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Psychology of Colors in Marketing & Branding

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How does the color affects consumer behaviour?

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Psychology of Colors in Marketing & Branding

  1. 1. Psychology of Color in Marketing & Branding HIMAANSHU GAUBA 12116019
  2. 2. Color Sells Product • 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
  3. 3. 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
  4. 4. 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%
  5. 5. Color and types of consumers  Color also has the unique ability to attract specific types of shoppers and change shopping
  6. 6. 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
  7. 7. 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
  8. 8. The Psychology of colors behind famous brands Redis 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:
  9. 9. 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 Green The only global brand which uses green as its primary color Relaxing Using green, they promote a sense of relaxation, inviting customers to take a coffee break and distress
  10. 10. 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 Orange is cheerful and warm and also draws in impulsive shoppers Favorite Although available in different colors and flavors. Fanta orange is responsible for 70% of the sales
  11. 11. ” “ 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

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