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Application of Color Theory in Marketing

  1. 1. A Seminar on Application of ColorTheory in Marketing Submitted to Dr. GurdeepSingh Department of Applied Management University Institute of Engineering &Technology, Panjab University
  2. 2. PERSUASION Color psychology theory is very much related to persuasion , but most of today’s conventions on colors consist of hunches and anecdotal evidence.
  3. 3. MISCONCEPTIONS Personal preferences, experiences, cultural differences or contexts diminish the effects individual colors have on people. The theory that colors invoke specific emotions is as accurate as readingTarot cards.
  4. 4. WHAT EACH COLOR MEANS? First, let’s start with some interesting facts about colors:
  5. 5. COLORS & EMOTIONS • RED: passion, anger, stop, battle, love, blood • YELLOW: joy, intellect, cowardice, intellect, youth • WHITE: perfection, clean, purity, virtue, peace • GREEN: fertility, money, health, success, growth, jealousy, environment friendly • BLUE: royalty, richness, perfection, peace, cool, calm • PURPLE: royalty, wisdom, spirituality, imagination • BLACK: fear, negativity, death, evil, secrecy • GREY: neutrality, uncommitted, uncertain
  6. 6. RED Motivates us to take action Means: passion, courage, energizing, pioneering spirit, leadership Opposite: angry, nervous Fun facts: •Red means “beautiful” in Russian. •Chinese brides often wear red wedding gowns for good luck. •It is King’s color – represents the highest ranks and positions of officials.
  7. 7. ORANGE It is the color of social communication and optimism and relates to instinct reactions. It represents strong emotions, radiates warmth and energy Opposite meaning: pessimism and superficiality Fun facts: •During the Elizabethan era in English history, only nobility were allowed to wear orange clothing. •Frank Sinatra once said: “Orange is the happiest color.”
  8. 8. YELLOW It is the color of the mind, intellect, acquired knowledge. Represents: optimism, cheerful, fun, uplifting Opposite: impatience, criticism, cowardice Fun facts: •In Japan yellow means courage •In Egypt it is used for mourning
  9. 9. GREEN It means balance, growth, harmony, nature, youth. It is an emotional positive color which relates to counselor, the good listener, the worker. Opposite: possessive and materialistic. Fun facts: •Green is often used as a symbol of sickness •Before 1950’s Santa’s suit was green •It was a sacred color in Ancient Egypt
  10. 10. BLUE Color blue denotes reliability, responsibility, trust, honesty, loyalty, peace and tranquility Opposite: inflexible and nostalgic Fun facts: •In Ancient Rome blue was worn by the servants •In India blue is thought to bring bad luck •Owls are the only birds who can see the color blue
  11. 11. PURPLE It is the color of imagination, spirituality and harmony. It represents the future, encourages creativity, inspiration and originality. Opposite: depression Fun facts: •February is the month associated with purple •Amethyst is the best known purple precious stone in the world •Purple denotes virtue and faith in Egypt
  12. 12. Now that we found out what is the meaning of every color, let’s see some insights on how they play a role in persuasion: 1. Color preferences by gender 2. Color branding
  13. 13. A helpful insight that you should consider in your branding process is color preferences by GENDER
  14. 14. COLORS & GENDER (1) • Khouw (2002) found that men were more tolerant of gray, white or black than women, and that women reacted to the combinations of red and blue more frequently, and got confused and distracted more than men. • It was also found that the combination of red and blue was the most preferred color by adults. • These results suggest that there are gender differences in the perception of color. • True, the subject’s impressions of color seemed to be more subtle and effected not just by the coolness or warmness of the color palette, but also by the calibration of value, chroma, and contrast used in the interiors (Khouw, 2002). SOURCE: Kissmetrics
  15. 15. COLORS & GENDER (2) Joe Hallock’s Colour Assignments MEN’S FAVOURITE WOMEN’S FAVOURITE
  16. 16. COLORS & GENDER (3) Joe Hallock’s Colour Assignments MEN’S LEAST FAVOURITE WOMEN’S LEAST FAVOURITE
  17. 17. COLORS & GENDER (4)
  18. 18. COLOR BRANDING (1) Color branding is one of the most important issues relating color perception.
