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The Power of Colour in Marketing


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The psychology of colour and its application by marketers is important. Understanding the psychological and biological aspects of colour are important in domestic and international marketing.

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The Power of Colour in Marketing

  1. 1. The Power of Colour in Marketing Overview
  2. 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. 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. 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. 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. 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%.
  7. 7. Heinz Brand • Campbells 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.
  8. 8. 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.
  9. 9. DuPont • DuPont™ manufacture commercial surfaces using timeless colours that can complement other nature- inspired design elements in todays 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.
  10. 10. Shoes of Prey • The journey to find the perfect women’s fashion shoe has been perfected by • Women can customise and order shoes online to suit their fashion taste in colour. • They understand psychology of colour and its application in fashion.
  11. 11. Colour in nature• Colour is Natures own powerful signalling system - the universal, non-verbal language.• Nature does not make mistakes with colour it always works in harmony.
  12. 12. 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.
  13. 13. Red - Physical Positive: extrovert, courage, strength, warmth, energy, basic survival, stimulation, masculinity, excitement. Negative: Defiance, aggression, visual impact, strain.
  14. 14. Blue - Intellectual Positive: communication, trust, efficiency, serenity, duty, logic, cool, reflection, calm. Negative: Cold, aloof, lack of emotion, unfriendly.
  15. 15. Yellow - Emotional Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity. Negative: Irrational, fear, emotional fragility, depression, anxiety, suicide.
  16. 16. Green - Balance Positive: Harmony, refreshing, universal love, restful, environmental, equilibrium, peace. Negative: Boredom, stagnate, blandness.
  17. 17. Violet - Spiritual Positive: Spiritual aware, vision, luxury, authenticity, truth, quality. Negative: Introverted, decadence, suppression, inferiority.
  18. 18. Orange - Positive Positive: Physical comfort, food, warmth, security, sensual, passion, abundance, fun. Negative: Deprivation, frustration, frivolity, immature.
  19. 19. Pink - Tranquillity Positive: tranquil, nurturing, warmth, feminine, love, sexuality, survival of the species. Negative: Inhibited, emotional claustrophobia, emasculation, physical weakness.
  20. 20. Grey - Neutral Positive: Psychological neutral. Negative: Lack of confidence, dampness, depression, hibernation, lack of energy.
  21. 21. Black Positive: Sophisticated, glamour, security, emotional safety, efficiency, robust. Negative: Oppression, coldness, menace, heaviness, evil, death
  22. 22. White Positive: Clean, pure, clarity, simplicity, sophistication, efficiency. Negative: Sterility, coldness, barriers, unfriendliness, elitism.
  23. 23. Brown Positive: Seriousness, warmth, Nature, earthiness, reliable, support. Negative: Lack of humour, heaviness, lack of sophistication.
  24. 24. 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.
  25. 25. You are welcome to contact Nigel Bairstow at B2BWhiteboard your source of B2B Asia / Pacificmarketing advice!/b2bwhiteboard