A brand’s choice of color is a fundamental element that reinforces both its personality and the qualities of the products and/or services it offers. Some brands are so iconic that it is possible to identify them from just a single Pantone color without an accompanying logo. Others, including Cadbury, Barbie, and UPS, have even gone so far as to trademark their defining shades. So why do brands place such importance on color and what impact does it have on the way consumers perceive them? Let’s look at some research and then some famous examples.