color marketing
TRANSCRIPT
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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
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SENSORY MARKETING
• IMPULSIVE BEHAVIOR
•EMOTIONSTIMULATE
•DIFFERENTIATION
•BRAND IMAGE
ENHANCE
STRONG, POSITIVE &
LOYAL BETWEEN
BRAND AND CONSUMER
BOND
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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
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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
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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.
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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
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COLOR RESEARCH
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BRANDS’ COLOR MAP
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CARS’ COLOR PREFERENCES
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KIA ADVERTISEMENT
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redpassion
love
speed
power
energy
desire
action
excitement
danger
adventure
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blueintelligence
stabilitytruth
reliability loyalty
trustconfidence
wisdompeace
integrityauthority
cool
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green
growth
environment
luck
nature
fresh
fertility
spring
optimism
healing
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yellow
joy
happiness
sunshine
energy
warmth
caution
creativity
intellect
light
warning
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orangevitality
strength
success
energy
encouragement
force
competition
warmth
vibrant
playfulness
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purpleluxury
mysticism
royalty
ambition
spirituality
magic
mystery
wealth
dignity
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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
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SPORT TEAMS
RED: passion and win
WHITE: virtue, chastity and fair competition
VS
GREEN: good luck and a promising victory
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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
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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.
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THANK YOU FOR YOUR TIME
HAVE A COLORFUL DAY!