  19. 19. COLOR BRANDING (2) • Messaging patterns revealed that colors play an important role in purchases and branding. 90% of snap judgments made about products are solely based on colors. There are five core dimensions that have a role in a brand’s personality, that are vital to consider: • Sincerity - domestic, honest, genuine, cheerful • Excitement – daring, spirited, imaginative, up-to-date • Competence – reliable, responsible, dependable, efficient • Sophistication – glamorous, presentation, charming, romantic • Ruggedness – tough, strong, outdoorsy, rugged
  20. 20. COLOR BRANDING (3)
  21. 21. COLOR & RESTAURANT • The red color stimulates appetite because of its effect on our metabolism, making red a popular color choice among fast-food restaurants. • The yellow color is also employed by fast-food moguls to hijack customers’ interests – they gain customers’ attention, increase their appetite, and encourage them to eat.This is the best way for fast-food companies to generate sales. • By contrast, formal restaurants use blue color to calm and relax their customers.This comforting state is expected to increase the likelihood of the customers lingering longer. Longer stays may correspond to larger meals, more wine, coffee, or desserts, and; therefore, more sales.This is an important strategy for formal restaurants to increase their sales.Although blue is linked to a calm state (Kido, 2000), its excessive use can be an appetite suppressant! Indeed, such an outcome is not desirable by formal restaurants.
  22. 22. COLOR & WAITINGTIME • Colors influence the perception of the passage of time. • Time seems to pass slowly and objects seem larger and heavier under a red light. • On the contrary, time seems to pass quite quickly and objects seem smaller and lighter under blue light. • Casinos take advantage of this principle – they use red color lighting to get their customers excited while making them feel that they are not wasting a lot of time in the casino.
  23. 23. COLOR & BRANDS (1) • Colors evoke brands. • Whether it is Heineken’s distinct green label, Coca- cola’s red, Shell’s yellow, or Cadbury’s purple, all have different color values to different consumers.
  24. 24. COLOR & BRANDS (2) • The high importance placed on color is an acknowledgment of manufacturers’ understanding that color has strong emotional loading, able to prompt a swifter response to packaging than either the written work or imagery . • Holograms and metallic colored packaging onColgate toothpastes entice consumers to choose their toothpaste over Proctor & Gamble’s.
  26. 26. FACEBOOK BLUE denotes the communication, globalism, and dependability. Blue being a cool and soothing color is appropriate for a social networking site. SILVER denotes prestige, wealth, & mental telepathy. GREEN denotes youth and harmony.
  27. 27. GOOGLE BLUE denotes the communication, globalism, and dependability. SILVER denotes prestige, wealth, & mental telepathy. BROWN is honest, genuine and sincere. It relates to the hardworking, the industrious and reliable. It is a practical and sensible color which implies common sense. It hides the dirt!
  28. 28. FLICKR BLUE denotes the communication, globalism, and dependability. Blue being a cool and soothing color is appropriate for a social networking site. SILVER denotes prestige, wealth, & mental telepathy. PINK denotes creativity, charm, & tenderness.
  29. 29. LINKEDIN BLUE denotes the communication, globalism, and dependability. SILVER denotes prestige, wealth, & mental telepathy. YELLOW denotes mind, acquired knowledge, optimism. The follow button is yellow.
  30. 30. DOES SIMPLY CHANGING COLOR OF A BUTTON MAKE A DIFFERENCETO CONVERSION RATES? (1) • Green connotes ideas like “natural” and “environment,” and given its wide use in traffic lights, suggests the idea of “Go” or forward movement. • The color red, on the other hand, is often thought to communicate excitement, passion, blood, and warning. It is also used as the color for stopping at traffic lights. Red is also known to be eye-catching. • Performable (now HubSpot) conducted anA/B test. • They guessed that Green, the more friendly color would win.
  31. 31. DOES SIMPLY CHANGING COLOR OF A BUTTON MAKE A DIFFERENCETO CONVERSION RATES? (2) 21% more people clicked on the red button than on the green button. Everything else on the pages was the same, so it was only the button color that made this difference.
  32. 32. DOES SIMPLY CHANGING COLOR OF A BUTTON MAKE A DIFFERENCETO CONVERSION RATES? (3) • CONCLUSION: • The button change to red boosted conversions by 21 percent, but that doesn’t mean that red holds some sort of magic power to get people to take action. • It’s obvious that the rest of the page is geared toward a green palette, which means a green call to action simply blends in with the surroundings. Red, meanwhile, provides a stark visual contrast (and is a complementary color to green).