colors in marketing how color can effect consumer behavior
TRANSCRIPT
Colors in MarketingColors in Marketing
How Color Can Effect Consumer Behavior
• Research reveals people make a Research reveals people make a subconscious judgment about a person, subconscious judgment about a person, environment, or product within 90 environment, or product within 90 seconds of initial viewing and that seconds of initial viewing and that between 62% and 90% of that assessment between 62% and 90% of that assessment is based on color alone.is based on color alone.
• Color increases brand recognition by Color increases brand recognition by up to 80 percentup to 80 percent
– For Example:For Example:
Heinz KetchupHeinz Ketchup
Consider the phenomenal success Heinz Consider the phenomenal success Heinz EZ Squirt Blastin' Green ketchup has had EZ Squirt Blastin' Green ketchup has had in the marketplace. More than 10 million in the marketplace. More than 10 million bottles were sold in the first seven months bottles were sold in the first seven months following its introduction, with Heinz following its introduction, with Heinz factories working 24 hours a day, seven factories working 24 hours a day, seven days a week to keep up with demand. The days a week to keep up with demand. The result: $23 million in sales attributable to result: $23 million in sales attributable to Heinz green ketchup [the highest sales Heinz green ketchup [the highest sales increase in the brand's history]. All increase in the brand's history]. All because of a simple color change.because of a simple color change.
Apple Computers
Apple brought color into a marketplace Apple brought color into a marketplace where color had not been seen before. By where color had not been seen before. By introducing the colorful iMacs, Apple was introducing the colorful iMacs, Apple was the first to say, "It doesn't have to be the first to say, "It doesn't have to be beige". The iMacs reinvigorated a brand beige". The iMacs reinvigorated a brand that had suffered $1.8 billion of losses in that had suffered $1.8 billion of losses in two years. (And now wetwo years. (And now we have the colorful iPods.)
• Ads in color are read up to 42% more often Ads in color are read up to 42% more often than the same ads in black and white (as than the same ads in black and white (as shown in study on phone directory ads). shown in study on phone directory ads).
• Tests indicate that a black and white image Tests indicate that a black and white image may sustain interest for less than two-thirds may sustain interest for less than two-thirds a second, whereas a colored image may hold a second, whereas a colored image may hold the attention for two seconds or more. (A the attention for two seconds or more. (A product has one-twentieth of a second to halt product has one-twentieth of a second to halt the customer's attention on a shelf or the customer's attention on a shelf or display.) display.)
• People cannot process every object People cannot process every object within view at one time. Therefore, within view at one time. Therefore, color can be used as a tool to color can be used as a tool to emphasize or de-emphasize areas.emphasize or de-emphasize areas.
• A Midwestern insurance company A Midwestern insurance company used color to highlight key information used color to highlight key information on their invoices. As a result, they on their invoices. As a result, they began receiving customer payments an began receiving customer payments an average of 14 days earlier.average of 14 days earlier.
• 92% Believe color presents an image of 92% Believe color presents an image of impressive qualityimpressive quality
• 90% Feel color can assist in attracting new 90% Feel color can assist in attracting new customerscustomers
• 90% Believe customers remember presentations 90% Believe customers remember presentations and documents better when color is usedand documents better when color is used
• 83% Believe color makes them appear more 83% Believe color makes them appear more successfulsuccessful
• 81% Think color gives them a competitive edge81% Think color gives them a competitive edge
• 76% Believe that the use of color makes their 76% Believe that the use of color makes their business appear larger to clientsbusiness appear larger to clients
How Does Color Affect You?
• The following slides will display common colors. As they appear, write down on a piece of paper words that suggest its meaning. Use adjectives that describe how the color makes you feel.
• Black is the color of authority and power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless.
• Use the color black to convey elegance, sophistication, or perhaps a touch of mystery.
• Black works well with bright, jewel-toned shades of red, blue, and green.
• Black is the ultimate dark color and makes lighter colors such as yellow really pop out. Photographs often look brighter against a black background.
White
• Doctors and nurses wear white to imply sterility. In most Western countries white is the color for brides.
• In most cases white is seen as a neutral background.
• Use white to signify cleanliness or purity or softness. Some neutral beige, ivory and creams carry the same attributes as white but are more subdued, less brilliant than plain white.
BrownBrown
• Brown represents wholesomeness and earthiness. Use brown to convey a feeling of warmth, honesty and wholesomeness.
• Shades of brown coupled with green are often used to convey the concept of recycling or earth-friendly products. Light brown implies genuineness while dark brown is similar to wood or leather. Brown can also be sad and wistful.
COLOR SYMBOLISM - INFLUENTIAL FACTORS
1. The specific shade (variation) of a color
Dark and light shades of any color convey completely different meanings. For example, pink (light red) loses all of red's associations with energy and takes on new connotations of tenderness and sweetness. Likewise, dark blue is dignified and authoritative, sky blue is ethereal and softer.
