Connecting, Synthesizing and Transforming

"Red is a powerful color in traditional Japanese society, representing strong emotions rather than ideas. As the color of the sun in Japanese culture and on the Japanese flag, red is the color of energy, vitality, heat, and power. Red also represents love and intimacy, including sexual desire and the life force and people's energy. For these cultural reasons, brides wearing red on their wedding day consider it a celebratory and strong color. Red envelopes with money in them are given on special occasions like weddings, baby births and New Year celebrations," writes Cassandra Mathers (2018, para. 3).

References:

Mathers, C. (June 25, 2018). What Is the Meaning of Color in Japanese Culture?. Synonym. https://classroom.synonym.com/what-is-the-meaning-of-color-in-japanese-culture-12081009.html

"Marketing colors like red can capture attention. The red color meaning is associated with excitement, passion, danger, energy, and action," writes Nicole Martins Ferreira. Red has been associated with many meanings throughout human history. Red was chosen as a brand color for BoxPark Sushi for the following reasons: 1. The significance of red in Japanese Culture, 2. The common appearance of red in traditional Japanese art, 3. It's attention-gaining qualities, and 4. the boldness of the color.

References:

Ferreira, N. M. (May 31, 2019).Color Psychology: How Color Meanings Affect Your Brand. Oberlo. https://www.oberlo.com/blog/color-psychology-color-meanings#:~:text=of%20Color%20Meanings-,Red%20Color%20Psychology,stand%20out%20on%20the%20shelf.

Color Name: Japanese Red

RGB: 244, 6, 45

CMYK: 0,100,88, 0

This brand color was inspired by fresh, uncooked salmon often found in favorite sushi dishes.

Though the color pink is often associated with femininity, the color was chosen for it's playfulness. Not only does this pink represent salmon, a common ingredient in sushi, pink is also a playful color that is not often used outside of feminine products.

References:

Ferreira, N. M. (May 31, 2019).Color Psychology: How Color Meanings Affect Your Brand. Oberlo. https://www.oberlo.com/blog/color-psychology-color-meanings#:~:text=of%20Color%20Meanings-,Red%20Color%20Psychology,stand%20out%20on%20the%20shelf.

Color Name: Salmon Pink

RGB: 252, 116, 109

CMYK: 0, 68, 50, 0

This brand color was pulled directly from the seaweed paper that holds sushi rolls together. However, green is a powerful color in Japanese culture where it represents nature, fertility snd growth. "As the color of nature, the Japanese word for green, midori, is also the word for vegetation. In addition, the color green represents youth and vitality, and the energy of growth," writes Cassandra Mathers

References:

Mathers, C. (June 25, 2018). What Is the Meaning of Color in Japanese Culture?. Synonym. https://classroom.synonym.com/what-is-the-meaning-of-color-in-japanese-culture-12081009.html

Green is a color that represents nature but more so, green has more psychological significance than nature. "Growth, fertility, health, and generosity are some of the positive color meanings for the color," explains Nicole Martins Ferreira (2019, para. 15).

References:

Ferreira, N. M. (May 31, 2019).Color Psychology: How Color Meanings Affect Your Brand. Oberlo. https://www.oberlo.com/blog/color-psychology-color-meanings#:~:text=of%20Color%20Meanings-,Red%20Color%20Psychology,stand%20out%20on%20the%20shelf.

Color Name: Seaweed

RGB: 55, 77, 37

CMYK: 73, 46, 96, 45

Being that Japan is an island, their culture is massively influenced by the ocean. Though blue was chosen for the brand to represent the ocean, Japanese culture has deeper meanings for the color. "Blue is also a color which represents purity and cleanliness in traditional Japanese culture, largely because of the vast stretches of blue water that surrounds the Japanese islands. As such, blue also represents calmness and stability," writes Cassandra Mathers.

