COLOR PSYCHOLOGY IN

MARKETING

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CERTIFICATE
Certified: We have carried out the project work presented in this report entitled as “COLOR
PSYCHOLOGY IN MARKETING” for the award in Electronics Engineering from
RAMRAO ADIK INSTITUTE OF TECHNOLOGY, Navi Mumbai under my guidence the
report embodies results of original work , and studies are carried out by students and the
contents of the report do not form the basis for the award of any degree to candidate or to
anybody else from this or any other Institution.

Signature of the guide

(Mrs. ANUPAMA SHENOY)

Department of Electronics Engineering

Date: ………………………
Place:………………………

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 A report on
COLOR PSYCHOLOGY IN MARKETING
Submitted in partial fullfillment for the requirement
For the termwork in the subject of
Business Communication and Ethics, SEM V, 2019-20
BY

SR. NAME ROLL NO.

NO.
1. Abhishek Mahajan 17EE1087

2. Deepshikha Mishra 17EE1112

3. Megha Navada 17EE1003

4. Saloni Parkar 17EE1084

5. Saurabh Mishra 17EE2022

6. Nitika Nair 17EE1072

7. Raj Mistry 17EE1047

8. Jagdish Padhy 17EE1067

9. Pranav Pachpande 17EE1140

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PREFACE

It is a great opportunity for us to present before you our project titled “COLOR
PSYCHOLOGY IN MARKETING”.
The basic objective of this project is to analyze the effects and uses of “COLOR
PSYCHOLOGY” in the marketting and branding sector in today’s world. Colors have
always played a significant role in impacting one’s mood, emotions, feelings, sensations and
perceptions.

“Colors and light are major factors in man-made environments; their impact influences
mans psychological reactions and physiological well-being. It is no longer valid to assume
that the only role of light and color is to provide adequate illumination and pleasant
environment.”
(Mahnke & Mahnke, 1987)

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ACKNOWLEDGEMENTS

We wish to express our profound thanks to all those who helped us in making this project a reality.
Much needed moral support and encouragement was bestowed on numerous occasions by our guide
Mrs. ANUPAMA SHENOY, who not only guided us but also paved the way for better
understanding of the subject.
Without full support and cheerful encouragement of Mrs. ANUPAMA SHENOY the project would
not have shaped the way it is. We would also like to thanks the tremendous help and support of our
HOD Mr. VISHWESH VYAWAHARE. Finally, we would like to express our gratitude to our
Principal Dr. MUKESH D. PATIL, for allowing us to go ahead with our report work.
We find this as a proper method to thank our professors, friends and parents efficiently. After a lot of
thought and deliberation, we have arrived at the most befitting phrase that is a big “THANKS” to all
those who helped and encouraged us.
Our sincere thanks and apologies to all those who deserve credit but fail to appear in this list.

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ABSTRACT

Color filters humanity’s perception of the world and alters people’s relationships with their
surroundings. It influences human perception, preference, and psychology throughout the
lifespan. Color preferences appear in infants as young as three months old, and typically
change with age. Some responses to color may be innate, and some may be learned from
nature or culture. Cool hues are relaxants, and are generally preferred over their more
arousing warm counterparts. Color is a subtle but pervasively influential element in graphic
design. It permeates graphic representations in packaging, advertising, and branding. Slight
variations in color can advance or devastate design effectiveness and have massive economic
implications for companies and products. Whether audiences are conscious or unconscious of
color’s impact, its hypnotic potential makes it a worthy asset for any visual communicator. A
study assessed the point, if any, at which the joint effects of brightness and saturation cause a
viewer to prefer a yellow color to a blue color.

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INDEX

Preface
Acknowledgement
Abstract
TABLE OF CONTENTS
1. INTRODUCTION
1.1 What is marketing?
1.2 How do colors help in marketing?

