“Wicked” is having a moment. From Times Square billboards to TikTok trends, Target merchandise to Sephora makeup collections, the musical-turned-movie phenomenon is painting the world pink and green.
Even if you haven’t seen the show, you’ve likely encountered its cultural influence. Colors can tell stories, carry meanings and create lasting connections with audiences. And the movie’s pink and green offers a masterclass in branding through color.
The language of color in marketing.
Colors speak to us. When we see Glinda float onstage in her bubble of pink, it communicates something about her character. In branding terms, pink has long been associated with privilege and femininity — qualities that major brands, including Barbie, have long leveraged to build empires.
On the other side of the spectrum stands Elphaba’s green. In the context of “Wicked,” green is a symbol of otherness, nonconformity and power; maybe even ambition.
But what the movie’s branding and cross-promotion really gets right is that you don’t have to choose just one. In each of us is a little Glinda, wanting to fit in, and a little Elphaba, wanting to burn it all down. Why not buy both?
Beyond Broadway: a lesson in color psychology for modern marketers.
The genius of the color strategy in “Wicked” offers valuable insights for branding teams.
First, it shows us that when brand colors are chosen with purpose and meaning, they become more than just aesthetic choices; they become storytelling tools and brand identifiers. The contrast between pink and green in “Wicked” communicates the story’s central themes of convention versus individuality, appearance versus reality. And when you see pink and green next to each other, there’s a chance you think of “Wicked.”
(Fun fact: In the book “The Wonderful Wizard of Oz,” the Emerald City isn’t actually green. Its citizens and visitors just wear green-tinted glasses to avoid being blinded by the city’s brilliance.)
Picking out colors is, in essence, an exercise in core branding. You have to define your brand, its traits and what you want your audience to feel before you can choose a color palette. What story are you telling? What sets you apart in your industry? Who are you, and what do you stand for? Are you innovative and bold? Trustworthy and established? Playful and creative? Or, like “Wicked,” is your brand a study in contrasts? Your brand personality should drive your color choices.
You should also research your competitors’ color palettes — not to copy them but to understand the landscape and find opportunities to differentiate. If every company in your niche uses blue, maybe there’s an opportunity to stand out with a different color while maintaining professionalism.
When brand elements, including color, are chosen strategically and authentically, they have staying power.
Making color work for your brand.
Once you’ve outlined your brand’s essence and personality, you’re ready to explore a color palette. A complete brand palette typically includes:
- A primary color: your brand’s main color
- Secondary colors: supporting colors that complement your primary color
- Neutral colors: grays, whites or beiges for balance
- Accent colors: for calls-to-action and highlighting important elements
Your color palette should instantly communicate your brand’s core values and promise to customers. It should be immediately identifiable, and it should be unique to your brand. They don’t call it Tiffany Blue® or refer to the golden arches for no reason. True impact comes not from following the crowd but instead from embracing your specialness. In branding, as in Oz, that’s what really makes you popular.
Ready to find your brand’s signature colors? Let’s create your unforgettable visual story. Start the conversation.
