Consistent use of color is one of the easiest — and most effective — ways to break through marketing clutter. To rise above the noise. To be a visible needle in a haystack of competing communications.
Why blue?
Blue is an integral part of the Walmart visual identity. It’s also the most popular color of the spectrum and suggests authority, dignity, security, stability, heritage, and trust.
Blue also communicates image attributes like friendly, approachable, reliable, and trustworthy. Makes a lot of sense, doesn’t it? All very Walmart.
Certain shades of blue
can suggest different
but complementary and appealing traits. Darker blues? Tradition and quality. Brighter blues? Innovation or technology.
Blue can also signal "fresh” and it combines well with other colors (green, orange, yellow). Combining these colors communicate other Walmart traits such as low cost, natural, organic, and others.