klingler-ppt presentation-marketing and color-final
TRANSCRIPT
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Color and Marketing
Is there a connection?
By Lynne KlinglerBAS 400
Boise State University
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Why this Topic?
• Small business
• Interested
• Marketable
• Why not?
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Question:
Does color really matter to a business?
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Overview
• Benefits• Goals of Color• Products and color• Conclusion
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• The human eye can see millions of colors. The colors we see can affect our interactions with the things around us.
• Colors can affect our emotions, reactions, appetite and health as well as how we perceive things and how we spend our money.
Benefits
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UX Designer at yugenelee.com
Psychologists have suggested that color impression can account for 60% of the acceptance or rejection of a product or service.
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As noted in a study by Lev-Wiesel (2000):
“Different colors evoke specific cognitive and emotional associations in
the individual (Exner, 1980). Cognitive responses involve remembering
objects, situations, and events associated with a particular color… People
may be drawn to a certain color, or feel aversion or ambivalence without
understanding why (p. 2).”
Lev-Wiesel, R. (2000). The self-revelation through color technique: understanding clients’
relations with significant others, silent language, and defense mechanisms through the
use of color. American Journal of Art Therapy, 39(2), 35.
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Color Theory• Emotions
• Moods
• Meanings
• Personalities
• Preferences
• Healing
• Spiritual
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RedEnergy, vitality, power, increases
heart rate and breathing, a call to action, provokes anger and
aggression, increases metabolism, infers shame, battle, warning, adventure, optimism, passion,
enthusiasm, protection
BlueResponsible, trust, calmness,
cooling, sincere, loyal, healing, encourages productivity,
happiness, promotes serenity
YellowCheery, happy, warmth, intelligent, innovative,
caution, energy, stimulates the intellect
WhiteOptimistic, purity, innocence, gives a feeling of larger space
GreenNature, good luck, health, wealth, peace, tranquility, balance, tradition, stability,
energy, calming
OrangeProvokes excitement,
enthusiasm, warmth, joy, stability, reassurance, warmth, wisdom, high levels of energy
PurpleRoyalty, wealth, luxury,
creativity, femininity, fertility, joy, serenity, faith, serenity,
awakening, imagination
PinkFeminine, calm, tranquility, sensitivity, love, affection
BlackLuxury, elegance, power,
wealth, silence, death
COLOR
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“Color is an influential ambassador of the brand and begins to unlock a message.”
- L. Grubow
Color and brand strategy can provide:
• Renewed interest
• Deeper, more personal connection with the customer
• Meaningful brand story
• Generates longer lasting customer loyalty
• Boost customer loyalty without a lot of additional effort
Grubow, L. (2009). Color talk--connecting with consumers at shelf. Global Cosmetic Industry, 177(10), 16-18.
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• The goal is to find colors that are in harmony with the product or message that the business is promoting.
• The wrong use of color can hurt business.
• The right use can boost sales.
Soft Squares
• trust• dependable• happy memories• Comfort
Goals of Color
“Colors effect the subconscious interpretation of the product or item.” Lev-Wiesel (2000)
Lev-Wiesel, R. (2000). The self-revelation through color technique: understanding clients’
relations with significant others, silent language, and defense mechanisms through the
use of color. American Journal of Art Therapy, 39(2), 35.
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Article, Color and Emotion (2012)
• Color aids the brain to be able to organize and have clear direction.
• The brain interprets images in stages• Shape• Color
• “Color can give clear direction when language fails to translate.”
• It is important to choose colors that are in harmony with the product.
• To successfully bring harmony to the product, the color needs to complement the brand and product.
Color and emotion. (2012). Design Matters, 32(5), 76.
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Soft Squares • trust• dependable• happy memories• comfort
Productsand Color
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Answer
Yes
Color has an influence on
business and profitability
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Conclusion• Color helps the brain to organize
• People identify with colors
• Confusion happens when colors are not in sink
• Color ads emotion and outcome
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ReferencesColor and clients. (2009). Design Matters, 14(7), 10.
Color and emotion. (2012). Design Matters, 32(5), 76.
Color theory program enhances work environments. (2003). Professional Safety, 48(11), 73.
Davies, J. (2006). Hue and cry. Design Week, 21(11), 10.
Grubow, L. (2009). Color talk--connecting with consumers at shelf. Global Cosmetic Industry,
177(10), 16-18.
Heath, R. (1997). The wonderful world of color. Marketing Tools, 4(9), 44.
Helping Psychology. (2010, May 10). (A. University, Producer) Retrieved March 1, 2015, from
You Tube: https://www.youtube.com/watch?v=oQTAzLhCNj8&feature=related
Lev-Wiesel, R. (2000). The self-revelation through color technique: understanding clients’
relations with significant others, silent language, and defense mechanisms through the
use of color. American Journal of Art Therapy, 39(2), 35.
Pandis, C. (2011). The somewhat mysterious and altogether ambiguous art of selecting the
"right color". Global Cosmetic Industry, 179(3), 54-55.
Scott-Kemmis, J. (2014) “Color Psychology to Empower and Inspire You” Empower Yourself
with Colors www.com. Retrieved February 16, 2015, from http://www.empower-
yourself-with-color-psychology.com/
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Questions?