Originally published in the Houston Business Journal, December 2004
It’s about connecting with fans. It’s about communicating. It’s about building a brand.
Fans want a team to rally around, a team we can be proud of, and believe in, and support, a team that is relevant to who we are as a group. Fans want to be loyal.
Of course winning football games has an awful lot to do with it, but other factors have significant influence. Especially if it takes time to build a contender.
But if winning the Division, or making the Playoffs is years down the road, other things will be needed to generate, and then maintain, fan support. One of those things is their visual appearance. Nike proved that visual presentation can be a powerful tool in building customer loyalty. The same applies to fan loyalty.
How can the uniforms contribute you ask?
Excitement and revenue.
They can create the first and generate the second. Concerning increasing revenue, the Texans seem to want to provide more options to jersey buyers than just one or two color schemes. They probably ascribe to the notion that more options equals increased sales of jerseys. But it also dilutes the value of the apparel as a brand symbol. Nevertheless, consider the success both on the field and off the field of one of the color schemes offered: the Texans’ Battle Red jerseys.
Red Hot Jersey Sales!
The red jerseys were instantly popular when introduced and the team is undefeated this year when wearing them. Add to that the fact that sales of red jerseys are now hotter than the blue or white versions. And the Texans sold 50,000 red wristbands at $1 each benefiting the Methodist DeBakey Heart Center. During the days surrounding the Texan’s “Battle Red Day” the website drew record traffic. And Academy Sports and Outdoors has also benefited as the official “Houston Texans Battle Red Day” retailer.
Why is “Battle Red” so popular?
As colors go, the Texans’ regular predominantly dark blue color scheme is dull visually. The red jerseys are far more exciting and distinctive on the playing field. There is a physiological explanation for that: The color red is focused slightly in front of the retinas in the eyes while blue, on the other hand, is focused slightly behind the retinas in the eyes. Because of this, red is the color of energy and excitement. Red is the “in your face” color. This explains why red is the predominant color in 45% of all national flags. Blue dominates in less than 20%. Blue is peaceful and tranquil. Blue is the laid-back color. “Battle Red” makes more sense than “Battle Blue” as a phrase, it resonates in the marketplace (as evidenced by the cash register receipts).
Add to that the fact that the Texans’ blue is a very dark blue and the result is a receding, shy, or conservative effect. A nice effect for a sport coat or blazer, but hardly the effect appropriate for an aggressive sport, like football. As a secondary color, dark blue is a nice compliment to Battle Red. But all indications are that between blue and red, Battle Red should have been the primary color. It seems management in the beginning, may not have had a visual communications strategy to support their team goals. Visual identity should be carefully thought out and carefully managed, not decided on a whim. Not ignored or treated lightly. Visual identity should be strategic: relevant, distinctive, credible.
Distinctiveness has its Advantages.
With the dark blue or white jerseys, it is not easy to distinguish between the Texans’ players and many opponents during action on the field. For example, when the Houston Texans are playing the Patriots, Cowboys, Bears, Bills, Giants, Falcons, Ravens or Panthers, it takes a second to determine who’s who after the snap. And the red jersey outfit resembles Atlanta’s red outfit since the Texan’s blue is so dark it’s almost black – a softened black.
Teams most easily distinguishable are the Steelers, Bucs, and Packers because they have the most distinctive color schemes. No confusion. Distinctive color schemes could even impact a quarterback’s completion/interception ratio, especially when he is under pressure and has to make snap decisions.
Non-verbal communication is critical.
Even in the game of football. The coach on the sideline sends non-verbal signals to the quarterback. The quarterback send non-verbal signals to the wide receivers. Signals are sent from the coach to the defensive backs; and the referees identify all of the penalties and touchdowns, touchbacks and extra points with non-verbal signals.
In the same way, the team’s uniform also sends signals. The logo (or graphic symbol), the logotype (or signature), the colors and the patterns — all send signals to viewers.
Make the signals as meaningful as possible.
Do the signals correspond to their intended meanings. Are they appropriate signals? Will they communicate effectively? Or will they confuse (or worse, contradict) the message?
The Texans’ uniforms should contribute to their fullest potential. The fans have spoken. They’ve voted with their dollars. They prefer “excitement” to “tranquility” when it comes to pro football. Go “Battle Red!” What do you think?
Tags: Branding, color, communications strategy, Houston, influencing purchase decisions, influencing with color, Marketing, rebranding, sports branding
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Adversity causes some men to break; others to break records.
