What it does
This KPI measures the presence of a brand's iconic color(s) in a marketing asset. It quantifies how much of the image is covered by colors closely associated with the brand, taking into account slight variations in color perception. This metric helps determine the effectiveness of using such colors in visual assets to increase brand recognition and branding.
In this example, the brand has defined two colors it wants to track (brown, green). The KPI quantifies how many pixels in an asset correspondet to these two colors (50% and 1% in this example). The visualization below the asset shows the pixels that contain the color(s), with all remaining pixels shown in white color.
Why it matters
Iconic colors play a critical role in brand activation by making the brand easily recognizable and memorable. These colors contribute to mental availability, which aids in quick consumer recognition, especially in fast-paced or crowded environments such as digital advertising and store shelves. Consistent use of iconic colors builds a strong visual identity, facilitates emotional connections with consumers, and differentiates the brand in a competitive marketplace.
How it works
The KPI begins by defining the brand's iconic color(s), allowing for minor variations to reflect human color perception categories. Each image pixel is analyzed to determine the distance of its color from that of the defined brand, accounting for differences in human sensitivity to colors such as red, green and blue. Pixels falling within a specified threshold are counted as matching the brand color. The coverage share is then calculated by comparing the number of matching pixels to the total number of pixels. In cases where multiple brand colors are used, the coverage percentages for each color are added together to determine the total iconic color coverage.
How to achieve great results
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Ensure that the brand's iconic colors are prominently featured in visual assets.
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Consider the range of hues associated with the brand and incorporate them into the asset design.
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Balance the use of iconic colors with the overall aesthetic to maintain visual appeal while ensuring brand consistency.
AI models used
This KPI utilizes advanced color detection algorithms that take into account human color perception. These algorithms are able to accurately identify and quantify the image presence of specific hues that match a brand's defined iconic colors.