When you think about some of the biggest brands in the world, you can probably picture their logos down to the smallest detail.

That’s because, apart from international success, big brands like Ferrari, Coca-Cola, McDonald’s and Virgin all use a simple technique to make their logos and advertising memorable – they all use the colour red.

Colour also has a fascinating history in branding. Take, for example, Coca-Cola.

More than 100 years ago, Coca-Cola was sold in barrels at American drug stores and pharmacies. Alcohol was distributed in the same way. But while alcohol was taxed, soft drinks were not. So, the Coca-Cola Company began painting its barrels red, so that customs and tax officials could tell them apart.

Today, that distinctive red disc on a corner café or restaurant fridge is all we need to know that the drink is sold there, and the company continues to see its share price rise.

When it comes to the psychology of colours, the emotional effect of different shades varies from person to person. Red is one of the more prominent colours, so it has to be used carefully.

Coca-Cola started using it to differentiate their product for sales purposes, and soon the colour was used to differentiate their product from similar products on the market.

Common positive associations with the colour red include action, power, energy, passion, desire, strength, motivation, drive, warmth, assertiveness and confidence.

All of these make it a popular choice for big business branding that wants to create a lasting impression. In South Africa, JSE-listed brands like Stor-Age, Vodacom and Pick n Pay all include the colour in their logos, which is part of why they are some of the most recognisable brands in the country.

You might notice that 2OV is also fond of red in our branding – yeah, we pay attention.

Let’s take a look at Stor-Age for a second. Their red and white branding is instantly recognisable and extends past their advertising to their very buildings.

The Stor-Age buildings, painted a vibrant red, stand loud and proud in prime locations across the country.

Studies have shown that up to 90% of snap judgments made about products can be based on colour alone. So, the next time you trip over that treadmill in your garage, and you make a snap judgement about needing some storage in your life, you’ll probably think of Stor-Age.

That’s a good thing, too, because Store-Age’s units have served thousands as the ideal solution for any number of self storage needs.

Working on a month-to-month basis, meaning you’re not locked into anything long-term. Better yet, they offer 50% off the first month’s rental to all 2OV readers – check out those details here.

You’ll also never stub your toe on that treadmill again, which means the only red you’ll be seeing is the red door to your Stor-Age unit.