![]() It is mentally soothing, creating positive emotions that can increase creativity. For example, people are more likely to be happier and spend more time shopping in green stores. Green is associated with things like money, nature, prosperity, health, and “go.” In most contexts, green is a positive restful, and approachable color. Green (even lime green) has mostly positive connotations in color psychology. Apple’s strategy is not just to be distinct from all “those other guys” but to provide an elevated psychological experience that is subjectively “better” and exclusive. Message color has become a social categorization tool used to recognize and classify others. Blue is more pleasing to read as it fights less with text, but that’s not the point. However, the point is that the color identifies a non-Mac IOS, not that it’s ugly.Īndroid green is the same color intensity as Apple blue. Why Blue and Green?Īpple could have used plenty of super-ugly colors (ochre comes to mind) or with worse contrast (red). Product affiliations become part of one’s social identity. We don’t ask what kind of computer you use we ask if you are a Mac person or a PC person with all the stereotypes that difference implies. They just need to remind people who’s “in” and who’s not. They are not part of the in-crowd–a group that’s so superior they don’t even have to be mean about it. It doesn’t matter what company is the biggest competitor because whoever they are, they are not Apple. If it is clear what Apple’s brand is, it is also clear what it is not. Apple is an outlaw–breaking the bonds of social convention through originality, creativity, and nonconformity. Things like screen resolution are what our rational brains use to “ rationalize” our decision to let our emotions loose and buy a new iPhone. Brand Archetypes and BelongingĪpple reinforces its archetype through voice, color, and values, not product attributes. Positive emotions shift the brand-consumer connection from one of utility to one that becomes integrated with identity, self-efficacy, and self-esteem. Positive emotions have all kinds of benefits psychologically and physiologically for the user and the brand. When something is easy to use, we feel smarter. Using them made sense to regular people thanks to the graphical user interface and the mouse. Whether intentional or not, Apple’s design decisions turned Apple computers into friends, from the Happy Mac icon to user-centric design. They sell the most human of things: membership in a community built on creativity and freedom–where authenticity and self-expression are empowered and celebrated. Starting with the iconic “1984” commercial, Apple has been drawing lines in the sand between them and everyone else. Order a new Apple product, and the high-quality packaging tells you something important and special is in the box. ![]() Drawing a Line in the SandĪpple has been a master of using symbols, like color, to establish emotional connections with consumers and reinforce its brand story. And like a not-so-secret handshake, when you text a friend, and it’s blue, they can tell you’re special too. The genius here is not the color of the messages but that Apple’s brand story shows at every turn and continually reminds us that they are different and special and, by extension, so are their customers. They have built their brand as much on the symbolic meaning of their products as on the technology. Some rule through success (Mercedes) or celebrate the hard-fought victories of warriors and heroes (Nike).Īpple is no different. All powerful brands rely on symbolic meaning drawing on universal and cultural archetypes that reflect social values. The Apple blue versus Android green messaging war isn’t about color. Master’s in Organization Development and Leadership.PhD in Organizational Development and Change.Neuropsychology Specialization Training Program. ![]()
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