References:

Mathers, C. (June 25, 2018). What Is the Meaning of Color in Japanese Culture?. Synonym. https://classroom.synonym.com/what-is-the-meaning-of-color-in-japanese-culture-12081009.html

"In color psychology, blue’s color meaning ties closely to the sea and the sky. Stability, harmony, peace, calm and trust are just some of the feelings your customer may feel about your brand when you integrate the color blue into your branding," explains Nicole Martins Ferreira. Being that BoxPark Sushi is a lunch spot, the vibe should be calm and serene. Blue is also the color of trust in branding. But more so, but was chosen as a brand color to represent the home of most sushi ingredients: the ocean. More specifically, this color represents the Sea of Japan.

References:

Ferreira, N. M. (May 31, 2019).Color Psychology: How Color Meanings Affect Your Brand. Oberlo. https://www.oberlo.com/blog/color-psychology-color-meanings#:~:text=of%20Color%20Meanings-,Red%20Color%20Psychology,stand%20out%20on%20the%20shelf.

Color Name: Sea of Japan

RGB: 24, 193, 164

CMYK: 71, 0, 47, 0

Though this color is not completely black, it holds the place of black. In actuality, the color is a very deep blue that represents the depths of the ocean and the darkness that is seen for fishing ships in the middle of the ocean. This deep, deep, dark blue represents the darkness at the depths of the ocean. "Black has also traditionally been a color of formality, and has increasingly come to represent elegance, with the growing popularity of Western conceptions of black-tie events," explains Cassandra Mathers (2018, para. 2).

References:

Mathers, C. (June 25, 2018). What Is the Meaning of Color in Japanese Culture?. Synonym. https://classroom.synonym.com/what-is-the-meaning-of-color-in-japanese-culture-12081009.html

Sophisicated brands often use black as a color. However, Black was too foreboding for BoxPark Sushi. Instead black was replaced with a very dark blue that could better fit the theme of the brand and the color palette. Blue is the color of trustworthiness as a brand color. But more so, black has dark meanings in Japanese culture and can be a polarizing color for brands.

References:

Ferreira, N. M. (May 31, 2019).Color Psychology: How Color Meanings Affect Your Brand. Oberlo. https://www.oberlo.com/blog/color-psychology-color-meanings#:~:text=of%20Color%20Meanings-,Red%20Color%20Psychology,stand%20out%20on%20the%20shelf.

Color Name: The Depths

RGB: 24, 193, 164

CMYK: 88, 79, 55, 72

"White has been an auspicious color in Japan for much of its history. White represents purity and cleanliness in traditional Japanese society, and is seen as a blessed color. Because of the sacred nature of the color, white is the color of weddings and other joyful life events, and appears on the Japanese flag," explains Cassandra Mathers (2018, para. 2). However, for the brand a warmer white was chosen. It nearly repsents a cream color. While avoiding the harshness of black, white was adjusted to better represent the brand. White can be a cold color, rather BoxPark Sushi is a warm and welcoming brand so warmness was added to the white.

References:

Mathers, C. (June 25, 2018). What Is the Meaning of Color in Japanese Culture?. Synonym. https://classroom.synonym.com/what-is-the-meaning-of-color-in-japanese-culture-12081009.html

"In color psychology, white showcases innocence, goodness, cleanliness, and humility. Keep in mind, that this is the meaning in North American culture. In some parts of the world, white has the opposite meaning. You’ll want to keep this in mind based on the target audience you serve. The color meaning for white also has a negative side where it symbolizes sterility and cold," writes Nicole Martins Ferreira.

References:

Ferreira, N. M. (May 31, 2019).Color Psychology: How Color Meanings Affect Your Brand. Oberlo. https://www.oberlo.com/blog/color-psychology-color-meanings#:~:text=of%20Color%20Meanings-,Red%20Color%20Psychology,stand%20out%20on%20the%20shelf.

Color Name: Warmest White

RGB: 255, 252, 228

CMYK: 0, 0, 11, 0