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Colour Perception and Consumer Behaviour

A bit about how colour influences consumer behaviour

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Colour Perception and Consumer Behaviour

  1. 1. Colour and Consumer Behaviour
  2. 2. 80% of what we assimilate through the senses, is visual
  3. 3. Colour is Emotional!
  4. 4. Colour increases brand recognition by up to 80 percent.
  5. 5. 85 % of customers place colour as a reason to buy
  6. 6. 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
  7. 7. 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.
  8. 8. 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 package.
  9. 9. Zero to Hero Colour Appropriateness 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%.
  10. 10. Apple brought colour to a category where colour had not been seen before with the colourful iMacs. The iMacs reinvigorated the brand
  11. 11. The Colour of Fast Food Reds, Yellows, Oranges. Why? They stimulate, make you eat fast, eat more, get in and get out!
  12. 12. Children Love Primary Colours
  13. 13. Children Love Primary Colours Any surprise about the colour of cereal packages?
  14. 14. Let’s look at Different Colours And how they may influence us
  15. 15. Red
  16. 16. Red Red increases heart rate and energy. It creates urgency as in sales; to Asians red is good luck and often associated with celebration
  17. 17. RedRed increases heart rate and energizes.
  18. 18. Red Passionate Hot Sexy Buy me!
  19. 19. Red Hot Sexy Kiss me!
  20. 20. Red Gets the heart pumping It’s Love
  21. 21. Red and Violence
  22. 22. Red as an appetite stimulant - Fast Food
  23. 23. http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/
  24. 24. Yellow Yellow is optimistic, youthful. It grabs the attention of window shoppers The easiest color to visibly see.
  25. 25. Yellow get’s noticed
  26. 26. Yellow Window Display
  27. 27. http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/
  28. 28. Blue Blue may relax people. It is often the favourite colour regardless of cultural background. It is trustworthy, dependable and seen in business and banks; sometimes in environmental ads
  29. 29. Blue is cool and calm
  30. 30. Blue in Business and Banking
  31. 31. Blue in environmental ads
  32. 32. Blue Food Quick, think of as many blue foods as you can. Blue suppresses our appetite. Some diet plans even suggest using blue plates to help you eat less. Do these look tasty?
  33. 33. Source: http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/
  34. 34. GREEN
  35. 35. Green can be about the environment, wealth or health It is easy to process and calming in stores If you think of TD, you think of green and probably this big green chair.
  36. 36. Green for Health
  37. 37. Green: Environment and Health
  38. 38. Source: http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/
  39. 39. Orange Orange can be aggressive. It creates a call to action to subscribe, buy It can stimulate the appetite
  40. 40. Orange: Pay attention We match colours!
  41. 41. Orange for Junk Food Stimulates your appetite
  42. 42. Stimulates your appetite
  43. 43. Source: http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/
  44. 44. Pink
  45. 45. Pink Pink can be romantic, feminine. It has an appeal to women and girls and issues related to their causes. Careful to avoid stereotyping
  46. 46. Pink passionate and sensual
  47. 47. Purple Purple can be passionate, childlike, royal or mysterious It can also soothe or calm Can be used in beauty and anti- aging
  48. 48. Purple Passion
  49. 49. Purple Passionate about Dark Chocolate
  50. 50. Purple for Candy
  51. 51. Purple Soothing Anti-aging
  52. 52. Kids and Purple
  53. 53. Source: http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/
  54. 54. Black Black can be cool and trendy and also dramatic, powerful and mysterious. It may be used to market luxury.
  55. 55. Black Sexy Dramatic Classy
  56. 56. Black Sexy Dramatic Expensive
  57. 57. Black Sexy Elite Expensive
  58. 58. Black Trendy, Hipster
  59. 59. Black Trendy, Hipster and a Parody
  60. 60. Source: http://www.thelogofactory.com/choosing-great-logo-colors-help-brand-selection/
  61. 61. Bic for Her pens came out in 2012 Product Description: …”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!” Ellen https://www.youtube.com/watch?v=eCyw3prIWhc Soft Pastel Colours For Her?
  62. 62. Source: https://thelogocompany.net/blog/infographics/psychology-color-logo-design/

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