2. SIGNIFICANCE OF COLORS IN MARKETING

2.1 Red
2.2 Yellow
2.3 Green
2.4 Blue
2.5 Black
2.6 Orange
2.7 White

3. CASE STUDIES
3.1 Case Study 1: How Coca-Cola Captured Hearts
3.2 Case Study 2: How colors are used by Filmmakers to set the mood for any film

4. CONCLUSION
5. REFERENCES

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1. INTRODUCTION
Colors have always played a significant role in impacting one’s moods, emotions, feelings,
sensations and perception and seem to offer possibilities for multifaceted interpretation rather
than leaving room for only one way of looking at it. Different signs merge in a person’s
experience of a product as colors do not function separately and individually, but from multi-
layered references and can influence consumers’ purchase decision, how they see things, their
emotions, choices and thus are integral to the realm of advertising and marketing.
Furthermore the perception and application of color is strongly influenced by ones innate
physiological and psychological predisposition, personal experiences, age, gender,
personality, income, ethnographic and demographic factors that makes its application
effective within the domain of marketing all the more cumbersome and challenging.
However, as a marketing tool, color can be a sublimely persuasive force; and as a functional
component of human vision, color can capture attention, relax or irritate the eyes, and affect
the legibility of the text and - All things put together, the right colors empower and contribute
to the success of an advertising campaign, a product, a service, or even an interior space and
in contrast wrong colors can be a costly mistake.

 However, the notion of color universality is fraught with risk. Sometimes companies fail
simply because of inappropriate choice of product or package colors (Ricks 1983). Though
sketchy business anecdotes are available, yet much of the practical questions remain
unanswered. Bellizzi et al. (1983) suggest that a large part of color research on products,
packages and advertisements remains unpublished because of competitive concerns.
A review of literature in the public domain also exhibits a largely western focus. Assuming a
narrow western perspective of colors as 'universal' and applying it to alien markets has often
led to cultural faux pas. So, can different colors alter the meanings of objects or situations
with which they are associated? Can color preferences predict future purchase behavior? This
paper reviews the socio cultural and psychological associations and meanings of color(s) in a
cross-cultural marketing perspective, and outlines its role as an intrinsic or extrinsic cue to
the product, package, brand, or environment, or as a symbol of personality and self-image.
Illustrations are cited where appropriate. It is argued that a cross-cultural perspective of color
research and application is imperative for developing effective global marketing strategies.
Definitive (not anecdotal) color associations and meanings such as on a universal versus
culture-specific continuum, color combinations, and the interaction effects between color and
the object/context need to be established. Differences in gender, age, ethnic preferences, and
trends also need to be examined. The paper raises issues whether color is a primary or a
secondary quality of matter and whether it lies in the brain or in the external world, whether
marketer adopts a universal or a localized marketing strategy following a pan cultural or a
culture-specific approach in use of color, whether some color combinations are optimal, and
whether trade dress is classifiable as product design or package. A simple framework is
proposed through which management can review the effects of color and respond to
consumer preferences.

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 1.1 WHAT IS MARKETING?

Marketing is the process of getting potential clients or customers interested in your

products and services. The key word in this definition is "process"; marketing involves
researching, promoting, selling, and distributing your products or services.
This discipline centers on the study of market and consumer behaviors  and it analyzes the
commercial management of companies in order to attract, acquire and retain customers
(hopefully instilling brand loyalty) by satisfying their wants and needs.  

1.2 HOW DO COLORS HELP IN MARKETING?

Your brain uses colors to recognize traits about products and the brands that produce them.
That’s why a shade of chartreuse that would feel appropriate for a PC is puke-inducing for a
cupcake.

Choosing the right colors for your marketing efforts can be the difference between your brand
standing out from the crowd, or blending into it. By using colors strategically for your
marketing efforts, you can get your audience to see what you want them to see and help them
perceive you the way you aim to be perceived. This is why understanding color psychology
can be so useful for your marketing efforts. Because it can help you portray your brand the
way you want to.

While choosing the right colors can enhance your brand perception, poor color selection can
do damage to your brand image. For instance, if you choose the wrong colors for your
content or logo, it can turn out to be less readable, and hard for your audience to understand.
Or you can risk being ignored all together. In a nutshell, this is color psychology at work.
Here’s a complete guide on how to use colors in marketing and advertising.

