Color and Marketing

Is there a connection?

By Lynne KlinglerBAS 400

Boise State University

Why this Topic?

• Small business

• Interested

• Marketable

• Why not?

Question:

Does color really matter to a business?

Overview

• Benefits• Goals of Color• Products and color• Conclusion

• The human eye can see millions of colors. The colors we see can affect our interactions with the things around us.

• Colors can affect our emotions, reactions, appetite and health as well as how we perceive things and how we spend our money.

Benefits

UX Designer at yugenelee.com

Psychologists have suggested that color impression can account for 60% of the acceptance or rejection of a product or service.

As noted in a study by Lev-Wiesel (2000):

“Different colors evoke specific cognitive and emotional associations in

the individual (Exner, 1980). Cognitive responses involve remembering

objects, situations, and events associated with a particular color… People

may be drawn to a certain color, or feel aversion or ambivalence without

understanding why (p. 2).”

Lev-Wiesel, R. (2000). The self-revelation through color technique: understanding clients’

relations with significant others, silent language, and defense mechanisms through the

use of color. American Journal of Art Therapy, 39(2), 35.

Color Theory• Emotions

• Moods

• Meanings

• Personalities

• Preferences

• Healing

• Spiritual

RedEnergy, vitality, power, increases

heart rate and breathing, a call to action, provokes anger and

aggression, increases metabolism, infers shame, battle, warning, adventure, optimism, passion,

enthusiasm, protection

BlueResponsible, trust, calmness,

cooling, sincere, loyal, healing, encourages productivity,

happiness, promotes serenity

YellowCheery, happy, warmth, intelligent, innovative,

caution, energy, stimulates the intellect

WhiteOptimistic, purity, innocence, gives a feeling of larger space

GreenNature, good luck, health, wealth, peace, tranquility, balance, tradition, stability,

energy, calming

OrangeProvokes excitement,

enthusiasm, warmth, joy, stability, reassurance, warmth, wisdom, high levels of energy

PurpleRoyalty, wealth, luxury,

creativity, femininity, fertility, joy, serenity, faith, serenity,

awakening, imagination

PinkFeminine, calm, tranquility, sensitivity, love, affection

BlackLuxury, elegance, power,

wealth, silence, death

COLOR

“Color is an influential ambassador of the brand and begins to unlock a message.”

- L. Grubow

Color and brand strategy can provide:

• Renewed interest

• Deeper, more personal connection with the customer

• Meaningful brand story

• Generates longer lasting customer loyalty

• Boost customer loyalty without a lot of additional effort

Grubow, L. (2009). Color talk--connecting with consumers at shelf. Global Cosmetic Industry, 177(10), 16-18.

• The goal is to find colors that are in harmony with the product or message that the business is promoting.

• The wrong use of color can hurt business.

• The right use can boost sales.

Soft Squares

• trust• dependable• happy memories• Comfort

Goals of Color

“Colors effect the subconscious interpretation of the product or item.” Lev-Wiesel (2000)

Lev-Wiesel, R. (2000). The self-revelation through color technique: understanding clients’

relations with significant others, silent language, and defense mechanisms through the

use of color. American Journal of Art Therapy, 39(2), 35.

Article, Color and Emotion (2012)

• Color aids the brain to be able to organize and have clear direction.

• The brain interprets images in stages• Shape• Color

• “Color can give clear direction when language fails to translate.”

• It is important to choose colors that are in harmony with the product.

• To successfully bring harmony to the product, the color needs to complement the brand and product.

Color and emotion. (2012). Design Matters, 32(5), 76.

Soft Squares • trust• dependable• happy memories• comfort

Productsand Color

Answer

Yes

Color has an influence on

business and profitability

Conclusion• Color helps the brain to organize

• People identify with colors

• Confusion happens when colors are not in sink

• Color ads emotion and outcome

ReferencesColor and clients. (2009). Design Matters, 14(7), 10.

Color and emotion. (2012). Design Matters, 32(5), 76.

Color theory program enhances work environments. (2003). Professional Safety, 48(11), 73.

Davies, J. (2006). Hue and cry. Design Week, 21(11), 10.

Grubow, L. (2009). Color talk--connecting with consumers at shelf. Global Cosmetic Industry,

177(10), 16-18.

Heath, R. (1997). The wonderful world of color. Marketing Tools, 4(9), 44.

Helping Psychology. (2010, May 10). (A. University, Producer) Retrieved March 1, 2015, from

You Tube: https://www.youtube.com/watch?v=oQTAzLhCNj8&feature=related

Lev-Wiesel, R. (2000). The self-revelation through color technique: understanding clients’

relations with significant others, silent language, and defense mechanisms through the

use of color. American Journal of Art Therapy, 39(2), 35.

Pandis, C. (2011). The somewhat mysterious and altogether ambiguous art of selecting the

"right color". Global Cosmetic Industry, 179(3), 54-55.

Scott-Kemmis, J. (2014) “Color Psychology to Empower and Inspire You” Empower Yourself

with Colors www.com. Retrieved February 16, 2015, from http://www.empower-

yourself-with-color-psychology.com/

Questions?