The Psychology and Meaning of Brown as Illustrated by Famous Brands

Contents:

• Brown in Psychology and Culture
• Naturalness: Snickers
• Luxury: Louis Vuitton
• Stability: UPS
• Sincerity: The Karavaev Brothers
• Warmth: Nescafe

Brown isn't formally considered a color in its own right, but rather a shade. It's not a primary color and isn't present in the rainbow. Brown can only be created by mixing red, blue, and yellow on the palette. It's important to understand the cultural and psychological significance of brown, as well as how brands use it to shape image and perception. Brown is associated with nature, earth, and stability, making it a popular choice in design and marketing. Brands often use this color to convey reliability and warmth, creating associations with high-quality and environmentally friendly products.

• Naturalness: Snickers;
• Luxury: Louis Vuitton;
• Stability: UPS;
• Simplicity: The Karavaev Brothers;
• Warmth: Nescafe.

Brown in Psychology and Culture

Brown symbolizes naturalness and simplicity. Its associations with coffee and chocolate create an atmosphere of warmth and comfort. This color evokes images of evening gatherings by the fireplace, where the soft glow casts reddish reflections on the walls, creating a comfortable atmosphere of a country house. Brown is a shade that is ideal for creating a calm and relaxing atmosphere, making it a popular choice for interior design.

Brown is one of the most common shades in nature. It is found in elements such as tree bark, fallen leaves, stones, sand, and clay. Wild animals use brown for camouflage in their natural habitat. Paired with green and blue, brown occupies an important place in the palette of the untouched world. While green and blue are associated with freedom and growth, brown symbolizes soil and earth. In a positive context, brown creates a sense of stability and durability, making it an ideal choice for interior design and branding related to nature and ecology.

Closeness to the earth often evokes negative associations. Brown can be associated with dirt or manure, leading to thoughts of decay and aging. Against a backdrop of bright hues, it is perceived as dull and drab, which can reduce its appeal in design and interiors.

In his book "On Beauty," Stefan Sagmeister shares the results of his research based on Instagram polls. He asked his followers to choose the most attractive shapes and colors. As a result, brown was the least popular color, and the rectangle was the least preferred shape. Sagmeister concludes that "the least popular shape is a rectangular box, and the least attractive color is brown. Therefore, it can be argued that a brown rectangular box is the ugliest thing in the world." This study highlights the subjectivity of beauty perception and shows how the choice of shapes and colors influences our aesthetic perception of the world around us.

In ancient times, brown was obtained from pigments consisting of a mixture of iron oxide and clay. For the Egyptians, this color represented the soil of the fertile Nile Valley, symbolizing family continuity, domestic comfort, and stability. In ancient Greece, brown was also associated with Hera, the goddess of fertility and agriculture, who personified the human life cycle, including birth, death, and resurrection. Therefore, the Greeks used various shades of brown in the decorative painting of their vessels and wore brown clothing. Among the Slavs, this color was associated with the brown bear—a revered totem animal and master of the forest, symbolizing strength, power, and reliability. Brown, therefore, has deep historical roots and significant cultural significance, reflecting man's connection with nature and life cycles.

In the Middle Ages, brown was associated with poverty and simplicity, symbolizing the life of peasants. In the context of daily grueling labor, bright colors were considered a luxury available only to wealthy representatives of the upper classes. Expensive dyes were rare, which made their use in clothing a privilege of the wealthy. Thus, the color of clothing served as a clear indicator of social status and wealth.

In the religious tradition, brown was often perceived negatively. Medieval icon painters avoided its use, since it does not have bright and saturated shades. In an effort to reflect the glory of God, artists preferred to use gold, ultramarine, and red. In Catholic culture, brown was associated with poverty and moral decline, while in Islam it was associated with ruin and decay. Nevertheless, brown, symbolizing earthly modesty, was traditional for monks who did not seek wealth and luxury. Thus, brown, although it had a negative connotation, represented modesty and asceticism in the spiritual life. Brown is a versatile and essential color in any wardrobe. Its calm and low-staining nature makes it an ideal choice for casual and business wear. Historically, brown was used in school uniforms in the USSR, where wool dresses with black aprons created an atmosphere of seriousness and separated the worlds of play and study. It is also worth recalling the image of Lyudmila Prokofievna from "Office Romance," where a brown suit emphasized her businesslike, yet somber, image. Brown color is easy to combine with other shades and is great for creating stylish and appropriate images in various situations.

