Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
colors in marketing,
AND HOW IT INFLUENCES
CONSUMER BEHAVIOR
93%
6%
1%
Visual Appearance
Texture
Sound or Smell
color
What it
Denotes
How it
Impacts the
Customer
Why do
Marketers
Apply it
how
Marketers
Apply it
Brands
with logo
sporting
the color
YELLOW
Optimistic,
Youthful,
Energetic
Grabs attention of
window shoppers,
and attracts focus
It is a good accent
color when used in
moderation
Nikon, McDonalds,
Shell, Subway
red
Energy, Urgency,
Anger, Passion,
Youth
Red is an emotional
color that enhances
metabolism and
increases respiration
Known internationally
as a buying color.
Used extensively in
clearance sale and to
draw attention
Hardees, KFC,
Coca-Cola,
Kelloggs, Lays
orange
Aggressive,
Enthusiastic,
Sexuality,
Creativity
Orange increases
oxygen supply to the
brain, producing an
invigorating eect
Herms, Hooters,
Payless, Fanta,
Gulf Oil,
Harley Davidson
Denotes
absence of color
in the human mind
Used extensively.
Black backgrounds
are common
Trust, Security,
Authority, Power
Used extensively to
communicate
things, and to convey
dependency
Oral B,
Facebook, IBM,
Dell, HP, Vimeo
Wealth, Stability,
Calmness, Growth,
Well-being
To create a soothing
or relaxing ambience,
used by entertainment
and leisure-related
websites
Used passively, in a
non-stimulating way,
mostly in backgrounds
or large fonts
Animal Planet,
BP, Land Rover,
Starbucks, Tropicana
pink
Feminine,
Romantic
Associated with
love, respect,
warmth
Used to market
products to female
gender, especially
young girls
Used both as
background and
fonts, extensively
Baskin Robbins,
Barbie, Donut King
purple
Creative,
Imaginative, Wise
Soothing and
calm eect, an
inviting feeling
Mostly used to
market beauty and
anti-aging products
Used both as
background and font
Barbie, Yahoo,
Cadbury, Lynx,
Taco Bell
Simplicity,
Cleanliness,
Innocence and
Purity
White usually
has a positive
connotation
Used extensively in
health-related products, to denote cleanliness, and in high-tech
products, to denote
simplicity
brown
Warmth, Safety,
Reliability,
Dependability
Brown is a relaxing
and casual color, the
color of wood, the
earth and nature.
Conveys tradition and
neutrality
Used usually to
generate a rugged
appeal
M&M
UPS
gray
A neutral color, it
denotes maturity
(as gray hair of old
people does),
Balance, Calmness
Used
extensively
Swarovski,
Mercedes,
Telegraph,
Honda, Puma
black
blue
Green
white
Powerful
and Sleek
Gray color
anesthetizes the
mind and infuses
calmness, serenity
Marketers apply
gray to achieve
a simple and
clean look
https://blog.kissmetrics.com/color-psychology/?wide=1
https://kelseysconsumerbehavior.wordpress.com/2011/10/27/how-does-color-affect-consumer-behavior/
http://www.gaumina.ie/color-affect-buyer-behaviour/
http://www.surveycrest.com/blog/6-revealing-facts-about-color-psychology/
http://udel.edu/~rworley/e412/Psyc_of_color_final_paper.pdf
http://www.fastwebmedia.com/blog/how-does-color-affect-consumer-behaviour/2015-01-13/
http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
Reference:
http://www.helpscout.net/blog/psychology-of-color/
http://www.joehallock.com/edu/COM498/preferences.html
https://www.nuvonium.com/blog/view/the-importance-of-color-in-marketing
http://www.socialmediatoday.com/content/role-color-marketing-infographic
http://www.blurgroup.com/blogs/group/the-impact-of-color-in-advertising-marketing-and-design/
http://www.entrepreneur.com/article/233843
http://www.businessinsider.com/branding-and-the-psychology-of-color-2012-12?op=1
https://posthistorical.wordpress.com/tag/victoriana/
http://www.creativebloq.com/branding/amazing-uses-color-6133196
http://www.color-wheel-pro.com/color-meaning.html
suyati.com