The strategic use of colour

Diablo-sandpaper

This piece of Diablo sandpaper (made in Switzerland) is a WONDERFUL example of the strategic use of one colour to defend their brand position.

Diablo uses the colour red to distance the brand far away from all the other brown (wood) and grey (metal) sand-paper options out there (mostly from China).

The brand also uses the same red for all their cutting tools - making it easy for users to connect “the dots” and to help reinforce brand loyalty: it quickly sorts the world into two piles: a small one with the correct red Diablo parts in it, and a very large one with everything else in the world in it.

Simple + brilliant.