Impact of color in marketing by Satyendra Singh

This article describes the impact of color in psychology in the content of marketing and also examines the researches and meanings of color giving as the examples of marketing approaches. Colors are perceived differently from humans, because perception is the most important thing even in psychology and also marketing.The meaning and affect of colors can be easily changed by the different health, cultures, emotions, genders.
This article continues the analyzing of colors in the marketing industry. The nature of experiments is not scientific, but the results seem to be in general agreement among marketers. For instance, the using of red in the restaurants and the affect of yellow color in fast food restaurants must be important. By contrast, formal restaurants use blue color in order to make the customers relax and calm for the staying them longer at these restaurants. In the perception of the passage of time, red light shows the objects bigger, and time passes slowly; in contrary to the blue color. Casinos take the advantage of the color lighting. Colors evoke brands and they have strong emotional impact. On the packaging of toothpaste the using of holograms can attract the consumers. In the using of impact on trends, people develop short- and long-term color forecasts so marketing managers could use the trend and adjust color of their products' packaging.
Finally, colors vary across culture, gender, and, age, among others. The marketing managers should be aware of the perceived importance of colors and their interpretation in a particular geographic area. Packaging and store wall colors can affect their sales. Depending upon their target audience, they should choose perfect colors. The wrong color choice can have negative impact on the image of the product and the company. Managers, who promote the country-of-origin of heir product, colors can be changed through the specific countries.
To sum up, colors have more affects in the psychological marketing of such items. Careful color choice can influence customers' prefers. Therefore, marketing managers should be aware of their color choices and the entire market might not experience their logos, advertisements, and packaging in the same manner it was intended by the marketing team, because the impact and perceived differences of color can be easily changed upon lots of reasons.

Singh,S. (2006) 'Impact of Color on Marketing' Management Decisions Vol 44 No 6 pp783-789

İREM YILDIZ

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