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2. SIGNIFICANCE OF COLORS IN
BRANDING

Color has been known to have a powerful psychological impact on people’s behaviour and
decisions. And this knowledge has been harnessed all too well in marketing psychology by
designers and marketers alike. Color can often be the sole reason someone purchases a
product. In a survey, 93 percent of buyers said they focus on visual appearance, and close to
85 percent claim color is a primary reason when they make a purchase.
McDonald’s chooses high-energy colors like red and yellow which appeal to children, kindle
appetites and create a sense of urgency. Of course, Ronald McDonald himself is popular with
the kids, but he’s also sure to agitate parents quickly. This facilitates faster customer
turnover.

It’s scary to think how powerful this tactic has been for Mickey D’s, which might not have
been the same ridiculously big chain it is today without using red and yellow so effectively.
McDonald’s sure wouldn’t be so popular trying to market all that unhealthy food using the
color green!

Interestingly, the only major global brand to use green as its primary color is Starbucks.
Using green shows that Starbucks hopes to promote a sense of relaxation in their cafes,
inviting customers to come in for a coffee break during a stressful day.
Film and cinema industry also uses color as a way to attract audiences in vast numbers
toward themselves.

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We look around and see countless hoardings and flashing screens which keep telling us that
colors play a vital role in promoting and expanding any brand. In this lifestyle and advertising
obsessed generation, there are huge chances to make anything grow exponentially, and the
visual context of everyone in the audience plays a vital role in it.
We will now move onto the original explanation of the major colors used in branding and
marketing with examples in detail in the following report.

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2.1 RED
Yesterday I woke up and brushed my teeth. Man, I can’t get through my day without my
morning Nescafe. Got ready for work, put on my Levi’s jeans and stopped by the nearby
McDonald’s to buy myself breakfast. Thousands were walking through and crossing the
street. It was a busy Monday morning. My colleague offered me to go out and have some
cola during mid-day, given it is summer. Man, I’ve always been a Coca-Cola fan. It’s so
curiously amazing how there are a thousand brands that make colas but Coca-Cola has
grown through and through it all and dominates the market more than most companies.
While going home I stopped by a florist’s to buy some red roses for my neighbour, since it
was her birthday.
In the above story, you can see the extent at which the colour red has affected our lives. You
see it almost everywhere- from your morning toothpaste tube and coffee packets to traffic
signals and danger boards or being used to express warmth. Marketing colors like red can
capture attention. The red color meaning is associated with excitement, passion, danger,
energy, affection and action. In color psychology, red is the most intense color. And thus, can
provoke the strongest emotions. Red can also trigger danger so you want to use the color
sparingly.  Red is also the color of excitement, urgency and hunger. This perhaps explains
why many exciting brands of fast food, such as McDonald's, Pizza Hut and KFC, use red
liberally. This is also the reason why most consumer discount offers, where creating urgency
is an imperative, are highlighted in red color. However, as the color red is used by so many
brands today, it is virtually impossible for a new or relatively unknown brand to make a
difference by sporting this color.
Red is the iconic color used for brands like Netflix, Coca Cola and YouTube. The color red
tends to encourage appetite hence why brands like Coca Cola use it often in their branding.
They also use words like happiness in their branding so they use the color red to build
excitement. YouTube likely uses the color red due to the excitement of watching videos
online. Notice how the red part of their logo is the play button which can help compel
someone into action. It encourages you to want to press play on their videos. Similar with
Netflix, you just can’t quit it even though your eyes are hurting at 2 AM and you try to
squeeze in one more episode.
According to New York Times, a study of shoppers in the US showed that association with
colors increased brand recognition by as much as 80 per cent.  We are sure to see much more
brands coming up with more red logos to make us feel the urgency to buy their products.

