Kryvyj Rih Economic Institute
For most of us, a
rainbow of colours envelopes our lives. Over 80% of visual information is
related to colour.
The colour impact and perception is not a new fashion but more and more
companies seem to rediscover this element for their sales and marketing. Before becoming part of the marketing elements, colour impact was already used in
therapies and by artists. Depression therapies used «happy colours» to forget the sadness. To keep people quite,
the colours white or light bleu were used.
Artists, painters and photographers used the «virtues» of colours to change the impression of their work.
Goethe even wrote a treaty on colour: "Farbenlehre", it seems to have
taken him 15 years.
Examples
of significance and impact attributed to colours:
·
Pink: symbol of love, of softness and sweetness and
would be a remedy against fear. However, the risk is that too much pink will
take you to the bad sides of its effects: inertia and childishness.
·
Bleu: colour preferred in general by Europeans,
moreover by men. It is the coldest of colours
and would stand for surpassing yourself, loyalty and authority.
· White: associated with
purity, nature and light but also with coldness. In Asia, this colour is also associated to mourning.
·
Violet: a rather difficult colour,
between pink and red or blue according to its mixture. Its association is on
one hand linked to religion (Christian cardinals’ habits) and on the other side
linked to sensual delight. The use of this colour would be advised for trendy
products or products that have certain esteem and who can allow to play with
limits.
·
Grey: associated with technology and efficiency.
Moreover a man-colour or high-tech colour. Can in a certain level be
distinguished but in overdose it becomes a symbol of sadness and boring.
(Remember: the sky is grey, he’s like a grey mouse)
·
Orange: a warm colour and not as
aggressive as red. It represents cheerfulness and joy. It would be a good
colour for impulse purchases. The risk however exists that it can also be seen
as too cheap.
·
Red: is the colour the eye perceives the quickest.
Represents energy and speed but also anger and danger (blood is seen as
negative -> as danger)
·
Black: symbolises death in the
Occident. Nevertheless very often used in luxury products and combined with a
vivid colour it can give an impression of «Haut Couture» and chic.
·
Green: represents nature and hope.
Green is however very little used as a colour by industry since it seems also
associated with illness and superstition.
· Yellow: very stimulating
colour (Remember the sun) but not advised for very nervous people. It is
associated with warmth and plenitude but also with betrayal. Pleases to young ones, when not overdone.
«Colour strategy» has become part of today’s marketing
life. Trends for each year are no longer only predicted by the fashion
industry. Moreover, the psychological value of colour is in marketing more important than in the fashion
industry. Some colour associations and reactions can be very dangerous for your
product. Be aware however, not to lose track of the origin of a product. On
top, some colours can never work for a certain
product whereas they will be perfect for another one. (Ever thought of using a
entirely black or green toothpaste?)
Some examples:
·
Have you noticed that most fast
food restaurants are decorated with vivid reds and oranges?
It's no accident that these colors show up so frequently. Studies have shown
that reds and oranges encourage diners to eat quickly and leave - and that's
exactly what fast food outlets want you to do.
· It's also no
accident that you see a lot of reds and
blacks on adult web sites. These
colors are thought to have sexual connotations.
·
Ever notice, that toys, books and children's web sites usually contain
large blocks of bright, primary colors?
Young children prefer these colors and respond more positively than they do to
to pastels or muted blends.
·
High-tech products that are more fashionable, like nowadays MP3 players
and telephones are more and more available in fancy colours.
The colours are still having their individual
impact but being joined with technology it is associated with being
trend-setter and innovative. (Purple for example becomes a trendy colour in
this sense).
·
Pantone's research discovered that a yellow background with black type
is the best colour combo for printed material. Tests showed this combination
scored the highest in memory retention and in legibility. It was also the
colour that the human eye noticed first.
·
Market researchers have also determined that color affects shopping
habits. Impulse shoppers respond best to red-orange, black and royal blue.
Shoppers who plan and stick to budgets respond best to pink, teal, light blue
and navy. Traditionalists respond to pastels - pink, rose, sky blue.
·
It seems that the standards of live and income also influence colour
preferences. Flashy colours would rather
attract lower income classes, whereas upper class prefers more sober colours
· Trendy colours and fashionable colours
can also very well apply for people or products aiming to be noticed. We same
the same in the clothing industry, flashy colours
are worn for those wanting to be noticed. These
colours attract the eye.