Tring brewer rebrands – The gimmick is psychology

Tring brewery has recently launched a new happier look for its beers, using the psychology of color, the new scheme is designed to appeal to drinkers (obvisously). Tring is the first brewery to us this technique and could be the first brewery to design it labeling around the idea that color affects peoples emotions, mood and behavior. This re branding will start with tap clips but naturally will extend to all areas of the brewers business.

Marketing manager, Ben Marston, said: “Since our inception over 20 years ago, we have constantly worked to offer a comprehensive range of styles to appeal to a wide audience. The results of years of dedication, the use of highest quality ingredients and evolving audience required that we refined all product branding, giving each beer the presence it deserves. We now have a cohesive design formula rather than mish-mash of designs all taking cues from different stages in the brewery’s past.”

Kate Marston, founder of KM Design, uses applied colour psychology, a practise whereby colours are used to influence viewers or consumers behavioural patterns. The initial task, she said, was to identify one of four main personality groups that best represented the brewery and its products. From this starting point a link to a specific colour palette could be established and from this the design team could begin to extract a final range of colours.

“You cannot underestimate the importance of colour and that if you get this wrong your customers feel uneasy even if they can’t put their finger on why this is.

I’ll be keeping an eye on this story to see if more brewers follow suit. Its always interesting for me when beer and science collide.


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