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Marketing Color



 The Psychology of Color in Marketing Materials

 June Campbell


Market researchers have had a field day identifying the colors and the likely effect they have upon us. However, the effects of color differ among different cultures, so the attitudes and preferences of your target audience should be a consideration when you plan your design of any promotional materials. For example, white is the color of death in Chinese culture, but purple represents death in Brazil. Yellow is sacred to the Chinese, but signified sadness in Greece and jealousy in France. In North America, green is typically associated with jealousy. People from tropical countries respond most favorably to warm colors, people from northern climates prefer the cooler colors.

Basically, in North American mainstream culture, the following qualities are associated with color:

excitement, strength, sex, passion, speed, danger.

Blue (listed as the most popular color)
trust, reliability, belonging, coolness.

warmth, sunshine, cheer, happiness

playfulness, warmth, vibrant

nature, fresh,  cool,  growth, abundance

royal, spirituality, dignity

soft, sweet, nurture, security

pure, virginal, clean, youthful, mild.

sophistication, elegant, seductive, mystery

prestige, expensive

prestige, cold, scientific

Market researchers have also determined that color affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue and navy.  Traditionalists respond to pastels - pink, rose, sky blue.


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