Brown color, despite its simplicity, is able to convey a sense of luxury. The natural shade of fur, combined with gold hardware, emphasizes the luxury of the product. Red-brown leather or dark silk lend it elegance. Fashion designers actively exploit these associations with high-quality materials to make even items made from inexpensive or synthetic fabrics look expensive and stylish. Thus, brown becomes a universal tool for creating an impression of luxury and sophistication in fashion. Brown plays an important role in furniture production. Sofas, tables, and chairs are traditionally made of wood, which remains a popular interior material despite the use of plastic and metal in modern designs. Wood has unique properties and aesthetics, but its more affordable counterpart is chipboard, made from wood chips. Since chipboard itself is not particularly attractive, it is often finished with laminate, most often in a brown shade, to create the illusion of natural wood. The use of brown tones in furniture not only gives the interior warmth and comfort, but also makes it easy to combine items with different decor styles.

Natural materials in the interior play Natural materials play a key role in creating a comfortable and harmonious atmosphere. Even when using synthetic materials, designers strive to preserve natural colors and textures. For example, leatherette imitates leather, flooring reproduces wood grain, and tiles imitate clay. People prefer familiar elements because they create a feeling of comfort and warmth. Using natural materials or their analogues in the interior helps create a calm atmosphere conducive to relaxation and comfortable pastime. Therefore, when choosing finishing materials, it is worth paying attention to their natural characteristics, which make the space more inviting and cozy. New York City boasts a unique architectural style known as "brownstone." These houses get their name from the brownstone used in their construction. Historically, this material has become popular for the construction of luxury residential buildings in various American cities. In the late 19th and early 20th centuries, entire neighborhoods of these two- and three-story brownstones, closely packed together, were built in Brooklyn, then considered a suburb of New York City. Each of these buildings contained one to four apartments, each with a separate entrance, creating a cozy and private atmosphere. Brownstones became a symbol of New York's urban life and continue to attract attention thanks to their unique architecture and historical heritage.

The Brownstone neighborhoods have become a true symbol of the city. Each of these houses is unique, distinguished by both architectural design and small details. Interestingly, Carrie Bradshaw, the leading character in the famous TV series "Sex and the City," lived in one of these houses. These buildings not only attract the attention of tourists, but also reflect the rich history and culture of the city, making it even more attractive to residents and visitors.

Brown is rarely used in branding. This is due to its low visibility and negative associations. However, designers sometimes choose brown as a neutral background against which to place vibrant, contrasting elements. Brown can also be combined with shades of yellow and ocher, creating a gold-toned effect. This approach helps draw attention to key elements and add visual interest.

Companies with a long history use brown to emphasize their centuries-old traditions and conservative approach. This color symbolizes reliability, strength, and high quality. Brown is also known for its effect on appetite, making it a popular choice in the branding and interior design of cafes and pastry shops. The use of this color helps to create an atmosphere of comfort and warmth, which attracts customers and contributes to their comfortable stay in the establishment.

Many companies prefer to use brown in its literal meaning, associating it with the color of their products, such as coffee, chocolate and wood products. However, even in this context, brown can have a significant emotional impact on consumers. Its warmth and naturalness create a sense of comfort and trust, which can positively impact brand perception and increase customer loyalty. Using brown in marketing strategies can help enhance a company's image and attract a target audience.

We present brands that consider both the semantic and psychological aspects of brown. Brown is associated with reliability, stability, and warmth, making it a popular choice among companies seeking to inspire trust in their customers. These brands use brown in their visual identities to evoke a sense of confidence and comfort. Explore their approaches and learn how color influences consumer perceptions and emotions.

