Colors and advertising


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Colors as a factor influencing the process of consumer decision makeing and how marketers are using colors in advertising.

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  • Liu, David and Lisa Westmoreland (2002). "Language of Advertising"
  • Colors and advertising

    1. 1. Colours & Advertisement<br />Students: Bader Al Mohammed<br /> Abdullah Al Shatti<br />
    2. 2. Advertising <br />is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service.<br />
    3. 3. Colours<br /> is the visual perceptual property corresponding in humans to the categories called red, yellow, blue and others<br />
    4. 4. The ability of the human eye to distinguish colors is based upon the varying sensitivity of different cells in the retina to light of different wavelengths, and those waves translated in the human brain which process and identify it for the eye.<br />Color perception is controlled by the human brain and not the eye<br />
    5. 5. Credit card companies know that good marketers know that there are subtle psychological cues that can help seal the deal.<br />e.g. One of the most common tactics used by credit card companies is the use of color branding. Take for example the new Visa Black card that we discussed earlier in the year.<br />
    6. 6. Visa Black Card<br />The new Visa Black card that made with carbon; it is limited to only 1% of U.S.<br />
    7. 7. “before” advertisements were generally darker, using shades of black and white, green and brown; in contrast, "after" advertisements used bright colors such as red, orange and yellow. <br />
    8. 8. The correlation between color and mood and attitude is clearly present in these ads, in which darker advertisements try to convey a problematic, sad or negative situation and brighter advertisements show the happiness and cheer that can be achieved once the problem has been solved.<br />
    9. 9. Most of companies advertise with bright colours in shapes or in background.<br />Bright colours in advertising grab the consumer’s attention faster<br />
    10. 10. IPod Nano Advertisement<br />Colourful iPod grabs more consumers attention <br />
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    13. 13. Color preference differ from target market to target market and also over time. Color preference is influenced by the concepts associated with each color. A society’s traditions have strong influence on this association and on the acceptance of color for various purposes, for example, blue for a boy and pink for a girl<br />
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    15. 15. Apple uses lime background in iPod advertisements<br />
    16. 16. Bright colors such as orange, red and yellow are inclined to influence the autonomous nervous system including the digestive system. <br />In experiments with animals it was found that red and yellow light stimulated hunger.<br />
    17. 17. Hungry?<br />
    18. 18. Human responses are for example 12% faster than normal under red lighting.<br />Different experiments also showed that warm colors like red are better attention-getters than cool colors such as green or blue.<br />
    19. 19. Yellow or white objects appear larger than red, green or blue objects. Products which have red packaging also appear to be heavier than packaging with other colors. That is why red clothing is not recommended for overweight people.<br />
    20. 20. Finally ,each color has a unique ability to influence and persuade consumers to react to buying a certain product. It is interesting to note how often bright colors like red are used in packaging and other promotional material.<br />
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    22. 22. Please feel free to ask<br /><br />Thanks,<br />