Colour increases brand recognition by up to 80 percent.
85 % of customers place colour as a reason to buy
Ads in colour are read up to 42% more often than the same ads
in black and white.
But sometimes black and white with a little bit of colour can be effective.
Source: White, Jan V., Color for Impact, Strathmoor Press, April, 1997
Ideas about colour meanings and associations is often dependent on
the culture we come from or live in. What may be a very positive
colour in one culture may be the opposite in another, so marketers
must be careful.
While we all may have a favourite colour, that doesn't mean we would buy
certain products that were that colour. Colour appropriateness can be more
important. For example, we expect coffee to be in an colour appropriate
Zero to Hero
When Coke introduced Coke Zero, they packaged it in
a white can. Most diet drinks are in light coloured
cans. But Coke was going after a male market.
Typically males don't buy diet soda. The white coke
zero was not selling. They changed the colour to
black and Coke Zero sales increased 20%.
Apple brought colour to a category where colour
had not been seen before with the colourful iMacs.
The iMacs reinvigorated the brand
The Colour of Fast Food
Reds, Yellows, Oranges. Why?
They stimulate, make you eat fast, eat more,
get in and get out!
Bic for Her pens came out in 2012
…”has an elegant design - just for Her! It features a
thin barrel designed to fit a women's hand. It has a
diamond engraved barrel for an elegant and unique
feminine style. ” In pretty pastels: lavender and mint
A backlash ensued with many amazon reviewers
chiming in like this one:
“Finally! For years I’ve had to rely on pencils, or at worst, a
twig and some drops of my feminine blood to write down
recipes (the only thing a lady should be writing ever),” one
reviewer wrote. “I had despaired of ever being able to
write down said recipes in a permanent manner, though
my men-folk assured me that I ‘shouldn’t worry yer pretty
little head.’ But, AT LAST! Bic, the great liberator, has
released a womanly pen that my gentle baby hands can
use without fear of unlady-like callouses and bruises.
Thank you, Bic!”
Soft Pastel Colours For Her?