2. The quantity and placement of the color
Colors deliver the most powerful symbolism when used in large areas
Symbolism and Emotions Topics
• 3. The shape or object the color occupies
• Symbolism becomes more complex when a color is used in combination with a basic shape.
• 4. The Color combination
• Colors take on new meaning when combined with other colors. For example, red and green are the colors of Christmas in Western cultures.
• Red is power• The most emotionally intense color, red
stimulates a faster heartbeat and breathing
• It is also the color of love• Use red to grab attention and to get
people to take action• Use red to suggest speed combined with
confidence and perhaps even a dash of danger
• Red is often used in restaurant decorating schemes because it is an appetite stimulant
Pink
• The most romantic color is pink and can be tranquilizing. Sports teams sometimes paint the locker rooms used by opposing teams bright pink so their opponents will lose energy. Studies have shown that large amounts of pink can create physical weakness in people.
• Both red and pink denote love but while red is hot passion, pink is romantic and charming.
• Use pink to convey playfulness or tenderness. Add strength with darker shades of pinks and purple and burgundy.
Blue
• Blue is one of the most popular colors. It causes the opposite reaction as red.
• Peaceful, tranquil blue causes the body to produce calming chemicals.
• Blue conveys importance and confidence. Long considered a corporate color, blue, especially darker blue, is associated with intelligence, stability, unity, and conservatism.
• Blue is often used to decorate offices because research has shown that people are more productive in blue rooms.
• Blue is one of the most popular colors, but it is one of the least appetizing. Some weight loss plans even recommend eating your food off of a blue plate. Blue rarely occurs naturally in food aside from blueberries and some plums. Also, humans are geared to avoid foods that are poisonous and blue coloring in food is often a sign of spoilage or poison.
• Blue can also lower the pulse rate and body temperature.
• Green symbolizes nature• It is the easiest color on the eye and can improve
vision. • It is a calming, refreshing color • Hospitals often use green because it relaxes patients. • Dark green is masculine, conservative and implies
wealth. • With both a warming and cooling effect, green denotes
balance, harmony, and stability. Use several shades of green for a fresh, springtime feel.
• Green is thought to relieve stress and help heal• Those who have a green work environment
experience fewer stomachaches.
Yellow
• Cheerful sunny yellow is an attention getter. While it is considered an optimistic color, people lose their tempers more often in yellow rooms, and babies will cry more. It is the most difficult color for the eye to take in, so it can be overpowering if overused.
• Yellow enhances concentration, hence its use for legal pads. It also speeds metabolism.
• Although it can work as the primary color, yellow often works best as a companion to other colors. Use bright yellow to create excitement when red or orange may be too strong or too dark. Yellow can be perky. Use yellow to perk up a more subdued cool palette of blues and grays.
• Use lemon yellow with orange to carry out a healthy, summery, citrus theme. Very pale yellows can work as neutrals alongside darker or richer colors. Yellow and blue are a high contrast, eye-popping combination. Mix yellow with neutral gray and a dash of black for a high-tech look.
Purple
• The color of royalty, purple connotes luxury, wealth, and sophistication. It is also feminine and romantic. However, because it is rare in nature, purple can appear artificial.
• Deep or bright purples suggest riches while lighter purples are more romantic and delicate. Use redder purples for a warmer color scheme or the bluer purples to cool down.
• A deep eggplant purple with neutral tans or beige is an earthy, conservative color combination with a touch of the mystery that purple provides. Green and purple can be a striking combination in deep or bright jewel tones or use lighter shades for a cheerful, spring like feel. Pink and purple has feminine appeal.
Gold
• The color gold is associated with wealth and prosperity. Add a small amount of metallic gold ink to a project for a special, rich touch. Bright gold catches the eye while darker subdued shades of gold lend richness and warmth.
Orange
• As a warm color orange is a stimulant - stimulating the emotions and even the appetite.
• If you want to get noticed without screaming, consider the color orange, it demands attention. The softer oranges such as peach are friendlier, more soothing.
• Orange really pops with a medium blue. Red, yellow, and orange can be a fiery hot combination or, in tamer shades, a fresh, fruity experience. Make it tropical by pairing it with green.
• Orange is often synonymous with autumn yet the brighter oranges are a summer color. Orange is mentally stimulating as well as sociable. Use it to get people thinking or to get them talking.
•Market researchers have also determined that color affects shopping habits.
•Impulse shoppers respond best to red-orange, black and royal blue. •Shoppers who plan and stick to budgets respond best to pink, teal, light blue and navy. •Traditionalists respond to pastels - pink, rose, sky blue.
Want to test some of this out?
Jaguar (http://www.jaguar.com)
Volkswagon Microbus (http://www.vw.com/microbus/)
Jaguar markets to people with high incomes who view themselves as sophisticated and look for a prestigious vehicle.
