Psychology of Color in Marketing &

BrandingHIMAANSHU GAUBA

12116019

Color Sells Products

• Color has a powerful psychological effect on human brain

• Humans associate colors with meanings

• Selecting the right colors to use has an enormous impact on product sales

• While no single set of rules governs color choices, research has established general guidelines based on the principle of associative learning, the relationship between color and emotion

• 2/3 consumers won’t buy a large product unless it comes in the preferred color

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Visual appearance itself decides the consumer purchasing behavior

When marketing new products, it is crucial to consider that consumers place visual appearance and color above other factors when shopping

93% 6%

1%

85% of shoppers place color as a primary reason for why they buy a particular product

VISUAL APPEARANCE

OTHER

SOUND/SMELL

15% 85%COLOR

TEXTURE

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Visual appearance itself decides the consumer purchasing behavior

Color increases brand recognition by 80%

80%20%INCREASE IN BRAND RECOGNITION

52% of the customers wont return to a store if they dislike the aesthetic

52%48%

Color and types of consumers

Color also has the unique ability to attract specific types of shoppers and change shopping behavior

Color preferences by gender One’s environment—and especially cultural perceptions—plays a strong role in dictating color appropriateness for gender, which in turn can influence individual choices.

Women’s Favorite color

Men’s Favorite color

Women’s Least Favorite color

Men’s Least Favorite color

Men Prefer shades while women tints

Men seem to prefer bold colors while women prefer softer colors

Men were more likely to select shades of colors as their favorites (colors with black added), whereas women were more receptive to tints of colors (colors with white added)

Vibrancy decides the emotion of the product design

The Psychology of colors behind famous brands

Red is used to increase appetite and create a sense of urgency, thereby getting customers to order in a hurry and leave faster Yellow is the

color of cheeriness and optimism

Mascot is the clown dressed in yellow and red stimulating ,excitement ,energy and high level of visual appeal to children

Let’s explore the enigma of color psychology and how famous brands use them to invoke their target audience:

Let’s explore the enigma of color psychology and how famous brands use them to invoke their target audience:

The Psychology of colors behind famous brands

GreenThe only global brand which uses green as its primary color

RelaxingUsing green, they promote a sense of relaxation, inviting customers to take a coffee break and distress

Let’s explore the enigma of color psychology and how famous brands use them to invoke their target audience:

The Psychology of colors behind famous brands

Orangeis cheerful and warm and also draws in impulsive shoppers

Let’s explore the enigma of color psychology and how famous brands use them to invoke their target audience:

The Psychology of colors behind famous brands

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“ULTIMATELY THE USE OF COLOR IN MARKETING AND BUSINESS CAN BE FINE TUNED DEPENDENT ON ONE’S NEED. ALTHOUGH COLORS MAY HAVE DIFFERENT CULTURAL ASSOCIATES ,A SMART PRODUCT BRANDING WILL TAKE THIS INTO ACCOUNT AND UTILIZE THE PSYCHOLOGICAL EFFECTS OF COLOR TO ATTRACT THEIR CUSTOMERS

Conclusion