Natural: Snickers

Recipe The Snickers bar was developed by Franklin Mars, founder of the renowned confectionery brand Mars. In 1930, this delicious chocolate bar was launched into mass production in Chicago and quickly gained popularity among consumers. Snickers has become a symbol of the combination of rich chocolate flavor, caramel, nuts, and nougat, making it a favorite sweet treat around the world.

The Snickers bar is a combination of nougat, caramel, and peanuts wrapped in milk chocolate. This product was an important step for the Mars company, as it was the first bar with nuts in their assortment. The basic composition of Snickers has remained unchanged for almost a century since its release, a testament to its popularity and stability in the confectionery market.

The Mars confectionery brand offers a variety of bars, including popular variants such as Bounty. In our previous article, we took a detailed look at the Bounty chocolate bar's identity and its connection to the psychology of color, particularly blue.

The history of the Snickers name stems from the Mars family's passion for horses. They owned a large farm where they bred thoroughbreds for racing. The farm was called "Milky Way," which inspired the name of the company's first candy bar, Milky Way. Snickers was named after one of Franklin Mars's favorite horses, adding a special touch of personal connection to this famous chocolate bar.

The Snickers bar's wrapper has undergone numerous changes over the years, changing from white to orange, red, and even clear. These visual transformations reflect the brand's evolution and its adaptation to consumer preferences. Changes in packaging design help attract customer attention and highlight the product's uniqueness on store shelves.

In the early 1930s, when Snickers bars were first introduced, the white packaging featured numerous promotional messages that helped Mars connect with customers. The question "Have you tried frozen Snickers?" on the packaging served as a clever ploy, enticing customers to repurchase the bar to experience it in a new format. Additionally, the manufacturer detailed the bar's unique flavor and ingredients, claiming that Snickers could satisfy any hunger. This effective combination of marketing and quality made Snickers a popular choice among consumers.

Later, the paper packaging was replaced with transparent one with the same design and text. The transparent film allowed the bar to be seen, highlighting its naturalness and thick chocolate layer. This became the first "brown" bar wrapper, as the packaging's color was determined by the contents. Transparent packaging not only attracted attention, but also strengthened consumer confidence in the quality of the product.

In the sixties and seventies, Snickers underwent a series of redesigns, as a result of which the logo and packaging acquired their modern look. The Snickers wrapper was recolored brown and made opaque, and the logo was simplified: blue lettering on a white background. The chocolate bars were packaged in the then-new flow-pack packaging—a rectangular plastic packaging with three seals. Today, this type of packaging has become one of the most popular and recognizable not only for sweets but also for other products. The effective design and functionality of flow-pack packaging contribute to product safety and ease of use, making Snickers a leader in the chocolate market. American bar packaging focused on the product name, which became a common practice among manufacturers during this period. In contrast, European manufacturers often included images of key ingredients, such as peanuts in the case of Snickers, allowing consumers to immediately understand the product's composition. Modern packaging designs feature a wide variety of solutions, from minimalist options with a single name to more complex ones featuring nuts, cross-sections of bars, or even celebrity portraits for promotional purposes. This diversity helps attract consumer attention and highlight the unique qualities of each bar.

Snickers bars became the official snack at the 1984 Olympic Games in Los Angeles. This decision sparked protests from nutritionists, but did not affect the brand's reputation. Mars's involvement in the Olympic campaign cost $5 million and was aimed at strengthening Snickers' position as an international brand. The Olympic Games became an important platform for promoting a product associated with energy and an active lifestyle. With this move, Snickers cemented its market position and continues to be a popular choice among consumers worldwide.

Snickers packaging is brown, symbolizing chocolate. This color is also associated with naturalness, which emphasizes the product’s image as free from preservatives and dyes. Thus, the Snickers brand focuses on the quality of its ingredients and the desire to offer consumers a natural product.