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2.2 YELLOW
Yellow is everywhere- the sun, the famous golden arches of McDonald’s, and heck, Coldplay
even has a song named after the color! Color Psychology says that it “is the brightest color of
the visible spectrum, and is the most noticeable of all colors by the human eye”. The human
eye actually processes it first, so no wonder it is such an attention-grabbing color, our brains
are actually wired to see it first! Much like how red has been proven to increase heart rate and
increase appetite, yellow has a similar effect in the food arena. Outside of the fast food
industry, many restaurants shy away from this color combination simply because of the
strong connotations to fast food.
Yellow is the color most associated with happiness and optimism, as well as creativity. It is
definitely not the calming color that blue is, but it still has the ability to make people happier
because it is also associated with warmth — because of the sun mostly. Yellow is unique in
that there are no “dark yellows”. While other colors can have muted tones, yellow is bright no
matter what.
Yellow is the color of the sun. Therefore, it evokes daylight, happiness and optimism. These
are universally desirable values that can be leveraged by several categories; therefore we find
many brands which use yellow. Maggie Noodles (which makes kids happy) and Amul Butter
(which makes kids and adults happy) are two Indian examples that come readily to mind.
Yellow is also used very effectively in combination with red by several brands of snacks and
foods to create an appealing blend of energy and happiness. Retail brands use yellow
extensively on their store fronts for a different reason – it has been proven repeatedly that
yellow grabs the attention of window shoppers.

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2.3 GREEN
Green is a color that can evoke powerful emotions. It is a dominant color in nature that
makes you think of growth. Think of nature and see the incredible variety of shades of
green expressing renewal and life. Green evokes a feeling of abundance and is
associated with refreshment and peace, rest and security. Green helps people feel
rested and secure. People are invited to wait in the “green room” before going on
camera to relax. Many doctors even use green in their offices to put patients at ease.
Green encourages a balance in your brain that leads to decisiveness. However, green
may also be perceived negatively when associated with materialism, envy and
possessiveness Green is a mixture of the two primary colors blue and yellow. Blue is
often used to create a sense of security and trust in a brand. The color yellow represents
optimism and youthfulness, and is often used to grab attention. Blue and yellow are
somewhat opposite in the emotions they evoke. Green is the color that combines them
in various shades to create even more variations of emotion Lighter greens that lean
more to the yellow end of the spectrum are associated more closely with freshness:
think of the first leaves of spring. Darker greens are more closely associated with
stability and growth: think of the more mature green leaves of summer. Green comes in
many shades and variations: The color green can be associated with the word “go” as in,
“We have the green light to go ahead.”Green can also be associated with environmental
initiatives.“We’re going green.”It’s hard to go wrong with green. With so many hues,
green is an extremely flexible color. The color green brings to mind different
associations.

2.4 BLUE
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Blue is the color of the sky and sea. It is often associated with depth and stability. It
Symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue
is considered beneficial to the mind and body.
It slows human metabolism and produces a calming effect. Blue is strongly associated with
tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity. You can
use blue to promote products and services related to cleanliness (water purification filters,
cleaning liquids, vodka), air and sky (airlines, airports, air conditioners), water and sea (sea
voyages, mineral water).
Use blue to suggest precision when promoting high-tech products. When we think about
high tech and blue at same time the first thought come is of FORD the most trusted and
oldest car brand. What first comes to your mind when you look at the logo of FORD?
The trust, wisdom and strength of this company. Their logo reflects the feeling of trust,
Calmness and peace. Blue is a masculine color; according to studies, it is highly
accepted among males. Dark blue is associated with depth, expertise, and stability; it is
a preferred color for corporate America. Avoid using blue when promoting food and
cooking, because blue suppresses appetite. When used together with warm colors like
yellow or red, blue can create high-impact, vibrant designs; for example, blue-yellow-red
is a perfect color scheme for a superhero. But Cadbury was first to get chocolates and
biscuits that had blue packages. They proved that not only blue suppresses appetite but
also created their own space. And as we know Oreo and Cadbury are the soul of
chocolate world.

