Uses the colour personality you are considering.
Googles logo is a mix of primary colours that are in an grouped together to create the G shape. The Google logo has always been memorable and identifiable. The logo is known for its use of these primary colours and the arrangement of these colours. This logo is so effective as it has created their brand identity and is internationally recognised. The colour they have used is undoubtably a reason for their massive success as a search engine. Majority of sales are attributed by the colour choice of a brand alone, the aesthetic and appearance of a brand will be a big factor for the user to buy or use due to how they are physically/emotionally/ mentally drawn to the brand.
It is undeniable that a user will choose a more vibrant fun brand over a dull plain brand even if the product or service is less functional, especially if it is the first impression the user has(googles logo). Having primary colour in Googles branding was an extremely smart choice and tactic to represent its values. The colours portray a playful, friendly, fun and welcoming appearance. This use of colour phycology creates an emotional connection with the users, enhances their brand recognition and differentiates from competing brands.
Another effective form of their use of colour has been consistency, google has created branches of applications after their success with the search engine, all with a consistent colour scheme and similar logo. This consistency of colour palletes across different platforms creates a sense of professionalism which serves Google a positive image. Consistency can also guide design decisions, this also leaves room for growth, including photography using the colours, ads, website etc. A cohesive colour pallet can also create a trust between Google and its users, trust is a one of the most important emotions to create between users as they will continue to choose Google as their service over other competitors as it provides a connection which reflects positively on their brand
Is aimed specifically at your target user
Snapchat is an application that allows communication through photos. It is targeted towards young adults and has been a complete success, growing popular with the younger generation. It is recognised globally for their iconic ghost symbol. Snapchat designed its app to appeal to the younger people. It would give them their own space, their own platform, a chance to express themselves to a small group of peers without worrying about what anyone else might say. Now Snapchat has reported that 60% of its US-based users are between 13 and 24 years old, and more than 70% are 34 or younger.
The app is so effective to younger generations due to the increase in smart phones , almost 100% of teenagers and young adults own a smartphone, this is a massive factor for the success of Snapchat. The app is also extremely convenient as all you need to do is take a picture and hit send, the accessibility on the app is extremely easy and usable.
Snapchat increased engagement as people rather things that are graphic, the whole purpose of Snapchat is to “take a snap” and send it to friends, this visual aid often creates engagement as it is a unique form of text based systems. Humans can also process graphics quicker than words, therefore it is a great way to communicate as you can say more in a picture than a short status
Snapchat is great at responding to their users and introducing features that they know their users will enjoy. They use a really positive and chirpy tone of voice that really creates a relationship between them and their users, Snapchat personalises the app based on the user, when it is your birthday the app changes its icons and gives you a special birthday filter to use, this is so effective in attracting and maintaining its users. Snapchat also celebrates national holidays and sends a message to all their users wishing them a happy holiday. This personal touch Snapchat offers is a great tactic to achieving this success.
Is a direct competitor or in the financial sector
Monzo is a UK digital challenger bank that operates entirely through an app on your phone. It offers a full UK current account for personal and business customers, integrated savings accounts and personal loans. One thing Monzo has done well is brand personality, they have adopted a friendly and inclusive tone of voice, establishing a personal customer relationship, a touchpoint most competitors miss due to them being a professional and formal brand. Their witty friendly tone really distanced themselves from the corporate-speak associated with traditional banks.
Monzo has a unique personality compared to others, it is extremely inviting and isn’t just a “banking app”, providing a range of features on the app Monzo has brought something new to the banking industry. On top of their differential personality they also have signature bright coral MasterCard's. This is a great way of expanding word of mouth about Monzo, it is so eye-catching and interesting the chances of someone asking about what the card is is very high.