Nivea – Living in color!

Brand colors are established and communicated in a variety of ways

Nivea living in color photo

Every day, you see colors in everything around you, but do you ever pause to consider the influence each of those colors has on you? Whether it’s the relaxing impact of a blue sky and fields of green, or the saliva-inducing red and yellow of your favorite fast food joint, each hue has a purpose and a different emotional response.

Colors may be a robust tool if used correctly. Psychological factors, biological conditioning, and cultural evolution all contribute to color meanings. Some color meanings are strongly ingrained in the mind because they are evident all around us, such as red as the color of fire, which is connected with warmth, or green, which is associated with nature, blue, with calmness and intelligence.

Color psychology

Color psychology in marketing and branding is concerned with how colors influence customers’ perceptions of a brand and whether or not they convince consumers to consider certain brands or make a purchase. Color show their own psychology, such as blue considered a serene and calming color that represents intelligence and responsibility.

Green is a color widely connected with nature, since it is associated with grass, plants, and trees. It is also the hue of spring and rebirth, therefore it denotes growth and rejuvenation. Yellow is associated with the sun, cheerful faces, and sunflowers. It’s a cheerful, young hue that exudes hope and optimism. Red represents the fire of energy, passion, and love. We ‘see red’ when we are furious, and it is also the color of blood, strength, and danger, making it an effective branding color.

Nivea – White and Blue trademark colors

Nivea is a brand that has been committed to skincare for over a century. The brand is well-liked by its customers, who bring the Nivea pack with them everywhere, especially when going to chilly areas. In recent years, Nivea has significantly expanded its product range, introducing several items and varieties to the market.

Its trademark colors of white and blue are easily identified on a vast shelf of personal care items. The colors have remained consistent over time and have become iconic with the brand. The marketing department of the company has earned several accolades, as has the use of Nivea’s trademark colors throughout all communication platforms.

Since 1925, the color NIVEA Blue, as it is used on the legendary blue NIVEA Creme tins, has stood for the brand values of NIVEA – Trust, Closeness and Care. “It is the ‘face’ of the brand and the foundation for the global design language of NIVEA products,” says board member Ralph Gusko.

The signature blue has played an essential part in the Nivea brand’s over 100-year existence. It was created in 1925 by Juan Gregorio Clausen, head of advertising at Beiersdorf, to modernize the style of the Nivea Creme tin. The preceding tin was still based on the fashionable Art Nouveau style around the turn of the century. Clausen may have chosen the colors of the sea and sky naturally because he was a former sailor. Today, Nivea’s worldwide design is based on the blue brand identity, which has a very high recognition value.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Packaging South Asia’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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Correspondent-Delhi & NCR Girish has been working and editorially contributing to both Indian Printer and Publisher and Packaging South Asia since 2021, covering the western regions of India. He has extensively covered a variety of verticals in both the printing and packaging industries. Skilled in taking Interviews and Story Writeup, Communication, Writing, and Research. Strong education professional with a Master of Arts - MA (MASS COMM.) focused in Mass Communication/Media Studies from Aligarh Muslim University, Aligarh.


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