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What is the color of Quality ?
Very helpful info on the symbolism of colour, such obvious meanings I missed. Thanks
Ive read in many places that pink is said to be calming– football teams used to paint the opposing team’s locker room pink to “drain their energy”. It’s the most calming color.
Each emotion has a color associated with it and vice-versa. It is seen a lot in poetry. The emotions and colors have become associated by time and tradition. The roots of this phenomenon seem to be in Hinduism, and the belief that the color of a person’s aura refects his emotions at a certain time.
What is interesting is the cultural dynamic at work here.
These color assignments are largely cultural. In Japan, for instance, white, not black, is associated with death. People who spend a lot of time around nature are likely to associate green with life or plants rather than envy, greed, and jealousy. But overall the color suggestions given in your post are true, for a Western viewpoint.
Our reaction to color is instantaneous and that can provide a shortcut to understanding.
“When I’m angry I see red” and look, “He’s green with envy!”
is there a color that symbolizes foolishness?
who can help me with this question — Why are most Bibles covered in Black — The Good News Bible for instance is bound in Black leather. Why would Good News be covered in Black?
Just imagine how this world would be without colors or better still imagine yourself living in a world that is only in black and white. Would life be as beautiful, enjoyable and splendid as how it is now with regards to color?
Successful design requires an awareness of how and why colors communicate meaning. The source of these meanings can be quite conspicuous, such as those found in nature — red is the color of blazing fire and blood, blue the color of cooling waters and the sky. Other meanings may be more complex and not universal.
I agree with Graham Santee: Color conveys meanings in two primary ways — natural associations and psychological symbolism. And no, it’s not mind control. The truth of the matter is that people are comfortable when colors remind them of similar things. For example, a soft shade of blue triggers associations with the sky and a psychological sense of calm.
Great post. The communicative properties of a color can be defined by two categories: natural associations and psychological (or cultural) associations.
Color from ever since has been used to shape and define our lives, our habits, our values, and our feelings. The colors we choose to wear, to decorate our homes, our gardens, and so on gives us a personal insight about what is going on inside our innermost feelings and emotions. Even the food we eat, the color is taken into account by food industries and advertising companies when packaging and marketing their products. For example, how many of us would find a green drink appealing? We usually associate this color with a poisonous substance.
color affects us both physiologically and psychologically that impacts on our lives greatly both consciously and unconsciously. Your website is a great reference. Thanks!…
Color is a silent language that we all react to based on whether it is a behavioral response or a learned response. For example, our color preferences that we have is based on our experience of past events in our daily social life. This would be a learned response. While on the other hand, a behavioral response happens naturally without us being aware of it. For example, the color red can heighten our perception of danger just by seeing it — the color of blood.
Chinese use white instead of black during funerals. Why you might ask? This is due to the fact that they associate white with the winter time in which nature is dead.
Color symbolism can vary dramatically between various cultures around the world that perceive colors completely different.
Color is also associated with different religious and spiritual meanings in various cultures. Thus, this article will mostly cover the meaning of colors in the Western world however, if it is possible, a note will be made of its meaning in different cultures.
Through the centuries, red has symbolized power, prestige, love and passion. In some Asian countries, red portends good fortune and prosperity. In Western cultures, it brings to mind passion and love, evidenced in everything from Valentine’s Day hearts to crimson-saturated national flags. In fashion, red can be the statement color on a face, in a garment or in an entire ensemble. It’s certainly showing up in bold new ways among the looks forecast for Fall 2011.
you really have a lot of good observations about the Texans logo, colors, etc and their EFFECTS in you various blog posts! Interesting stuff we are unaware of.
Color is all around us. We see it all the time. Most of us have no idea the impact color has on our lives. This impact of the many colors in our environment is usually not conscious. Sometimes we get an uneasy feeling in certain rooms or very relaxed in another, but we call this a mood. The “color of mood” can be what is surrounding us. Very interesting post!
Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.
Color plays a vitally important role in the world in which we live. Color can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite.
Your post is right on. Glasgow installed blue street lighting in certain neighborhoods about ten years ago and subsequently reported reduced crime in these areas. This report was picked up by several news outlets at the time.
Color has the ability to creep into an individual’s subconscious and create a certain mood or feeling. This symbolism is so prevalent that we don’t consciously realize the effects of color ads on our psyche. It determines our assumptions of what a brand or product is intended for, what it will do, what it will taste like, feel and smell like.