University of Piraeus | MSc in Economic and Business Strategy

SENSORY MARKETING &

THE POWER OF COLORS: HOW COLORS ARE USED IN MARKETING TO INFLUENCE CUSTOMERS DECISIONS

DEDE KATERINA

SUPERVISOR PROFESSOR MR. YANNIS POLLALIS

PIRAEUS| NOVEMBER 2011

SENSORY MARKETING

• IMPULSIVE BEHAVIOR

•EMOTIONSTIMULATE

•DIFFERENTIATION

•BRAND IMAGE

ENHANCE

STRONG, POSITIVE &

LOYAL BETWEEN

BRAND AND CONSUMER

BOND

VISION

Vision is the most powerful and most seductive of ourfive senses since 93% put the highest importance onvisual factors when purchasing products.

The human eye can distinguish among 10.000 hues

According to research, the 83% of the information peopleretain has been received visually!

People can collect images with every move of the head

The human brain updates images quicker than we see

New Brain

Rational Thinking

Middle Brain

Emotional Processing

Old Brain

Decision Making

NEUROMARKETING

THE OLD BRAIN IS 450 MILLION YEARS OLD

WORDS ARE 40.000 YEARS OLD

WRITTEN WORDS ARE 10.000 YEARS OLD

So, to motivate and inspire our old brain we should speak to its own language:

1. Self – Centered

2. Contrast

3. Tangible Input

4. The Beginning And The End

5. Visual Stimuli

6. Emotion

COLORS

Color increases brand recognition by up to 80 %.

Ads in color are read up to 42% more often than the same ads in black and white.

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 color alone.

90% believe customers remember presentations and documents better when color is used.

81% of companies think color gives them a competitive edge.

76% believe that the use of color makes their business appear larger to clients.

Color can strongly influence attention to and liking of a product.

Color has effects on physiological responses and moods.

Color can be used to create experiences.

COLOR BRANDING

HEINZ

Sold more than 10 million bottles in the first 7 months

Factories were working 24 h/day and 7d/week

$23 million in sales just because of a simple color change

Color:

Differentiates

Is emotional

Identifies

APPLE i- Pod

COLOR RESEARCH

BRANDS’ COLOR MAP

CARS’ COLOR PREFERENCES

KIA ADVERTISEMENT

redpassion

love

speed

power

energy

desire

action

excitement

danger

adventure

blueintelligence

stabilitytruth

reliability loyalty

trustconfidence

wisdompeace

integrityauthority

cool

green

growth

environment

luck

nature

fresh

fertility

spring

optimism

healing

yellow

joy

happiness

sunshine

energy

warmth

caution

creativity

intellect

light

warning

orangevitality

strength

success

energy

encouragement

force

competition

warmth

vibrant

playfulness

purpleluxury

mysticism

royalty

ambition

spirituality

magic

mystery

wealth

dignity

TOBACCO INDUSTRY

COLOR MESSAGE

RED FULL FLAVOR (REGULAR)

RED & GOLD MEDIUM

GOLD / BLUE LIGHT

SILVER / LIGHT BLUE ULTRA LIGHT

BLUE MILD

GREEN MENTHOL (FLAVOR)

LIGHT GREEN MENTHOL LIGHT

BROWN / MAROON NON - FILTER

SPORT TEAMS

RED: passion and win

WHITE: virtue, chastity and fair competition

VS

GREEN: good luck and a promising victory

COLORS AND CONSUMER BEHAVIOR

COLOR

TYPE OF

SHOPPER

IMPULSE SHOPPERS

like to be the first that

will try a new color

and are willing to

spend more money for

this

SHOPPERS ON A

BUDGET

are more prudent

and not such

spontaneous as the

first one

TRADITIONAL

SHOPPERS

love pale colors and

safe like blue, gray

and black

VENUE Fast Food

Outlet Malls

Clearance Sales

Banks

Larger

Department

Stores

Clothing Stores

LOW INCOME: BRIGHTER BOLDER COLORS

HIGH INCOME: SUBTLE COLORS

CONCLUSIONS

How a little piece of sensory marketing – the color –has such big response from both experts and consumers.

How powerful branding tool is a color. For instance, IBM is synonymous with big blue. Big blue means security and reliability.

How powerful can be a color in product choice among several competitive brands and how a brand is recognized only by its color.

How a color is used in order to meet the pleasure and satisfaction of the consumer.

THANK YOU FOR YOUR TIME

HAVE A COLORFUL DAY!