Description
This presentation is about the importance of use of various colours in the perception of consumer.
Perception of Selected Colours
in Consumer Behaviour
Colours Sensitivity in the consumers’ eyes
• Many successful brands/companies have selected specific colours in their Brand Articulation efforts. Red stands for power; Blue for Trust, eg Jet airways Pink connotes femininity, calm (eg; Berbie, Mary Kay) Let us see some more colours & examples
Symbolises Trust, Respect / Authority, Security
• Microsoft, American Express, IBM, Indian Cricket Team use Blue colours • Parachute Hair oil is packaged in blue color
Novelty, Light, Caution, warmth
• Kodak film (Novelty), Sundrop oil (light) • Nescafe Coffee in Brown & yellow connotes warmth in taste • Westside has chosen green & yellow • Mcdonald’s: Red & Yellow • Attention in a traffic signal • Nirma chose Yellow to give its image of quick wash (because eyes register it fastest)
Secure, natural, living things, relaxed or easy going
• Lipton & Tata Tea have chosen Green colour to project their freshness of quality • Star bucks, British Petroleum • Associated with vegetables (living things) and chewing gum (relax)
Human Rescue, exciting, hot, passionate, strong, Power
• • • • • • • Red Cross Makes food to smell exciting Coffee in a red is perceived as “strong” Brooke Bond, Colgate, Wills Filter Coca-Cola has chosen its colour as “red” Women prefer bluish red Men prefer yellowish red
Powerful, affordable, informal
• Draws attention quickly
Informal & relaxed, masculine, nature
• Coffee in a dark-brown can is viewed as “too strong” • Men seek products packaged in brown
• Suggests reduced calories • Pure and wholesome food
Goodness, purity, chastity, cleanliness, delicacy, refinement, formality
Sophistication,power, authority, mystery
• Shopper’s Stop: Powerful clothing • High-tech electronics
Regal, wealthy, stately
• Suggests premium price
• Perception
– Process by which sensations are selected, organized, and interpreted
• Adding meaning to raw sensations
doc_970938703.ppt
This presentation is about the importance of use of various colours in the perception of consumer.
Perception of Selected Colours
in Consumer Behaviour
Colours Sensitivity in the consumers’ eyes
• Many successful brands/companies have selected specific colours in their Brand Articulation efforts. Red stands for power; Blue for Trust, eg Jet airways Pink connotes femininity, calm (eg; Berbie, Mary Kay) Let us see some more colours & examples
Symbolises Trust, Respect / Authority, Security
• Microsoft, American Express, IBM, Indian Cricket Team use Blue colours • Parachute Hair oil is packaged in blue color
Novelty, Light, Caution, warmth
• Kodak film (Novelty), Sundrop oil (light) • Nescafe Coffee in Brown & yellow connotes warmth in taste • Westside has chosen green & yellow • Mcdonald’s: Red & Yellow • Attention in a traffic signal • Nirma chose Yellow to give its image of quick wash (because eyes register it fastest)
Secure, natural, living things, relaxed or easy going
• Lipton & Tata Tea have chosen Green colour to project their freshness of quality • Star bucks, British Petroleum • Associated with vegetables (living things) and chewing gum (relax)
Human Rescue, exciting, hot, passionate, strong, Power
• • • • • • • Red Cross Makes food to smell exciting Coffee in a red is perceived as “strong” Brooke Bond, Colgate, Wills Filter Coca-Cola has chosen its colour as “red” Women prefer bluish red Men prefer yellowish red
Powerful, affordable, informal
• Draws attention quickly
Informal & relaxed, masculine, nature
• Coffee in a dark-brown can is viewed as “too strong” • Men seek products packaged in brown
• Suggests reduced calories • Pure and wholesome food
Goodness, purity, chastity, cleanliness, delicacy, refinement, formality
Sophistication,power, authority, mystery
• Shopper’s Stop: Powerful clothing • High-tech electronics
Regal, wealthy, stately
• Suggests premium price
• Perception
– Process by which sensations are selected, organized, and interpreted
• Adding meaning to raw sensations
doc_970938703.ppt