02/05/2021
A communications marketing company lead by a fearless female lead wanted to rebrand her company. Pink was considered a fun colour they wanted to implement because the majority of their workforce was women.
We explored it deeply with the client. End result? A hard no.
Apart from this being a trend, it didn't make sense. We saw more and more marketing companies lead by females utilizing pink and we can't understand why.
When we dug a little deeper into their mission, vision, philanthropic contributions and their clientele they soon discovered it was a trend that would not make sense to their business long term.
But we started with this: What does pink mean?
Surveys in the United States and Europe report that pink is most associated with the following characteristics according to “Psychology of Color,” a book by Eva Heller.
Charm
Childhood
Femininity
Politeness
Romance
Sensitivity
Sweetness
Tenderness
“Pink, a delicate color that means sweet, nice, playful, cute, romantic, charming, feminine, and tenderness, is associated with bubble gum, flowers, babies, little girls, cotton candy, and sweetness,