Marketing in Color!
Shannan DuShane | September 12, 2016
For most
individuals we see colors around us every day, all day long, everything is a
shade of this or hue of the familiar color we’ve seen our entire lives. But have
you ever thought how those colors affect how you perceive or feel about a
specific product or service? How a
different color can make you feel over another color of the same object, why
you choose the blue bear over the red, or the yellow vehicle over the black?
Colors play a major role in your daily perspective of both personal buying and
business brands, and each one of us have had different experiences, so it goes
without saying the affect would be wide ranged as well. When we take in to
perspective, logo’s and branding, most companies will take color into heavy
consideration depending on geography and demographics of their audience. That’s
why you don’t see many pink logos for vehicles and a lot of brands for nature/outdoors
using greens – everything relates to your target audience, and relative to your
brand.
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| Image Credit: The Logo Company |
We’ve all heard the un-original
cliché – a picture is worth a thousand words,” well if you were a travel firm
would you have a green and brown logo that’s dark or would you use bring
vibrant colors with images of travel to attract the right following for your
business. Images say it all – so use that to your advantage and take control of
your professional image and keep it in front of people, get that brand
recognition, and while your logo is super important and the basis of your
identity, the color of your logo are always noticed before anything else, so
don’t go changing it every month- that is unless you have a great brand
recognition like Coke or Pepsi who can get away with that.
Color psychology is the study of hues as a determinant of
human behavior. Color influences perceptions that are not
obvious, such as the taste of food. Colors can also enhance the effectiveness of
placebos. (Wikipedia)
Colors can affect every industry from
farming to pharmaceutical products and services and while there is no solid
evidence that white vehicles will sell better than green, or McDonalds is
better because their hue of yellow, but when you consider male versus female
and age you can normally get a better grip on what they would probably purchase
with industry standards.
Every person has a trigger; whether they
know it or not; the trigger can be result of a past event or action or how they
perceive that color in relation to the brand. In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of
snap judgments made about products can be based on color alone (depending on
the product). Additional research has shown that there is a real connection between the use of colors and
customers' perceptions of a brand's personality, and while no one can tell you
what color to use for your brand and marketing, do your research and know how
the colors make your audience feel and perceive the industry you
represent. That single concept that you
market to the world can tell your story, even a small logo with a single color
can yield a lot of information about your profession.
Marketing research indicates that over 80% of visual
information is related to color. In other words, color conveys information
and/or provides the user with some other operational benefit. Think about your
own habits, what persuades you over another candy bar the name or color of the
packaging? Have you noticed that generic companies are starting to use the like
similar packaging as the name brand in the grocery stores, ever wonder why?
They know the larger companies already have half the work done so why not go
with what works and catch the eye of the unsuspecting shopper.
In 2000, Glasgow installed blue street lighting in
certain neighborhoods and subsequently reported the anecdotal finding of
reduced crime in these areas. (Wikipedia)
When you really get down to it, there are no right or wrong colors to use,
it depends on your research and audience – who is looking to buy your product. I
know that when I am out shopping and there are two products of likeness, I’m
likely to pick up the one that has the more eye-catching visual affects to it –
why do I do that? Color is persuasion!
So take a trip to the mall and see what catches your eye and what about that
persuades you to buy or to avoid the results might surprise you. Happy
shopping!
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