Colors and the psychological Impact: -
White is considered as the color of purity, honesty innocence and openness. The white projects the dirt and filth and it conveys the absence of all these negativity. It also represents virginity and the marriage in the USA. It is slightly paradoxical that eastern culture does not recognize it on occasions of happiness. It represents widowhood in India though the color is considered as pure and innocent.
Black the color of death accepted universally, also represent darkness, gloom and despair. The color of grief and sorrow might have symbolized all these since it represents the absence of light and the life during night in the early days though the modern nights are livelier and brighter than the days.
Blue is the color of the sky and the sea. True to their quality it represents depth, trust and imagination. It is the color of the poets and the creative mind. It also signifies concentration, cooling and sedative. Excessive use of blue leads to melancholic symbolization. Psychologically the blue represent trust and cleanliness besides order and security. The color is used by many banks in the USA as a symbol of trust.
Green is the color of the nature, the plants and the grass. No better color can represent the life and vibrancy of the nature. Yet it is commercially controversial in some part of the land like France and China. It is the color that gives mileage in the Middle East.
The psychological impact of green is being natural, active fresh and young. (Remember all unripe fruits are green).
Yellow is the color of philosophers and thinkers. It represents hope and maturity. This color has specific meaning in the east especially in India as it represents wisdom and considered as sacred as it denotes the preceptor and the guide.
Red is the color of action and danger .It is exciting and stimulating. Psychologically it is the color of the power energy, passion danger and also love. Red gives different meanings in combinations with other colors like green it symbolizes Christmas and with white it represents Joy in the east.
Gold is the color of wealth and affluence. It also represents vibrant energy like the rising sun. The color has a royal touch and is good in advertisement of products that are royal, elegant and costly. It is of course not so natural.
The purple that appears rarely in nature also represent spirituality, and mystery and also arrogance. It has to be used with caution as it represents different moods and meanings in different parts of the world.
Brown is a color effectively used in US for food items but not so in Columbia. It represents gloom, earth reliability and patience. It is not live and cheerful and cannot be used where action and happiness finds a place.
Apart from the well accepted theories of colors one is well advised to study the customs and the culture of the target market segment, For the color that spells success in east may invite gloom in the west and vice versa. It is not easy for the customer to free himself from the accepted and imbibed norms of the colors as per his custom or belief and the impact it may make on the sub conscious mind cannot be ignored by any prudent and sensible marketer.
The psychological response towards colors and its effective use in today’s marketing is a subject worth considering for research. No wonder the automobile manufacturers especially the car segment spend millions of dollars for the purpose that has proved the use and the utility of the concept of the influence of color in the modern marketing philosophy.
Color, psychology and sales:
It may seem surprising to learn that colors do indeed have a psychological effect on the customer and product. This can be better understood by taking an example into consideration. An average American male of age thirty, and who enjoyed baseball in his childhood so much that most of the memorable times of his childhood are connected to his participation in his high school’s baseball team. With this attachment to the varsity team, he is sure to have an affinity with the color of the team. Supposing the color of the team was red, and then he will definitely have a liking for red, and so on. Henceforth, whenever he sees red, he sort of remembers the memorable times he had spent in his varsity team as a member of the team; and thus will choose red for most color schemes.
Consequently, there may be cases of people dreading some colors. Like for example, a person who was the victim of an accident will always remember the color of the car that got them into the accident. Though the scars of the accident would have gone, and the victim recovered from the accident, the memory of the vehicle and its color will always remain vivid in the mind. This thought of the color provides anxiety to the daily life of the victim, and he or she will never like that color!
Similarly, there will be many colors that one will either hate or love because of some psychological stimulus that may have affected everyday life some years ago. There are also many colors that have some subconscious reference on one’s collective psyche that in turn helps in effectively communicating the important aspects of a product. For example, the colors red and blue are usually used to show hot and cold for lots of products. This may seem like common sense, but in reality, the hottest of fires glow blue, and sometimes, sever cold also leads to burns!
However, people have usually grown with this association of red and blue in their minds, which is rather difficult to change. And this is why it can be said that the usage of color association for communicating some aspects of products can give a positive influence on potential customers.
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