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C Story / Zhoe Zhang

Speak Out Loud

Through Color

HOW COLOR TURNS COFFEE TASTE TO VISUAL

A bstract art pioneer Wassily Kandinsky once A mention of some well-known coffee brands and colors

will pop into your mind. Starbucks is green, Tim Hortons
said, “Color is a power which directly influ-
ences the soul.” In real life, color does have
the connection between the two. The most familiar exam-
the power to trigger people’s feelings and is red, and Luckin is blue. Some brands even try to deepen
thoughts. Research published by The University of Win- ple is Blue Bottle. It only focuses on three: Blue Bottle blue,
nipeg on marketing decisions shows that around 60% – 90% Fog gray, and blond wood. According to their official
of people’s appraisal is driven exclusively by colors. Color website, blue represents the San Francisco Bay Area; gray
speaks a language that cannot be replaced by words, com- delivers the swirling fog melancholy; while the wood col-
municates with consumers on an emotional level, and in- or tries to mimic the sense of history. The Blue Bottle
fluences people’s perceptions on a brand. It is a powerful palette is coherently reflected in their cafe design, their
tool widely used in marketing. And this rule applies to the website and even their coffee mugs, as they claimed: “the
coffee business as well. Color and coffee are inseparable. right color makes the coffee taste better”.

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