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Impact of Color on Consumer Purchase Behavior

Impact of Color on Consumer Purchase Behavior

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Published by natthan2006

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Published by: natthan2006 on Feb 03, 2009
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05/10/2014

 
Impact of color on consumer purchase behavior
Impact of color on consumer purchase behavior
by Leatrice EisemanDirector of the Pantone Institute,Retail Systems 2000 - April 17, 2000
 
Color is critical in every phase of marketing. Some products have been reenergized andcompanies have been reinvented because of color. New products adopt a certain color aspart of their identity, and the simplest icons can take on a persona because of their designand color. It is possible for brands to become so closely identified with color that wemay recognize the brand even though we don't see the name.Effective use of color is obvious in the food and beverage industry. Color affects theadrenal glands, tempting the taste buds. For example, psychologists refer to
red
as a higharousal hue, stimulating appetites of all kinds and attracting the human eye, particularlyin printed matter.Red is associated with fire and heat and is a great color for when a company is offering ahot deal or when a customer can get something for free.
Orange
is also a high arousal hue that attracts attention and stimulates the appetite.1 of 5
 
Impact of color on consumer purchase behaviorOrange is a friendlier color than red and is a favorite among kids ages 3-6, and amongadolescents.Examples of companies that have used orange are Dunkin Donuts, Burger King.
Pink
is considered sweet and appealing. An example is Sweet n' Low
Yellow
is generally a comforting color, but can take on other meanings such as deliciousand creamy or tangy and tart (when associated with citrus).Yellow changes when it is combined with the power of black. People have an ancientassociation with stinging insects and the yellow/black or orange/black combinations.2 of 5
 
Impact of color on consumer purchase behaviorThese colors make people take notice and are the most visible of all printed colorcombinations.
Green
is connected with nature and a feeling of refreshment.In the context of vegetables, is indicates that something is healthy and good for you.If connected to a non-vegetable food, it is not as appealing and should be avoided inadvertising.3 of 5

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