"The basic premise sounds simpler than it is in practice: Pick the right color and really stick with it."
-Secrets of a Signature Color by Michelle Taute
Color is an immensely important aspect of brand identity. It influences our reaction to and memory of products (i.e. blue is least appetizing, beige/yellows are least olfactorily appealing). Using signature colors in advertisement is key to make them a part of the cultural vernacular.
Taking advantage of its successful infiltration of the popular market, KitKat created a clever viral campaign solely by use of its signature color. By showing only the color and not the product, they made a statement not only about their popularity but the influence of strategic use of color.
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