The Power of Colour in Marketing

Asia Pacific Marketing Institute
Asia Pacific Marketing InstituteAcademic Practitioner at Asia Pacific Marketing Institute
The Power of Colour in
            Marketing
               Overview
Colour Psychology
 • Colour is a meaningful constant for sighted
   people and is a powerful psychological tool.
   By using colour psychology, a marketer can
   send a positive or negative advertising
   messages, increase sales through
   innovative packaging design and create and
   change the ambience and mood of
   consumers.
How does colour psychology work
 • Colour is light, which
   travels to us in waves from
   the sun, on the same
   electro-magnetic spectrum
   as radio and television
   waves, microwaves, x-rays
   etc. Light is the only part of
   the spectrum that we can
   see, which perhaps
   explains why we take it
   less seriously than the
   invisible power of the other
   rays
Research
 • Research reveals people make a
   subconscious judgment about a person,
   environment, or product within 90 seconds
   of initial viewing and that between 62% and
   90% of that assessment is based on colour
   alone.

  Source: CCICOLOR - Institute for Colour Research
Research
 • Ads in colour are read up to 42% more often
   than the same ads in black and white (as
   shown in study on phone directory ads).

  Source: White, Jan V., Colour for Impact, Strathmore Press, April, 1997
Other Research
  92% Believe colour presents an image of impressive
  quality.
  90% Feel colour can assist in attracting new customers.
  90% Believe customers remember presentations and
  documents better when colour is used.
  83% Believe colour makes them appear more successful.
  81% Think colour gives them a competitive edge.
  76% Believe that the use of colour makes their business
  appear larger to clients.

  Source: Conducted by Xerox Corporation and International Communications Research
  from February 19, 2003 to March 7, 2003, margin of error of +/- 3.1%.
The Power of  Colour in Marketing
Heinz Brand
 • Campbell's soup have
   used the colours black,
   blue, yellow, gold, red and
   white.
 • The red projects
   excitement and warm and
   is eye catching at point of
   sale.
 • The white assists in
   projecting visual clarity.
Apple Brand
 • Apple’s multi coloured
   apple with a bite taken out
   off its right side, better
   known as the “rainbow
   apple”. It commemorates
   the discoveries of gravity
   (the apple) and the
   separation of light
   conducted by Sir Isaac
   Newton and possibly a
   tribute (brand myth) to the
   ‘fruit of the Tree of
   Knowledge’ in Adam and
   Eve’s story.
DuPont
 • DuPont™ manufacture
   commercial surfaces using
   timeless colours that can
   complement other nature-
   inspired design elements
   in today's therapeutic
   environments—and also
   deliver superior surface
   characteristics that are
   ideal for healthcare        Colour, textures and the materials that
                               reflect nature can all contribute to reducing
   environments.               stress and providing positive distractions.
Shoes of Prey
 • The journey to find the
   perfect women’s fashion
   shoe has been perfected
   by www.shoesofprey.com
 • Women can customise and
   order shoes online to suit
   their fashion taste in
   colour.
 • They understand
   psychology of colour and
   its application in fashion.
Colour in nature
• Colour is Nature's own
  powerful signalling system
  - the universal, non-verbal
  language.
• Nature does not make
  mistakes with colour it
  always works in harmony.
Colours of Nature
 • The Carrot originated some
   5000 years ago in Middle Asia
   around Afghanistan, and slowly
   spread into the Mediterranean
   area. The first carrots were
   mainly purple, with some white
   or black - not orange.
 • During the 17th century, Dutch
   growers cultivated orange
   carrots as a tribute to William of
   Orange – who lead the struggle
   for Dutch and thousands of
   years of yellow, white and
   purple carrots were wiped out.
Red - Physical

  Positive: extrovert, courage, strength,
  warmth, energy, basic survival, stimulation,
  masculinity, excitement.
  Negative: Defiance, aggression, visual
  impact, strain.
Blue - Intellectual

  Positive: communication, trust, efficiency,
  serenity, duty, logic, cool, reflection, calm.
  Negative: Cold, aloof, lack of emotion,
  unfriendly.
Yellow - Emotional

  Positive: Optimism, confidence, self-esteem,
  extraversion, emotional strength,
  friendliness, creativity.
  Negative: Irrational, fear, emotional fragility,
  depression, anxiety, suicide.
Green - Balance

  Positive: Harmony, refreshing, universal
  love, restful, environmental, equilibrium,
  peace.
  Negative: Boredom, stagnate, blandness.
Violet - Spiritual

   Positive: Spiritual aware, vision, luxury,
   authenticity, truth, quality.
   Negative: Introverted, decadence,
   suppression, inferiority.
Orange - Positive

  Positive: Physical comfort, food, warmth,
  security, sensual, passion, abundance, fun.
  Negative: Deprivation, frustration, frivolity,
  immature.
Pink - Tranquillity

  Positive: tranquil, nurturing, warmth,
  feminine, love, sexuality, survival of the
  species.
  Negative: Inhibited, emotional
  claustrophobia, emasculation, physical
  weakness.
Grey - Neutral

  Positive: Psychological neutral.
  Negative: Lack of confidence, dampness,
  depression, hibernation, lack of energy.
Black

  Positive: Sophisticated, glamour, security,
  emotional safety, efficiency, robust.
  Negative: Oppression, coldness, menace,
  heaviness, evil, death
White

  Positive: Clean, pure, clarity, simplicity,
  sophistication, efficiency.
  Negative: Sterility, coldness, barriers,
  unfriendliness, elitism.
Brown

