Aaahhh, the warmth and comfort of Starbucks coffee. Venti non-fat white mocha no whip? Yes, please. Every Starbucks you walk in to has its own aroma, unique baristas, accommodating layouts depending on its location, etc...But one thing all Starbucks have in common are its soothing hues of browns and greens. Painted on its walls, depicted in its furniture and of course on its signature, distinctive coffee cups.
The feelings you feel when you walk in to a Starbucks aren't there by accident. Aside from the comforting smells, subconsciously you feel at ease surrounded by light brown hues painted on the walls accented by its cups. Brown conveys comfort and reliability. We all feel comforted by the first sip of coffee in the morning and with a Starbucks on every street corner, society can always rely on its foaming lattes and bold brews.
The green circle surrounding Starbucks "coffee goddess" suggests tranquility, growth, freshness and renewal. Starbucks prides itself on its organic coffee, recycled cups and re-usable to go products; so naturally green is an ideal color to convey its ideals of renewal and vitality for the Earth.
This color scheme is effective to me because I often feel at ease and comforted when sitting with a cup of Starbucks coffee studying for exams. Granted it's a luxury item with higher priced coffee than it's competitors McDonald's and Dunkin Donuts, but it is a luxury I will always be able to spare five dollars to enjoy.
Yes- Starbucks' marketing department uses the color scheme of its products to imply warmth with earth tones. An effective use of color that also helps the brand appear more 'sophisticated' than its competitors– thus, many customers willing to may more than for a similar product at McDonalds or Dunkin Donuts!
ReplyDelete