2.5 BLACK
Typically, a brand’s dominant color aligns closely with its values and personality. Color can carry

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a lot of weight in business use, so it’s important to understand both the positive and negative
Characteristics of the color black and the traits associated when designing logos in black. Black
can be surprisingly mysterious. While you may often hear people refer to the term “basic black,”
the color black can be quite crafty and carry with it hidden meanings or messages. It can
suggest aggressiveness, power, and discipline. It can also be associated with
sophistication, temptation, affluence, high-end luxury brands, and success. When used in
packaging, black can create a powerful and impressive effect, even making products seem
more stylish or luxurious. Brands that use logos in black are usually secure and deep-rooted.
They don’t feel a need to call a lot of attention to themselves. They may believe that their
reputation speaks for them and they don’t need colors to convey their power, stability, and
value. All this reference to color and emotion is interesting because black is actually not a color,
but the absorption of all colors. Black is the absence of visible light. All of that aside, black
makes for a striking and potent logo. Often uncomplicated in design, black logos demonstrate
independence, simplicity, seriousness, and dignity. High-end luxury brands: Timeless black is a
popular choice for many high-end luxury brands. A symbol of elegance and affluence, black
logos work well for companies like Gucci, Prada, Chanel, Michael Kars, Coach, Cartier, and
Prada, to name just a few. Information and technology brands. Black suggests power, authority,
seriousness and presents itself as very modern and polished. It’s often the choice for
well-established technology and information giants. Strong brands like Apple, Sony, Motorola,
the New York Times, ABC, BBC, and others have consistently used black logos over the years.
Well-established athletic brands Because black is often associated with strength, discipline,
seriousness, protection, and confidence, it is also a popular choice for athletic companies like
Nike, Under Armor, Adidas, and Puma. Consumer decisions are often motivated by brands,
logos, and colors.

2.6 ORANGE
Although more gentle than the attention-grabbing nature of red and yellow,
orange branding inspires and creates enthusiasm – suggesting a feeling of fun,

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optimism, and adventure! Being that the color orange stimulates conversation
and imparts a message of affordability, orange branding is beneficial for
restaurants, hotels and other brands trying to reach that millennial market,
especially when marketing through social media.

Orange signifies a rather interesting contradiction. The two primary ways in which the color
communicates speak to two opposing ideas—activity and caution. Orange can encourage our
attitude to be more energetic and lively, while at the same time can instil a sense of
restraint. Without at least a basic understanding of how orange works, this conflicted color
may lead to an unclear message. Another subconscious association with activity that the color
orange creates is through its occurrence within nature, specifically citrus. Tangerines,
oranges, Clementine’s, and nectarines are all naturally orange, yes, but they represent
something deeper. As great sources of vitamin C, we’ve come to associate these fruits and the
color orange with life and energy.
Orange seems to decorate our highways more and more. As a symbol of safety, orange is
used to set things apart from their surroundings. Its use is usually found on traffic cones,
stanchions, tow truck lights, barrels, and other construction zone markers. The vibrancy that
orange exudes and the attention it demands makes it the ideal color for such scenarios.

2.7 WHITE
In color psychology, white showcases innocence, goodness, cleanliness, and humility. In
some parts of the world, white has the opposite meaning. You’ll want to keep this in mind

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based on the target audience you serve. The color meaning for white also has a negative side
where it symbolizes sterility and cold. On an ecommerce website, white tends to be the most
used color. You’ll likely use it as the background color for your product photo. Your pages
will likely have a white background with a black font. This is because; black font on a white
background is the best color combination for readability.

White is the color ASOS and Adidas use in their marketing. On ASOS, the words in the
header, logo, and background are white. When the background is grey or black, the font is
white and when the background is white the font is black. On Adidas’ online store, the top
navigation is black. The use of a white logo helps create contrast. Since their background is
white, they’ve chosen to use grey as a background for product photos to add another tone to
the mix. Many brands that have white as a central color tend to pair it with black or grey.

