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The power of colors updated
 

The power of colors updated

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Colors impact us physically, emotionally and guide our behavior.

Colors impact us physically, emotionally and guide our behavior.

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    The power of colors updated The power of colors updated Presentation Transcript

    • Color MattersColor affects you physicallyColor impacts marketingColor increases brand recognitionColor boosts memoryColor engages participationColor attracts attention
    • The Power of ColorsOne of the most interesting examples of color effects is Baker Millerpink- a color thats close to the bubble gum pink background color ofthis web page ( R:255, G:145, B:175) . Also known as: drunk tankpink," this color is used to calm violent prisoners in jails. Dr. Alexander Schauss, Ph.D.,director of the American Institute for Biosocial Research in Tacoma Washington, was the first to report the suppression of angry,antagonistic, and anxiety ridden behavior among prisoners: "Even ifa person tries to be angry or aggressive in the presence of pink, hecant. The heart muscles can’t race fast enough. It’s a tranquilizingcolor that saps your energy. Even the color-blind are tranquilized bypink rooms." (1) In spite of these powerful effects, there issubstantial evidence that these reactions are short term. Once thebody returns to a state of equilibrium, a prisoner may regress to aneven more agitated state.1. Morton Walker, The Power of Color, (New York, Avery Publishing Group, 1991), pp. 50-52
    • This room at the US Naval Correctional Facility in Seattle, Washington, wasthe first to be painted Baker-Miller pink (a.k.a. Schauss pink). Full spectrum fluorescent lights ensured that the color was not distorted. Courtesy Alexander Schauss.
    • Pink for peace? For one juvenile detention facility in Florida, its worth ashot. According to a research paper published in 1981, Baker-Miller pink, ashade which is "kind of like Pepto-Bismol, only deeper," was found to lower heart rate, pulse, and respiration.
    • The status of pink football locker rooms today: University of Hawaii associate head coach sawvisitor locker rooms at Iowa and Colorado State painted pink in the belief that the color madeplayers passive. Now the WAC has a rule that avisiting teams locker room can not be painteda different color than the home teams. In other words, it can be pink, black or any color of the rainbow, as long as both locker rooms are the same color. Source: Honolulu Star Bulletin 10/24/99
    • Color and MarketingResearch conducted by the secretariat of the Seoul International Color Expo 2004 :92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent.Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone. Source: CCICOLOR - Institute for Color ResearchResearch by the Henley Centre suggests 73% of purchasing decisions are now made in- store. Consequently, catching the shoppers eye and conveying information effectively are critical to successful sales.
    • Color and MarketingResearch conducted by the secretariat of the Seoul International Color Expo 2004 :92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent.Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone. Source: CCICOLOR - Institute for Color ResearchResearch by the Henley Centre suggests 73% of purchasing decisions are now made in- store. Consequently, catching the shoppers eye and conveying information effectively are critical to successful sales.
    • Color and Brand Identity1. Color increases brand recognition by up to 80 percent University of Loyola, Maryland study2. Heinz Color influences brand identity in a variety of ways. Consider Heinz Blastin Green ketchup. More than 10 million bottles were sold in the first seven months following its introduction. The result: $23 million in sales attributable to Heinz green ketchup [the highest sales increase in the brands history]. All because of a simple color change.3. Apple Computer Apple brought color into a marketplace where color had not been seen before. By introducing the colorful iMacs, Apple was the first to say, "It doesnt have to be beige". The iMacs reinvigorated a brand that had suffered $1.8 billion of losses in two years. (And now we have the colorful iPods.)
    • Color Increases MemoryPsychologists have documented that "living color" doesmore than appeal to the senses. It also boosts memoryfor scenes in the natural world.By hanging an extra "tag" of data on visual scenes,color helps us to process and store imagesmore efficiently than colorless (black and white)scenes, and to remember them better, too.Source: The findings were reported in the May 2002 issue of the Journal of Experimental Psychology: Learning,Memory and Cognition, published by the American Psychological Association (APA)"The Contributions of Color to Recognition Memory for Natural Scenes," Felix A. Wichmann, Max-Planck Institut fürBiologische Kybernetik and Oxford University; Lindsay T. Sharpe, Universität Tübingen and University of Newcastle; andKarl R. Gegenfurtner, Max-Plank Institut für Biologische Kybernetik and Justus-Liebig-Universität Giessen; Journal ofExperimental Psychology – Learning, Memory and Cognition, Vol 28. No.3., 5-May-2002
    • Color Engages and Increases ParticipationAds in color are read up to 42% moreoften than the same ads in black andwhite (as shown in study on phonedirectory ads).Source: White, Jan V., Color for Impact, Strathmoor Press, April, 1997
    • Color Attracts AttentionA colored image holds the attention for more thantwice as long as a black and white image. People cannot process every object within view atone time. Therefore, color can be used as a tool toemphasize or de-emphasize areas. A Midwestern insurance company used color tohighlight key information on their invoices. As aresult, they began receiving customer payments anaverage of 14 days earlier.
    • Additional Research92% Believe color presents an image of impressive quality90% Feel color can assist in attracting new customers90% Believe customers remember presentations anddocuments better when color is used83% Believe color makes them appear more successful81% Think color gives them a competitive edgeSource: Conducted by Xerox Corporation and International Communications Research from February 19,2003 to March 7, 2003, margin of error of +/- 3.1%.
    • Consider the color choices for:• Breakfast cereals• Cars• Clothing• Restaurants• Buildings’ exteriors and interiors• What else conveys status/feeling/concept with color?