Colour Perception and Consumer Behaviour
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The document discusses how colour influences consumer behaviour and marketing. It provides examples of how different colours like red, yellow, blue, green, orange, pink, purple, black are perceived and can stimulate certain emotions. It also gives examples of how companies have successfully used colour in their branding and product packaging to influence sales and target certain demographics like Coca Cola switching to black packaging for Coke Zero to target males. Culture can influence colour meanings so marketers must be aware of this. Colour appropriateness is also important for products.
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Colour Perception and Consumer Behaviour
- 1. Colour and Consumer Behaviour
- 2. 80% of what we assimilate through the senses, is visual
- 4. Colour increases brand recognition by up to 80 percent.
- 5. 85 % of customers place colour as a reason to buy
- 6. Ads in colour are read up to 42% more often than the same ads in black and white. But sometimes black and white with a little bit of colour can be effective. Source: White, Jan V., Color for Impact, Strathmoor Press, April, 1997
- 7. Ideas about colour meanings and associations is often dependent on the culture we come from or live in. What may be a very positive colour in one culture may be the opposite in another, so marketers must be careful.
- 8. While we all may have a favourite colour, that doesn't mean we would buy certain products that were that colour. Colour appropriateness can be more important. For example, we expect coffee to be in an colour appropriate package.
- 9. Zero to Hero Colour Appropriateness When Coke introduced Coke Zero, they packaged it in a white can. Most diet drinks are in light coloured cans. But Coke was going after a male market. Typically males don't buy diet soda. The white coke zero was not selling. They changed the colour to black and Coke Zero sales increased 20%.
- 10. Apple brought colour to a category where colour had not been seen before with the colourful iMacs. The iMacs reinvigorated the brand
- 11. The Colour of Fast Food Reds, Yellows, Oranges. Why? They stimulate, make you eat fast, eat more, get in and get out!
- 12. Children Love Primary Colours
- 13. Children Love Primary Colours Any surprise about the colour of cereal packages?
- 14. Let’s look at Different Colours And how they may influence us
- 15. Red
- 16. Red Red increases heart rate and energy. It creates urgency as in sales; to Asians red is good luck and often associated with celebration
- 17. RedRed increases heart rate and energizes.
- 20. Red Gets the heart pumping It’s Love
- 21. Red and Violence
- 22. Red as an appetite stimulant - Fast Food
- 24. Yellow Yellow is optimistic, youthful. It grabs the attention of window shoppers The easiest color to visibly see.
- 28. Blue Blue may relax people. It is often the favourite colour regardless of cultural background. It is trustworthy, dependable and seen in business and banks; sometimes in environmental ads
- 29. Blue is cool and calm
- 30. Blue in Business and Banking
- 31. Blue in environmental ads
- 32. Blue Food Quick, think of as many blue foods as you can. Blue suppresses our appetite. Some diet plans even suggest using blue plates to help you eat less. Do these look tasty?
- 34. GREEN
- 35. Green can be about the environment, wealth or health It is easy to process and calming in stores If you think of TD, you think of green and probably this big green chair.
- 36. Green for Health
- 37. Green: Environment and Health
- 39. Orange Orange can be aggressive. It creates a call to action to subscribe, buy It can stimulate the appetite
- 41. Orange: Pay attention We match colours!
- 42. Orange for Junk Food Stimulates your appetite
- 45. Pink
- 46. Pink Pink can be romantic, feminine. It has an appeal to women and girls and issues related to their causes. Careful to avoid stereotyping
- 48. Pink passionate and sensual
- 52. Purple Purple can be passionate, childlike, royal or mysterious It can also soothe or calm Can be used in beauty and anti- aging
- 53. Purple Passion
- 55. Purple for Candy
- 57. Kids and Purple
- 59. Black Black can be cool and trendy and also dramatic, powerful and mysterious. It may be used to market luxury.
- 60. Black Sexy Dramatic Classy
- 61. Black Sexy Dramatic Expensive
- 62. Black Sexy Elite Expensive
- 64. Black Trendy, Hipster and a Parody
- 66. Bic for Her pens came out in 2012 Product Description: …”has an elegant design - just for Her! It features a thin barrel designed to fit a women's hand. It has a diamond engraved barrel for an elegant and unique feminine style. ” In pretty pastels: lavender and mint A backlash ensued with many amazon reviewers chiming in like this one: “Finally! For years I’ve had to rely on pencils, or at worst, a twig and some drops of my feminine blood to write down recipes (the only thing a lady should be writing ever),” one reviewer wrote. “I had despaired of ever being able to write down said recipes in a permanent manner, though my men-folk assured me that I ‘shouldn’t worry yer pretty little head.’ But, AT LAST! Bic, the great liberator, has released a womanly pen that my gentle baby hands can use without fear of unlady-like callouses and bruises. Thank you, Bic!” Ellen https://www.youtube.com/watch?v=eCyw3prIWhc Soft Pastel Colours For Her?