In a radical departure from tradition, Sherwin-Williams recently launched its first-ever “Loneliest Colour” campaign, focusing on Kingdom Gold, a colour that had previously been overlooked in the company’s colour pallet. This campaign, which differs from the typical celebration of the Colour of the Year, seeks to emphasise the beauty and promise of what is considered their least popular colour. Kingdom Gold, with its subdued yet rich tones that resemble yellow ochre and mustard, has a distinct depth due to its green undertones and strong saturation. Despite its unique appeal, Kingdom Gold has been one of the least coloured colours since Sherwin-Williams’ Colour of the Year programme began in 2011.
A Strategic Embrace of Colour Psychology
The decision to use Kingdom Gold is not a whimsy choice, but rather a calculated recognition of the power of colour in marketing. According to study, colour has a huge influence on customer behaviour, impacting everything from perceived flavour and product quality to willingness to pay. An amazing 75% of spontaneous purchase decisions are based only on colour, demonstrating the critical role colour plays in the consumer decision-making process.
The “Loneliest Colour” campaign takes these discoveries to heart, with the goal of not only changing people’s views of Kingdom Gold but also demonstrating the brand’s knowledge in colour psychology. Sherwin-Williams makes a statement about the changing landscape of consumer preferences and the importance of individuality in colour choice by selecting a colour that contradicts the minimalistic preferences of millennial-driven trends and more closely aligns with the vibrant, expressive tastes of Generation Z.
Colour Theory in Marketing
The theoretical foundations of the campaign are based on the intricate dynamics of colour psychology. Colours elicit various emotions and perceptions, which impact consumer behaviour. The use of Kingdom Gold, a colour that has historically been underutilised and unappreciated, serves as an example of how individual colours may influence brand image and customer engagement. Changing the shade or strength of a colour, as seen in the campaign, may substantially affect the brand’s image and appeal, making it look more aspirational, modern, and dynamic.
Furthermore, the cooperation with Dapper Dan, a designer recognised for his work promoting self-expression via clothes, emphasises the campaign’s emphasis on uniqueness and self-expression. This collaboration, which resulted in a capsule collection utilising Kingdom Gold and other complementing colours, not only demonstrates the hue’s adaptability, but it also coincides with the larger trend of more personalised and expressive colour choices in design and fashion.
Conclusion: A Colourful Future
Sherwin-Williams’ “Loneliest Colour” campaign marks a deliberate shift in how colours are sold and perceived in the business. By emphasising Kingdom Gold, the brand defies traditional understanding about colour popularity and usage, encouraging customers to discover and appreciate more distinctive and expressive colours. This approach not only represents a better grasp of colour psychology, but it also corresponds to the changing desires of a new generation of customers.
As we move forward, the consequences of our campaign will reach beyond the paint and design sectors. They represent a bigger change in marketing methods, in which understanding and harnessing the psychological influence of colours may provide businesses with a competitive advantage. In a society increasingly focused on personalisation and self-expression, the ability to harness the power of colour will be vital in engaging with customers on a deeper and more emotional level.
Source: https://corporate.sherwin-williams.com/media-center/press-releases.html