Luxury: Louis Vuitton

Louis Vuitton is a French fashion house specializing in the production of bags, suitcases, clothing, jewelry, and luxury accessories. The founder of the brand, Louis Vuitton, was born in 1821 in a small village in France. At the age of 14, he decided to move to Paris, walking 400 kilometers. Apprenticing to a renowned trunk maker, Vuitton mastered the art of trunk-making. Over the course of 17 years of working with the master, the quality of his products reached such a high level that by the time the first store opened in 1854, Vuitton's trunks had already gained popularity among wealthy clients. The Louis Vuitton brand became a symbol of luxury and status, and its products remain in demand today.

Vuitton specialized in producing exclusive trunks and trunks, often custom-made to clients' specifications. These included, for example, unique chests-cabinets or special jewelry storage models with multiple drawers. One of the master's first clients was Empress Eugénie de Montijo, wife of Napoleon III. She was instrumental in popularizing Vuitton trunks in high society. His admirers included celebrities such as Hélène Rochas and Coco Chanel, as well as members of the aristocracy, including the Rothschilds and the Dukes of Windsor. These luxury suitcases and bags from Louis Vuitton have become a symbol of luxury and style, serving as the perfect solution for packing outfits for the most sophisticated events.

In 1858, Louis Vuitton made an important step in luggage trunk design by introducing a suitcase with a flat lid. Until then, suitcase lids were convex, which made it difficult to pack luggage and took up more space during transportation. The new suitcase, named Trianon after the waterproof canvas fabric, was a real revolution in the world of luggage. Louis Vuitton used lightweight poplar wood to create the frame, significantly reducing the suitcase's weight. The corners of the suitcase were protected with metal plates, increasing durability and resistance to damage. Thanks to these innovations, Vuitton suitcases became popular among travelers and set new standards in luggage production. Louis Vuitton suitcases are associated with wealth and high status, leading to numerous counterfeits. In response, Louis Vuitton decided to distinguish its products with unique fabric patterns. First, brown and beige stripes were introduced, and later, the famous checkerboard pattern appeared. These design solutions not only protect original products from counterfeits, but also emphasize their exclusivity and prestige.

After Vuitton's death, his legacy was the production, which was continued by his son Georges Vuitton. In 1896, to commemorate his father, Georges initiated the creation of a signature pattern that became the brand's symbol. This pattern included four elements: a four-leafed flower in a circle, a four-pointed star, a diamond, and a monogram consisting of the joined letters L and V—the founder's initials. The design was inspired by Art Nouveau fashion trends and Japanese mon patterns, popular in the late 19th century. The new signature pattern not only became a visual identifier of the brand, but also an effective means of combating counterfeiting, as its intricate details were difficult to reproduce without special equipment.

In the 20th century, the production of Louis Vuitton expanded significantly. In the 1920s, the company began producing everyday bags, wallets, and various accessories. With the arrival of creative director Marc Jacobs in the late 1990s, Louis Vuitton reached a new level in the fashion world. He developed both men's and women's clothing collections, allowing the brand to strengthen its position in the industry. The famous Louis Vuitton monogram began appearing not only on accessories but also on wardrobe items such as skirts, dresses, and scarves, making the brand even more recognizable and desirable among customers. Brown has been a key color at the Louis Vuitton fashion house since its founding. This shade, combined with gold accents, embodies luxury and emphasizes the exclusivity of each piece. The tradition of using brown and gold colors in Louis Vuitton designs creates a unique style that attracts the attention of connoisseurs of high fashion and elegance.

Stability: UPS

United Parcel Service (UPS), commonly known as United Parcel Service, is a leading global express delivery and logistics company. Founded in 1907 in Seattle by two entrepreneurs with just $100, UPS was originally known as the American Messenger Company and focused on delivering small orders, including business messages and drugstore items. Initially, the company rented an inexpensive basement space, and couriers made deliveries on foot or bicycles. Today, UPS is a global leader in logistics, providing a wide range of services, including international express delivery, freight transportation, and supply chain management, making it an indispensable partner for millions of customers worldwide.

In 1919, UPS began expanding beyond Seattle, opening an office in Oakland and adopting its current name. In the early 1920s, UPS acquired a small company that delivered packages from manufacturers to retailers, significantly expanding its logistics capabilities. By the 1930s, UPS had a presence in most major cities across the United States. In Europe, the first branch was opened in 1976 in Germany, and since then UPS has expanded its network, providing package delivery to more than 220 countries.

