“California style” Why CD Projekt RED used bright yellow in Cyberpunk 2077 marketing

CD Projekt RED became memorable for announcements made on bright yellow cards. An artist explained why this color was chosen

The marketing campaign for Cyberpunk 2077 and the delay announcements from CD Projekt RED were accompanied by a bright yellow color. It became a kind of meme in the Cyberpunk 2077 community.

Overall, Cyberpunk 2077 marketers managed to achieve their goal. Now, for many, the yellow color is firmly associated with the product from the Polish company CD Projekt RED.

CD Projekt RED environment artist Michał Janiszewski explained why that bright yellow color was chosen: “Most people, when they think of cyberpunk, imagine red and a bit of blue, but we wanted to have something new, something fresh; that's why we went with yellow. It's something new, it's like a ‘California style’”.

They also tried to integrate the color into the world of Cyberpunk 2077; for example, it can be spotted on clothing and in the city center.

Notably, other Polish companies took notice of the color's impact. There was a period when bright yellow was actively used in marketing.