The Psychology of Colors in Marketing and Branding

1. The Psychology
of Colors in
Marketing and
Branding
Ahmed Ghoniem

2. Ahmed Ghoniem
Business Consultant | Entrepreneur
(+2) 0111863 4115
ahmedghoniem@ymail.com
LinkedIn: http://www.linkedin.com/in/ahmedghoniem
YouTube: https://www.youtube.com/user/ahmed0ghoniem/videos

3. Content
–- Psychology of Colors in Consumer Behavior
–- Misconceptions around the Psychology of Colors.
–- The Importance of Colors in Branding.
–- Brand Personality.
–- Dimensions of Brand Personality.
–- Colors Preferences by Gender.
–- Why We Love "Mocha" but Hate "Brown.
–- Types Of Logos

4. Psychology of Colors in Consumer Behavior
–* 84.7% of consumers cite color as the primary reason they buy a particular product
–* When people buy :
–93% look at Visual Appearance
–6% look at Texture
–1% decide on ( Sound)
–* People make a sub-conscious judgment about an environment or product within 90 second of
initial viewing.
–* Between 62% and 90% of that assessment is based on color alone.
–* 80% think color increase brand recognition

5. Misconceptions around the Psychology of
Colors
–Personal preference,
–Experiences,
–Upbringing,
–Cultural differences,
–Context, etc.

6. The Importance of Colors in Branding

8. Brand Personality
–* It's the feeling, mood, and image that your brand creates that play a role
in persuasion
–* The use of white to communicate Apple's love of clean, simple design
–* Green means calm & sometimes Green is used to brand environmental
issues such as Timberland
–* Without this context, choosing one color over another doesn't make
much sense, and there is very little evidence to support that 'orange' will
universally make people purchase a product more often than 'silver'.

9. Dimensions of Brand Personality

10. Colors Preferences by Gender

11. Colors Preferences by Gender

12. Colors Preferences by Gender

13. Colors Preferences by Gender

14. Let’s play

15. Here were the results:

16. Why We Love "Mocha" but Hate "Brown
–* Mocha was found to be significantly more likeable than Brown- despite the
fact that the researchers showed subjects the same color!
–* For instance, jelly beans with names such as razzmatazz were more likely
to be chosen than jelly beans names such as lemon yellow.
–("sky blue" over "light blue")
–* This effect was also found in non-food items such as Sweatshirts.

17. Types Of Logos

18. Types Of Logos

19. Types Of Logos

20. Types Of Logos

21. –Thank You