Power of Color in Marketing
Gulf University for Science and
The meaning of colors
Color in Psychology
Color in different genders
Color in different cultures
As you all know, color is part of perception.
Perception consists of exposure, attention
and interpretation. Other stimulus factors are
size, intensity, position, format, isolation, etc.
Why is color important ?
Color is a form of nonverbal communication.
Marketing Researchers have shown that color
increases brand identity, assists in memory,
increases a reader’s participation in ads, and
improve readership, learning, and
The Meaning of colors
Understanding the meaning of color aswell asthe culturaluse of color
and how colors interact isimportant
Color in Psychology
Chromotherapy or Color Therapy is the sciencethatuses the
colors to modify or to keep thevibrations of the body in a
frequency thatresults inhealth,welfare and harmony.
• Green -Energy of cleanliness, vase dilator and
• Yellow -Reactivator, purifier, and very useful
for the skin
• Red - Activates the circulation and nervous
• Blue - regenerator of muscle cells, nerves, skin
and circulatory system
• Violet -Relaxes the nerves. Heals infections
Favorite Color by Gender
When thisdataisexaminedfurther and filtersofgenderare applied,
someinterestingresults surface.The two piecharts below
represent favoritecolors ofeach gender.
Color in different Cultures
Sometimes colors create a physical
reaction and atother timesit is a
cultural reaction. Colors followtrends as
• China: Good luck, celebration
• India: Purity
• South Africa: Color of mourning
• Japan: symbolizes death
• India: unhappiness
• China: Death, mourning
• China: Immortality
• Iran: Color of heaven and spirituality
• China: Color for young boys
• Thailand: Bad luck, unhappiness, evil
• Australian Aboriginals: Color of the people
The Marketing Mix
Product : Color can affect products when
determining if they are real or fake. A product
that’s color doesn’t represent its true one, may
fail in the market; for example the iPod shuffle
from Apple’s colors are much sharper and easier
on the eyes – whereas the fake iPod shuffle ones
are much darker and not as attractive.
Place : Color determines the location of a place
and how its atmosphere is. For instance, fast food
places such as McDonalds are usually red, yellow
or orange. Giving you the impression to eat faster
and hurry up. Whereas, more classic restaurant
such as Le’Notre; have colder colors such as blue
and purple, giving the notion to stay and relax.
Promotion : In the past years, the word SALE
has been associated with the color red, but
now stores are using red price tags to attract
customers, even if there isn’t a sale.
Price: When it comes to clothing, color plays a
major effect in seasons. During the summer,
darker fabrics are cheaper whereas in winter,
they are expensive due to demand.
• Logo’s: Through time, companies have
changed their logo’s or rebranded – changing
a logo can be a risk, but some companies have
gone with it and changed it. Though the
companies in the upcoming slides have
changed and remained successful.
• IBM – Changed to blue to show that their
machines are strong and stable.
• Burgan bank – Added the orange stimulant to
show the demand for attention.
• Pizza Hut – The yellow strike shows the
relaxed atmosphere of the place.
• Burger King – Added the blue strike to
emphasize authority related to the word King.