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Why colour at LEGO is never "just a choice" (and what we can learn from it)

How did a Danish carpenter conquer the world with just a few basic colours? Today is International LEGO Day, the perfect time to look beyond the bricks and at the brilliant marketing machine behind them.

LEGO speaks an emotional language without words. They don’t just communicate with slogans; they communicate through colour. At LEGO, colour isn't decoration, it’s a flawlessly executed strategy.

The Foundation: 94 Years of Vision

LEGO's success is no fluke. It began 94 years ago (1932) when Ole Kirk Christiansen made wooden toys. After a devastating factory fire, he pivoted to plastic. In 1958, the modern brick was patented. The fact that a brick from 1958 still clicks perfectly onto a brick made today is the ultimate proof of their greatest strength: extreme consistency.

Lesson 1: Consistency equals Recognizability

LEGO has used the same core colours for decades: bright red, bright yellow, royal blue, white, and black.

The Psychology: These primary colours radiate energy and optimism.
The Lesson: By never deviating from this palette, the colour became the brand. You recognize LEGO instantly, even without seeing a logo.

Lesson 2: Colour as Navigation (From Playroom to Boardroom)

How do you sell plastic bricks to both a toddler and a CEO? By adapting the colour palette. LEGO uses colour to help customers navigate:

LEGO Technic: Black, gray, and metallic with bright accents (orange/lime). This exudes complexity and engineering.
LEGO Friends: Pastels like lilac and mint green, creating a softer, narrative atmosphere.
Botanical Collection: Earthy tones like olive green and terracotta. These colours transform toys into lifestyle objects that complement a modern interior.

Lesson 3: The Power of Minimalism (Contrast)

Have you ever noticed the packaging for adults? It’s often stark black.

The Lesson: LEGO understands that their colourful product pops best against a calm background. Luxury is communicated through restraint. By using contrast, they increase the perceived value of the product.

Lesson 4: Nostalgia Meets Innovation

LEGO masterfully balances nostalgia and modernity. The classic colours resonate with parents, creating a sense of familiarity and fond memories. Meanwhile, contemporary shades like 'Coral' and 'Sand Green' align with current design trends. This approach allows LEGO to remain true to its roots while adapting and evolving with the times.

What can you learn from this today?

LEGO proves that colour isn't just a matter of taste; it’s a way to influence behaviour. Ask yourself these three questions today:

Is my use of colour consistent enough to be recognized without a logo?
Does my use of colour help the customer distinguish between my different services?
Does my colour palette still align with the evolution of my ideal customer?

Those who understand colour, influence behaviour, without saying a single word.

Happy International LEGO Day! Which “brick” will you be placing in your marketing today?

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