18 Feb 2010

Success or Failure - How Color Determines The Fate

Recently I have been writing about the effect color has on our decision making. Yesterday I came a cross another article that explores how different brands choose colors for their logos.

Has it ever occurred to you why you feel safer in one store and more energetic in another one? Have you ever noticed that landing on some web page you feel like clicking some button/link and keep browsing the site? While other pages prompt you to stay and keep reading?

Research conducted by the secretariat of the Seoul International Color Expo 2004 documented the following relationships between color and marketing:
  1. 92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent.
  2. When asked to approximate the importance of color when buying products, 84.7 percent of the total respondents think that color accounts for more than half among the various factors important for choosing products.

At the point of purchase where we spend on average a mere 0.3 seconds glancing over products on display, using the "right" color can hold our eye long enough to influence our decision making.

Because we aren’t aware of the way color works subliminally we are not defensive and are more easily manipulated.

  • Good colors for restaurants which stimulate appetite are: orange, pale yellow, vermilion, pale green and pale brown.
  • Thirst corresponds to a tension between a feeling of dryness and a desire for liquid - in color this translates to a combination of yellowish-brown or reddish-yellow (dry) and greenish blue or blue (liquid). In the proper combination, these colors will trigger thirst. The next time you drink bottled water be aware of the colors on the label.
  • Advertising uses red to symbolize eroticism.
  • Prestige is symbolized by violet, wine red, or golden yellow.
What color would be best to wear when going to the bank to request a loan? Red, blue or black, maybe?

image by linh

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