Color importance in advertisement of a Product. Heinz ketchup Case study. Green catch up concept.Facts & source -CCICOLOR & Jan white

1. Colors can get your message across or get in the way.

2. PRINCIPLE OF ATTRACTION

3. HOW DO MANAGE TO
ATTRACT CUSTOMERS’ ATTENTION.

4. Grabbing consumer attention.
 Red Color grab more attention than other colors.
Showing Product Characteristics.
 E.g. _ Black conveys Elegance, Mystery and Power.
Consumer Targeting Abilities.
 E.g. Cool colors are prefered more by peoples of every age rather than warm
colors.
Convey the attitudes and moods you would like consumers to
associate with your products.
 E.g. Blue color associated with peace’’ Green associated with health.
And purple associated with Royality.
Choice of color in your Advertisements can influence
consumer feelings about your products or services.

5. 1Color improves Reading

6. Study on magazine readers found that they recognise full-
color ads 26% more often than black and white ads.
Color improves Memory

7. 84.7 %
Consumers cite
color as the
primary reason to
buy the product.
Source : CCICOLOR- Institute for Color Research
Primary Reason to Buy the Product

8. 80 % People
think color
increases brand
recognition.
Source : CCICOLOR- Institute for Color Research
Color and Brand Identity

9. CASE STUDY OF KETCHUP
Increase in sales just by adding different
colors to the product.

10. Green Ketchup
Concept
• In a marketing experiment in 2000 Heinz
changed their signature red color
ketchup from red to green.
• And sold over 10 million bottles in the
first 7 months.
• Resulting in $23 million in sales.
• At that time it was the highest sales
increase in brand’s history.

11. HEINZ EZ SQUIRT – GREEN KETCHUP
- WHY?
• Company’s “Child Focus Groups” indicated
children wanted to see the sauce in different
color.
• So a new product Heinz EZ Squirt came
bottled with a kid specialised ‘kid friendly ’
nozzle.
• But it wasn’t the packaging that caught the
media’s attention. It was the Coloring.

12. WEIRD-- ?
This is the power of Color in Branding.
What happen when you swap the colors of famous logos?

13. SUNESH
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