It is the color of champions; the color that 198 of the world’s best cyclists race for every July in the Tour de France. It is the color of the ‘maillot jaune’ - the ‘yellow jersey‘ – the ultimate prize in professional cycling. Cyclists dream of wearing this color and dread the prospect of losing it. It symbolizes power, tenacity, honor, and pride. It unites a team, a country, and even the world.
The yellow jersey is an excellent example of the psychological and emotional impact of color. Companies use color in many different ways to evoke a reaction and to solidify a brand in people’s minds. Whether it is Tiffany’s robin’s-egg blue box, UPS’ brown trucks, Coke’s red cans, or the Tour de France’s yellow jersey, we immediately identify with these brands by their color. [Read more...]