The first logo was designed by James Casey, one of the company's founders, in 1916. At the time, the company's slogan was "Fast, Safe, and Reliable." An eagle holding a package against a shield was chosen as the symbol. The shield became an iconic element for the company and has remained in various redesigns over the years.

In the 1930s, the company increased its partnerships with department stores and retailers, providing delivery services previously provided by UPS. This transition was reflected in a logo change. The new slogan, "Delivery System for Quality Stores," emphasized the company's direction. Instead of the traditional eagle on a shield, a logo featuring the abbreviation of the company name was introduced, supplemented by the year of its founding, "since 1907." This change symbolized the service's thirty-year history and emphasized its stability and reliability in the delivery market.

The third redesign of the company's logo took place in 1961, when it entered the global market. During this period, the decision was made to use universal symbols that would be understood by everyone. The new logo had to be simple, yet stand out among international competitors in the parcel delivery industry. The design of the logo was entrusted to Paul Rand, who retained the shield image, transforming it into an outline, and added a rectangle with a bow at the top. This decision emphasized both the company's identity and its desire for international recognition.

The designer argued that the only way to give the logo the shape of a parcel and create a recognizable image for the company was to use this concept. UPS not only delivers standard parcels but also sends gifts. Rand showed a sketch of the logo to his daughter, asking what she saw in it. She immediately recognized it as a box with a bow, indicating the logo's good readability.

The outline of the new logo had a variety of color options, such as brown, black, yellow, and white, depending on its placement. On cars, the logo was often gold, while the cars themselves were brown.

The logo we know today emerged in 2003, riding the wave of skeuomorphism's popularity. Back then, the shield became three-dimensional, retaining its signature brown-gold hues, while soft highlights gave it a 3D effect. This version of the logo fit perfectly into the evolving online space. However, with the advent of the decade and the rise of flat design, a new version of the logo was created – without highlights and shadows. Currently, both versions of the logo are used simultaneously: the flat version predominates in digital media, while the skeuomorphic version is more common on offline materials. This diversity allows the brand to adapt to various platforms and maintain its recognizability in various contexts.

Skeuomorphism and flat design represent two opposing approaches in web design. Skeuomorphism uses elements that imitate real-world objects, making it easier for users to navigate the interface. In contrast, flat design emphasizes minimalism and simplicity, removing volumetric effects and textures. This makes interfaces more modern and easier to understand. Learn more about the differences and characteristics of these styles in our article.

The modern UPS delivery service actively uses brown in its branding, including its website, employee uniforms, and the color of its vehicles. For much of the first decade of the 2000s, the company advertised the slogan "What can brown do for you?" This signature brown hue was chosen to convey the stability and reliability of a company with a history spanning over a century. This approach helps UPS stand out from its younger competitors and highlights its experience and professionalism in the logistics and delivery industry.

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Brown is a versatile and natural shade that easily combines with a variety of colors and styles. It harmonizes beautifully with neutral colors such as white, black, gray, and beige. These combinations create calm and elegant images.

Brown also pairs beautifully with bright colors. For example, it can be complemented by blue, green, orange, and red, adding brightness and vibrancy. When using brown in interiors, it can be combined with natural materials such as wood and stone, which emphasizes eco-friendliness and comfort.

Furthermore, brown looks good in combination with pastel shades such as soft pink, light blue, and mint. These combinations create a soft and romantic style.

Brown suits a variety of decor styles, from classic to modern. It can be used as the main color in clothing, interior or design, as well as an accent, adding depth and warmth to the composition.

Innocence: "The Karavaev Brothers"

"Karavaev Brothers" is a culinary chain in Moscow that combines elements of an urban cafe, home cooking, and a pastry shop. Founded in 2008 by Evgeny Katsenelson, the chain is part of the Ilovecafe restaurant group. The chain's most popular project is the "Karavaev Brothers Culinary Shop," which includes 42 locations in Moscow. Offering a variety of dishes and sweets, "Karavaev Brothers" attracts both locals and tourists, providing delicious and high-quality food in a cozy atmosphere.

