Advertising & Branding
Marketing research indicates that over 80% of visual information is related to colour. In other words, colour conveys information and/or provides the user with some other operational benefit.
Colour is one of the most important components in creating brand identity. The purpose of a brand identity system is to encode a brand in people’s memory and retrieve it from their memory. In a visual system, the two most powerful components are the consistent recognizable shapes and colours. It is best if these shapes and colours are distinctive (at least within the product category). Colour can have a significant affect on people’s perception of a product or brand.
The use of distinctive colours to identify products can be seen everywhere, from pharmaceutical items to industrial equipment. Some products are packaged in a variety of distinct colours. For example Kodak’s film comes in a yellow and black box and Fuji’s, green. Other products tend to be packaged in variations of the same two or three colours in different design.
Colour and Marketing
1. Research conducted by the secretariat of the Seoul International Color Expo 2004 documented the following relationships between colour and marketing:
92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent.
When asked to approximate the importance of colour when buying products, 84.7 percent of the total respondents think that colour accounts for more than half among the various factors important for choosing products.
2. Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.
3. Research suggests 73% of purchasing decisions are now made in-store. Consequently, catching the shopper’s eye and conveying information effectively are critical to successful sales.
Colour plays a vitally important role in the world in which we live. Colour can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite.
When used in the right ways, colour can save on energy consumption. When used in the wrong ways, colour can contribute to global pollution.
As a powerful form of communication, colour is irreplaceable. Likewise, the colours used for a product, web site, business card, or logo cause powerful reactions.
Send out the right message. Speak to the public’s subconscious mind. Stimulate pleasant arousal. Be memorable. Target the right market. Be a success. Choose the right colours from the very beginning.
If your business means everything to you, make no mistakes by contacting our colour psychologist today at karenkow@livingcoloursmy.com
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