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What’s in the color

January 14, 2009

Thank you all for the commenting on last post

As many have already pointed out the correct answer is ANZ

Why that post

When I first landed up on One Direct website, first thing that came to my mind was ING Direct. However i had seen there website earlier so was wondering why this new website, is this a different product or what is it, further ING Lion was nowhere to be found. Then, I took the pain of  going to About us page to know that this is owned by ANZ.

It didnt impress me at all … i was wondering why they used Orange … when they have such a lovely Blue color. As some of the comments point out that it can be intentional to compete directly with ING or may be as ING Direct is known name people will immediately associate it with Direct banking, use of the word Direct further corroborates this reasoning, or this is just a coincidence.


So, I posted that to check if there is any relation between what colors etc communicate and Brand recall. It seems like there is some… (though its on a very small base of few comments and few mails) however none has associate the site to ANZ (barring few smart ones who took the pain of researching on one direct..however even they accept that first thing came to mind wasnt ANZ). This is deabatable as can be seen in comments too that few liked this strategy and few have voiced against it.

White Zune

In my view its only helping out ING and increasing its recall value. Some colors just stick to us. Like White Mac. So is orange for ING and this ANZ example can be like Microsoft launching white Zune just for the reason because Ipod is famous. Ridiculous!

What’s in the color?

You might argue whats in the color – Imagine this – you saw an ad of One direct somewhere…later you thought of visting website and checking it out, phew! you dont remember web address.. .only thing that stuck with you was Direct BankYou will google it  … you searched Direct Bank (google query). Here ING Direct is in the top  5 links . Next thing that might have stuck with you was Orange color and  chances are that you might rule out other results becuase these are not your color …. Or you might also go ahead and query Orange Direct Bank (google query) may be because Orange is important part of their strategy and they have products starting with Orange (like Orange Mortgage, Orange svings, Orange home loans etc) … It might sound far fetched example …. but it does say there is something in the color 🙂 ING being stronger brand and Orange being part of their strategy is sticking around with them and not helping ANZ

Too much on color – whatever the color – good service, higher interest rate on savings and lower interest rates on loans is what we want.

3 Comments leave one →
  1. January 14, 2009 6:04 am

    liked the last two lines 🙂

  2. January 2, 2010 12:32 pm

    We all must agree.


  1. Guess The Brand « Fin Factory

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