Ferrari Red: How It Became the Iconic Color of the Brand?

Avarage- 5 Min Read

What comes to mind when you’re asked to draw a picture of a Ferrari? Most people would sketch a red sports car because it’s the most iconic representation of the brand. In fact, the red color is so well-known that it’s often called “Ferrari Red.” But why do we instinctively associate the color red with Ferrari?

Color plays a crucial role in distinguishing a brand from its competitors. Different colors evoke different emotions and psychological responses.

For example, many fast-food chains use red in their logos, as shown in the graph below But why? The red color is known to increase heart rate and stimulate appetite, which encourages people to make purchases. These companies leverage the color to instinctively affect customers’ purchase.

Color is a powerful strategic tool in business and branding. Today, let’s explore how Ferrari has utilized color in its branding strategy.

Ferrari’s color strategy

Each year, Brand Finance releases the Brand Finance Global 500 ranking, which evaluates the world’s most powerful brands. Ferrari secured the top spot for brand strength in both 2019 and 2020, demonstrating its position as an industry leader.

To maintain this position, their color strategy plays a crucial role; it’s known that red naturally grabs attention more than other colors. When a red Ferrari appears on the road, it stands out. This psychological effect is a powerful branding tool.

However, the company’s signature red, officially known as Rosso Corsa (meaning “Racing Red” in Italian), represents more than just a color. It embodies Ferrari’s heritage and its ambition to be the symbol of the Italian automobile industry.

While Ferrari also offers cars in blue, yellow, and other shades, most buyers choose red probably because red has become synonymous with Ferrari. It’s the brand’s symbol which is universally recognized.

In the 1990s, surprisingly, 85% of Ferraris sold were red. This phenomenon can be explained by the psychological impact of color. Some studies show that 93% of purchase decisions are influenced by visual appearance, and 84% of buyers cite color as the primary factor in their choice. Ferrari’s signature red is not just a color. It’s an identity, drawing people in with its bold and powerful presence. The widely recognized color strongly influences purchase decisions.

One study further illustrates how color shapes perception. In an experiment, workers were given either a yellow or a green pencil. A week later, most workers preferred the yellow one, claiming it was easier to use and sharpen. In reality, both pencils were identical in quality; the only difference was the color. Yet, yellow had become the standard. In fact, yellow pencils have been the best-selling choice for over 150 years.

Similarly, Ferrari’s red has become instinctively associated with the brand’s best and most desirable models. But how did this happen?

Ferrari’s Busiess Decision

Ferrari was born from the dream of its founder, Enzo Ferrari: to win races. To fulfill this vision, the company has continuously pushed the boundaries of automotive innovation. The expertise gained from developing race cars translates into the production of Ferrari’s road cars.

This dream aligns perfectly with the psychology of the color red, which symbolizes excitement, passion, and energy. By combining the emotional impact of color with a company’s core identity, businesses can enhance their brand recognition and market appeal by up to 80%, which is shown in a university’s research. In Ferrari’s case, the passion for racing and the power of red reinforce each other, creating an unforgettable brand image.

Ferrari’s vision goes beyond simply selling cars; their primary motivation is winning races. This ambition has expanded their strategic options, allowing them to build a brand that transcends the automotive industry.

Enzo Ferrari once famously said, “Ferrari will always deliver one car less than the market demand.” This philosophy has helped Ferrari maintain its exclusive status and industry leadership for decades. While selling cars is an essential part of their business, it is not their ultimate goal—winning races is.

As shown in the graph below, Ferrari’s success in Formula 1 creates a compelling narrative for customers. Each victory strengthens the brand’s legacy and attracts more fans. However, because Ferrari limits production, the gap between the number of fans and the number of cars available creates a sense of rarity. This scarcity enhances Ferrari’s brand value, boosting its position as one of the strongest and most desirable brands in the world.

As we discussed in this post, the psychological impact of colors can play a powerful role in shaping business strategies. When used effectively, colors can strengthen brand identity, making a company instantly recognizable. Ferrari has masterfully utilized the color red to embody its brand philosophy.

However, Ferrari Red became synonymous with the brand through decades of success. While we now see its impact on the industry, no one could have predicted its significance at the time of Ferrari’s founding. This highlights an important lesson: marketing strategies may not always guarantee immediate success, but they can create lasting value over time.

By studying these business successes, you can apply similar insights to your own strategies. Let’s continue learning together on this blog!