The concept of "Karavaev Brothers" is a culinary store with its own production facility, where visitors can quickly purchase delicious and affordable dishes. "Karavaevs" strive to offer customers the opportunity to enjoy high-quality food on the go, while preserving the atmosphere of traditional Soviet cuisine, but with the addition of elements of European cuisine. The chain's founder drew inspiration from his childhood, striving to create an establishment that combines accessibility, speed of service, and high-quality products.

The logo features the outline of two smiling young men, representing the Karavaev brothers. Their simple and friendly image creates an atmosphere of affordable prices and home comfort, which perfectly reflects the concept of our cafe.

In the first version of the logo, a young man with hair resembling ears of wheat, They embodied hospitality and friendliness. Their faces were adorned with cheerful freckles and wide smiles, creating a positive image for the establishment. In 2018, art director and owner of Red032 Design, Viktor Kuplevetsky, unveiled a modern identity. He changed the young men's hairstyles, giving them a bob cut, and made their expressions more serious—they lost their freckles, and their gazes acquired a slyer look. The new logo has become more relevant and modern, while preserving the warmth and kindness inherent in the original image.

The brothers' simplicity creates an atmosphere of trust and comfort for visitors, and the brown color enhances this impression, emphasizing kind images and warm feelings.

Warmth: Nescafe

Nescafe is a Swiss brand of instant coffee that has become a symbol of quick and convenient preparation. The brand name is formed from the first three letters of the manufacturer Nestlé and the word "cafe". Nescafe production began in 1938, when chemist Max Morgenthaler developed a unique technology for drying and processing coffee beans, allowing the rich taste and aroma of coffee to be preserved, even when brewed with hot water. This was a breakthrough in the creation of the world's first instant coffee. Although the idea of ​​​​a quick drink initially faced some doubts, Nescafe soon gained popularity and recognition among coffee lovers. Today, Nescafe is present in over 180 countries, offering a wide range of products that satisfy a variety of consumer preferences. Originally, coffee was packaged in brown tin cans. However, in the 1960s, the company decided to switch to glass containers. This decision eliminated the need for coloring the packaging, as the color of the contents itself gave it an attractive appearance. Despite this, the label remained brown. Coffee in glass jars was first sold in Japan, and thanks to the success of the experiment, this type of packaging soon appeared in Europe. The use of glass containers contributed to the formation of Nescafe's image as a more premium and high-quality product.

Nescafe coffee was the first coffee to be in space. In the late 1960s, NASA was preparing for the first manned lunar landing and approached Nestlé to develop a compact, crumb-free product for the Apollo 11 crew. Nestlé responded with bite-sized food cubes and instant coffee. Thus, Nescafe made history as the first coffee to reach the moon, demonstrating an innovative approach to astronaut nutrition during spaceflight. Brown, while not the most popular color in advertising, plays an important role in the Nescafe brand strategy. This color is associated with the rich taste and aroma of coffee, making it ideal for product presentation. When bright and bold shades were chosen for advertising campaigns, dark brown also stood out beautifully against other elements, creating a striking contrast. This attracted consumer attention and contributed to brand recall. The use of brown in Nescafe packaging and advertising demonstrates how a well-chosen shade can enhance visual identification and association with product quality.

Nescafe has been using brown as a core element of its brand for over eighty years. This color has been retained in every redesign and is present in new product lines. For the company, brown symbolizes warmth and comfort, which are associated with the aroma of freshly brewed coffee. The presence of this color in packaging and advertising helps create a feeling of comfort and reliability in consumers, which helps strengthen the brand in the coffee market.

The Meta company, which operates the Instagram platform, is included in the list of extremist organizations in Russia and its activities are prohibited in the country.

Learn more about other colors.

• Provocative pink: youth, sweetness, and tenderness
• Friendly green: ecology, freshness, and safety
• Pure white: elegance, laconicism, and kindness
• Reliable blue: trust, peace, and masculinity
• Selling red: challenge, victory, and passion