While all print and media advertisements used to be black and white back in the day, using
other colors really do make ads pop more. That said, a study in an article from the University
of Chicago Press found that, “Black-and-white images can lead consumers to focus on the
abstract, essential, and defining components of a product. In contrast, color images can draw
attention to the concrete, sometimes unimportant and idiosyncratic features of the product”.
However, sometimes black and white is just right for the brand. Not only are black and white
logos more easily formatted to any and all branding projects because any other color goes
well with black and white. Many brands use black and white along with one other color to
make their brand pop, like Netflix. Netflix utilizes a red background with white text with a
shadow of black to make their lettering pop. Although the world of advertising began in black
and white, these colors are the most versatile colors of them all because they go with every
other color out there!

3. CASE STUDIES

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 3.1 CASE STUDY: HOW COCA-COLA CAPTURED
HEARTS

Coca-Cola is famous for its white scripted text on a distinct bright red background.
Studies have also shown the color red can trigger impulse buys (which is a great trait for any
product if you are the manufacturer). The white swirling letters also simulate passion. White
is viewed as a brilliant color, making it perfect for signage due to its eye-catching qualities.
There was a time in the 1980s when “Coke” was struggling a bit with brand recognition.
They had released Diet Coke and Cherry Coke, and the lack of consistent colors coupled with
the scripted Coca-Cola logo being replaced with a block-like Coke logo caused these
different flavor variations to be seen as competition instead of all in the same cola family. It
was also found that there were variations in Coca-Cola’s “one true red.” The color differed
from country-to-country, state-to-state and even from store-to-store! Once these issues were
dealt with, the Coca-Cola family became consistent in its branding and continues to rank as
the world’s most popular soda. It has been reported that 94% of the world’s population
recognize Coke’s red and white logo,  and Coca-Cola has claimed that its name is second to
“okay” as the most understood term in the entire world! At least I’ll be able to ask for a Coke
if we’re ever stranded in Puerto Rico.
Have you heard of the Pepsi Paradox effect?
Pepsi regularly beats Coke in blind taste tests, but once people know what they’re drinking,
they choose Coke over Pepsi.
The “brand” gives Coke an edge over Pepsi. Coke’s colors and advertising campaigns have
given people a subconscious loyalty to the Coca-Cola brand.
Coke’s red and white combination has also spurred one of the strangest myths I’ve heard,
regarding an extremely popular character known around the world as Santa Claus. It has
been rumored that Coca-Cola “invented” Santa Claus as we know him today– wearing a
red suit outlined in white trim. This myth has been debunked, as there are multiple images of
Santa Claus in red and white predating Coke’s first Santa Claus advertisement in 1931. Coca-
Cola can be credited with popularizing Santa Claus in a time before color was regularly used
in media. Coke also humanized Santa with certain physical attributes that we still use today
(rosy cheeks, large and jolly build, twinkling eyes, etc.). To this day, Coca-Cola is
synonymous with winter and Christmas due to advertisements portraying Santa and, more
recently, white polar bears. I fondly remember the polar bear ads during the 1994 Winter
Olympics.
Would Coca-Cola have been as successful had they chosen different colors for their logo?
Perhaps. Between 1894 and 1913, free samples of Coca-Cola were distributed to the public.
During those years, approximately 1 out of every 9 Americans had sampled a free Coke!
Now that’s good marketing!
The Coca-Cola brand was estimated to be worth $56 billion in 2014, fourth most in the
entire world.

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There’s certainly a chance that the soft drink would have been just as popular in “Pepsi-Blue”
packaging, but the smart money says that Coca-Cola knew what it was doing when they
branded their product. Color is an incredible force, and Coca-Cola used it to its advantage.

3.2 CASE STUDY: HOW COLORS ARE USED BY

FILMMAKERS TO SET THE MOOD FOR A FILM

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Since its inception, film has always been, at its core, a visual media. One of the most
important and striking aspects of a film is its use of color to incite a psychological response
from the audience. Color can be used to convey a mood and set the tone or ambiance of a
scene. Take for example the film Avengers: Endgame, in which the vfx and effects have been
taken out to an extent that it drew out a massive attention toward the superheroes and actors
of this century. Each color has been used valiantly to depict the heroism of the characters
which get instilled in our minds forever. Also, keep that in mind that this is the most earning
movie of all time, and the biggest reason behind it is the amazing visual effects and
colorizing team behind it.

