DEVIN LIDDELL, EVIDENCE, CO.DESIGN, FAST COMPANY:
"In brand design, the color blue is everywhere. Roughly 60% of Fortune 500 companies feature dominantly blue brand identities. Nearly half of Major League Baseball’s 30 teams sport a blue signature color. The 'Big Three' US automobile manufacturers—General Motors, Ford, and Fiat Chrysler—are all blue. The same goes for Facebook, Twitter, and LinkedIn. This makes little sense from the perspective of designers. Differentiation is supposed to be a good thing, but magenta T-Mobile and brown UPS and orange Home Depot look like crazy-uncle outliers against this blue backdrop.
"There is plenty of psychological research on reactions to blue and other colors, but to evaluate the strategy of choosing blue for a brand, we wanted to measure how blue actually performs, to examine how it measures up against other colors in competitive environments. After all, brands have to compete—they have to work against the idea of sameness and command a premium. So we looked at the comparative performance of blue and other colors in several real-life contexts, including: Major League Baseball’s 2014 season; the 20 largest sports teams by payroll: and similarly sized data sets from the Fortune 500 and other metrics-based business rankings."