visual narrative that enhances her storytelling and connects with fans on a deeper level.

📈 Why This Matters for Marketing 📈

Color theory's influence extends beyond promoting individual artists to also promoting entire brands.

By using color theory, your brand can make marketing seem like a personal experience rather than a lifeless execution. As seen with Charli XCX and Olivia Rodrigo, using color theory can do the following for your brand:

1. Create An Emotional Connection: Colors evoke specific emotions and moods, helping brands to forge a deeper bond with their audience.

2. Enhance Brand Identity: Consistent use of color builds a recognizable brand, making it easier for audiences to identify and connect with the enterprise.

3. Promote Visual Cohesion: A well-thought-out color scheme ensures all visual elements—from album covers to social media posts—are unified and visually appealing.

As marketers and creatives, we can learn a lot from these artists. By understanding and leveraging color theory, we can have our own ‘Brat Summer’.