While color is certainly important to setting the overall tone of a scene, it can also be used to
imply certain qualities of a specific character. As a setting, the color green brings to mind
lush, verdant fields and the fertility and hope of a fresh spring morning. On a character,
however, green can be used to convey evil, and a dark, sickness of the spirit. In the film The
Wizard of Oz, it is exceedingly obvious to the audience that in comparison to Dorothy’s pale
pink and blue innocence, the Wicked Witch of the West is the evil villain of the tale.
But color can be used for more than just creating a feeling; it can also be used as a highlight,
to guide the audience to see what is important. In Steven Spielberg’s
masterpiece, Schindler’s List, the entire film is shot in tones of black and white. One of only
four images of color in the entire three hour and fifteen minute film belongs to the lost little
girl in the striking red coat. The audience can’t help but notice her. In a sea of destruction,
mutilation and mass murder it is easy to lose sight of the humanity on both sides. But the
image of the little girl in the red coat brings to mind individuality; she stands out, and you can
be sure she is a person, not just another faceless casualty. One little flash of red represents the
importance and individuality of each of the millions of lives lost during the Holocaust.
Recently, an Indian web series called Kota Factory came out in black and white, which

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explained the lives of students under tremendous pressure of cracking the tough and
competitive exams. Color is added only in the final 30-40 seconds of the series, depicting the
entrance of light in the students’ lives.

Quentin Tarantino, a fan of both the subtle and the unsubtle, uses color in a variety of ways,
from the codenames of the thieves in Reservoir Dogs to the bright yellow track suit (itself a
tribute to the films of Bruce Lee) worn by the protagonist of Kill Bill. In Apocalypse Now,
subject of another Channel Criswell essay recently featured here on Open Culture, Francis
Ford Coppola and cinematographer Vittorio Storaro "used a balanced color scheme in kurtz's
compound, but the orange mist gave a feeling of toxicity in the air."

If cinephiles give that subject a little study, they'll see how their favorite films tell stories in a
more, well, vivid way using colors in the picture.

CONCLUSION

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1. The emotional effect generated by color symbolism varies significantly
between populations and cultures, depending on demographic factors such as age, gender
and ethnicity. It requires a careful analysis of public attitudes toward color target in the
marketing activity based on this parameter.
2. Association of colors with a particular meaning, regarding the marketing message cannot
be standardized. In general, communities react differently to a particular color, according to
their cultural experiences. However, there is also a personal attitude toward color, connected
with makeup shade selection, depending on skin color.
3. Public preferences related to a particular color can be made in relation to the events that
marked it.
4. Assigning a color to a product at random, it is not always doomed to success. Each
color has its own symbolism and cannot be used randomly, or applied to any product.
5. Though according to color psychology, each color represents a set of positive and negative
emotions, it should be noticed that the meaning of each color varies highly with every
individual. The gender, viewpoint, and values of the audience is a major cause to perceiving
or relating certain emotions to certain colors. The emotions related to each color as
mentioned above are general to most people and only given for you to understand color
psychology easily. There are no set rules for the use of colors for your brand, but it’s
important to understand what color will be successful in representing your brand the way you
want it to.

REFERENCES

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Alva, M. (2006, December 26). Color me Verizon red, T-Mobile pink and…: Big telecoms
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Applebaum, M. (2005, May 23). Beware purple people eaters. Brandweek, 46(21), 46.

Berman, M. (2007). Street smart advertising: How to win the battle of the buzz. Lanham,
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Birren, F. (1997). The power of color: How it can reduce fatigue, relieve monotony, enhance
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Bleicher, S. (2005). Contemporary color theory and use. Clifton Park, NY: Thomson/Delmar
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Cheskin research finds that when it comes to packaging, looks count. (1998, September 21).
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 Piotrowski, C.; Armstrong, T. (2012). "Color Red: Implications for applied psychology and
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http://www.openculture.com/2017/03/how-filmmakers-like-kubrick-jodorowsky-tarantino-
coppola-miyazaki-use-color-to-tell-their-stories.html

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