Chute Gerdeman, the company commissioned to design this gigantic 25,000 square foot world of chocolate, was challenged to use only the "sacred six" colors of M&M's. The design team taped each color M&M to a corresponding Pantone chip, and then matched the colors to Sherwin Williams paint. Want to paint a wall an exact M&M color? Here's the scoop:
Red: Stop (SW 6869)
Orange: Invigorate (SW 6886)
Yellow: Cheerful (SW 6903)
Green: Envy (SW 6925)
Blue: Blue Chip (SW 6959)
Brown: Brevity Brown (SW 6068)
Anywhere black would normally have been used, black, deep rich brown was substituted to drive home the point of chocolate, chocolate, chocolate. (French Roast: SW 6069, for those of you who want to know which -exact- shade they picked) I feel a chocolate craving kicking in, just writing about it. Extra White (SW 7006) was the specific white the design team determined had absolutely no color cast, to make sure all the M&M colors popped.
image sourceIt's all about taking the essence of your business message, translating that into color, then utilizing that palette for all it's worth. By reinforcing M&M's classic candy colors over and over and again, Mars Inc. is able to completely immerse the consumer in the brand experience.
Anyone for the "world's biggest wall of chocolate"? Two stories of chocolate filled tubes, covering a massive 50 by 22 feet, tempts customers to create customized mixes of colors.
... retail-tainment", so to speak.
Are any of you readers small business owners? How do you reinforce your message to your customers and clients? Any shop owners out there? How do you use color to sell? And if you just enjoy shopping certain places, how aware are you of the color concepts being utilized?
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