  Positive: Seriousness, warmth, Nature,
  earthiness, reliable, support.
  Negative: Lack of humour, heaviness, lack
  of sophistication.
Summary
• Marketers should appreciate the impact of
  colour in communicating their product and
  service offerings.
• Colour can act as a point of differentiation
  for physical and/ or augmented product.
• Understanding the psychology of colour and
  how colour is created in the natural
  environment and interacts can assist in
  choosing colours that resonate with specific
  cultures and target markets.
You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice

http://www.linkedin.com/pub/nigel-bairstow/6/41b/726

http://twitter.com/#!/b2bwhiteboard
1 of 26

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The Power of Colour in Marketing

  • 1. The Power of Colour in Marketing Overview
  • 2. Colour Psychology • Colour is a meaningful constant for sighted people and is a powerful psychological tool. By using colour psychology, a marketer can send a positive or negative advertising messages, increase sales through innovative packaging design and create and change the ambience and mood of consumers.
  • 3. How does colour psychology work • Colour is light, which travels to us in waves from the sun, on the same electro-magnetic spectrum as radio and television waves, microwaves, x-rays etc. Light is the only part of the spectrum that we can see, which perhaps explains why we take it less seriously than the invisible power of the other rays
  • 4. Research • Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone. Source: CCICOLOR - Institute for Colour Research
  • 5. Research • Ads in colour are read up to 42% more often than the same ads in black and white (as shown in study on phone directory ads). Source: White, Jan V., Colour for Impact, Strathmore Press, April, 1997
  • 6. Other Research 92% Believe colour presents an image of impressive quality. 90% Feel colour can assist in attracting new customers. 90% Believe customers remember presentations and documents better when colour is used. 83% Believe colour makes them appear more successful. 81% Think colour gives them a competitive edge. 76% Believe that the use of colour makes their business appear larger to clients. Source: Conducted by Xerox Corporation and International Communications Research from February 19, 2003 to March 7, 2003, margin of error of +/- 3.1%.
  • 8. Heinz Brand • Campbell's soup have used the colours black, blue, yellow, gold, red and white. • The red projects excitement and warm and is eye catching at point of sale. • The white assists in projecting visual clarity.
  • 9. Apple Brand • Apple’s multi coloured apple with a bite taken out off its right side, better known as the “rainbow apple”. It commemorates the discoveries of gravity (the apple) and the separation of light conducted by Sir Isaac Newton and possibly a tribute (brand myth) to the ‘fruit of the Tree of Knowledge’ in Adam and Eve’s story.
  • 10. DuPont • DuPont™ manufacture commercial surfaces using timeless colours that can complement other nature- inspired design elements in today's therapeutic environments—and also deliver superior surface characteristics that are ideal for healthcare Colour, textures and the materials that reflect nature can all contribute to reducing environments. stress and providing positive distractions.
  • 11. Shoes of Prey • The journey to find the perfect women’s fashion shoe has been perfected by www.shoesofprey.com • Women can customise and order shoes online to suit their fashion taste in colour. • They understand psychology of colour and its application in fashion.
  • 12. Colour in nature • Colour is Nature's own powerful signalling system - the universal, non-verbal language. • Nature does not make mistakes with colour it always works in harmony.
  • 13. Colours of Nature • The Carrot originated some 5000 years ago in Middle Asia around Afghanistan, and slowly spread into the Mediterranean area. The first carrots were mainly purple, with some white or black - not orange. • During the 17th century, Dutch growers cultivated orange carrots as a tribute to William of Orange – who lead the struggle for Dutch and thousands of years of yellow, white and purple carrots were wiped out.
  • 14. Red - Physical Positive: extrovert, courage, strength, warmth, energy, basic survival, stimulation, masculinity, excitement. Negative: Defiance, aggression, visual impact, strain.
  • 15. Blue - Intellectual Positive: communication, trust, efficiency, serenity, duty, logic, cool, reflection, calm. Negative: Cold, aloof, lack of emotion, unfriendly.
  • 16. Yellow - Emotional Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity. Negative: Irrational, fear, emotional fragility, depression, anxiety, suicide.
  • 17. Green - Balance Positive: Harmony, refreshing, universal love, restful, environmental, equilibrium, peace. Negative: Boredom, stagnate, blandness.
  • 18. Violet - Spiritual Positive: Spiritual aware, vision, luxury, authenticity, truth, quality. Negative: Introverted, decadence, suppression, inferiority.
  • 19. Orange - Positive Positive: Physical comfort, food, warmth, security, sensual, passion, abundance, fun. Negative: Deprivation, frustration, frivolity, immature.
  • 20. Pink - Tranquillity Positive: tranquil, nurturing, warmth, feminine, love, sexuality, survival of the species. Negative: Inhibited, emotional claustrophobia, emasculation, physical weakness.
  • 21. Grey - Neutral Positive: Psychological neutral. Negative: Lack of confidence, dampness, depression, hibernation, lack of energy.
  • 22. Black Positive: Sophisticated, glamour, security, emotional safety, efficiency, robust. Negative: Oppression, coldness, menace, heaviness, evil, death
  • 23. White Positive: Clean, pure, clarity, simplicity, sophistication, efficiency. Negative: Sterility, coldness, barriers, unfriendliness, elitism.
  • 24. Brown Positive: Seriousness, warmth, Nature, earthiness, reliable, support. Negative: Lack of humour, heaviness, lack of sophistication.
  • 25. Summary • Marketers should appreciate the impact of colour in communicating their product and service offerings. • Colour can act as a point of differentiation for physical and/ or augmented product. • Understanding the psychology of colour and how colour is created in the natural environment and interacts can assist in choosing colours that resonate with specific cultures and target markets.
  • 26. You are welcome to contact Nigel Bairstow at B2B Whiteboard your source of B2B Asia / Pacific marketing advice http://www.linkedin.com/pub/nigel-bairstow/6/41b/726 http://twitter.com/#!/b2bwhiteboard