Leverage the Psychological Effects of Color to Improve Your Advertising and Promotional Efforts
Many scientific studies have been conducted that measure the psychological effects of color on consumer buying habits. Take advantage of their findings to help you improve the power of recognition and persuasion in your marketing.
St. Louis, Missouri (PRWEB) September 13, 2006 -- Color is light and light is energy. According to Pantone, an internationally recognized color authority, scientists have found that actual physiological changes take place in human beings when they are exposed to certain colors. Colors can stimulate, excite, depress, tranquilize, increase appetite and create a feeling of warmth or coolness.
Although red, yellow and orange are in general considered high-arousal colors, and blue, green and most violets are low-arousal hues, the brilliance, darkness or lightness of a color can alter the psychological message. While a light blue-green evokes tranquility, a brilliant turquoise—often associated with a lush tropical ocean setting—has a more stimulating effect. The psychological association of a color is often more meaningful than the actual visual experience.
Color and marketing
The 2004 Seoul International Color Expo conducted a survey that documents some interesting relationships between color and marketing. Over 92 percent of those surveyed said that they placed the most importance on visual factors when purchasing products. Only 5.6 percent said that the sense of touch was most important. Hearing and smell each drew 0.9 percent.
When asked to rate the importance of color when buying products, 84.7 percent of the total respondents said that color accounts for more than half among the various factors that influence buying of products.
Capture Attention
According to a color knowledge report developed by Xerox, your company’s first impression is the most important one. The decision to read or reject pamphlets and direct mail pieces is made by readers in just 2.5 seconds. A well-considered color scheme can keep your promotional materials on prospects’ desks and out of the wastebasket.
Color increases readership by 80% over black and white. Adding color can help ensure that critical information gets read and customers understand the products they are buying.
Color makes an impression that is 39% more memorable. Direct mail pieces and collateral leave a more lasting impression if they’re in color. People are 55% more likely to pick up a full-color piece of mail first. A simple way to get a prospective customer to open one direct mail piece over another? Use color on the envelope.
Outdoor Color
“Bold and bright color makes the biggest impact and leaves the best impression with grand and large format projects like billboards, wallscapes and banners,” according to Vince Croghan, President of Commerce Color, Inc., a grand format printer based in St Louis, Missouri and serving clients nationwide. “Outdoor advertising is, generally speaking, not the time to be subtle. With outdoor signage, keep your message short and pour on the color if you want people to notice and, more importantly, retain it.”
Color is Power
Leatrice Eiseman, Director of the Pantone Color Institute believes in the power of color. “Memory retention studies tell us that consumers are up to 78% more likely to remember a word or phrase printed in color than in black and white. The human eye is drawn to color. Color activates the right brain, while the printed word activates the left brain. When color is combined with the written word, it impacts consumers with the triple whammy of greater recall, recognition and attention.”
Located in St. Louis, Missouri, Commerce Color is a large and grand format digital printing company specializing in wallscapes and building wraps as well as custom vinyl banners, digital wallpaper, wall coverings and a variety of other vinyl products. Commerce Color helps companies communicate their message to their audience in a big way. Visit us on the web at www.commercecolor.com
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