INSIGHTS COOL FINDS » Nonetheless, while it may be tempting to


replicate the color palette of a business you admire, don’t. Besides the moral implications of copying, doing so will hurt your brand’s ability to stand out and communicate what it represents. Taco Bell is unique among fast-food brands in using purple—two purples, in fact—as a default color. Perhaps because purple foods are few and far between, the color hasn’t been taken up by the restaurant sector. But by relying on dark and light purple in its branding, Taco Bell makes it apparent that it’s not like the other fast-food chains.


Don’t blindly follow trends. Following color trends—and other visual trends, for that matter—won’t help you stand out from the crowd. What’s more, using the buzziest colors in your palette will date it, just as avocado green and harvest gold appliances date a kitchen to the late 1960s/early 1970s. While palettes are often tweaked over time (FedEx’s purple and orange, for instance, were once bluer and redder in tone), a brand doesn’t want to have to change its palette frequently. For one thing, doing so undermines the credibility and messaging of the brand, suggesting that it doesn’t know what it wants to stand for. For another, not only is the process of modifying the palette expensive, but so is replacing a brand’s assets, from signage to social media logos to business cards. The cost of replacing avocado kitchen appliances pales in comparison! 


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