THE POWER OF COLOUR
Colours
represent diverse meaning and aesthetics in different cultures. In non-verbal
communication, colours means; a form of non-verbal communication. It is not a
static energy and its meaning can change from one day to the next with any
individual and it depends on what energy they are expressing at that point in
time. In today’s competitive environment, colour plays a significant role to
the buyer decision making. Colour perception is fundamental on consumer
decision making as marketing strategies
subject to the values of consumers. As consumers become more and more sophisticated,
marketing strategies find ways to better understand the associations between
colour and consumer behavior. Means that the contribution of colour to consumer
behavior is become important.
Furthermore,
the psychology of colour is one of the most talked about and controversial
areas of consumer psychology. The idea that certain colours can evoke specific
emotions; interesting to say the least, and the notion colours can actually
persuade us to buy a product and it is most definitely appealing. Given colour
is the first attribute that consumers notice on a product, packaging colours
can build sustainable consumer perceptions. It is also one of the power to
influence the consumer perceptions of price and quality. Consumer can classify
products into expensive and below average based on colour. Example, black or
grey products are typically perceived as expensive and valuables whereas white
produce are often perceived as cheap. This is the way marketers use to convey
quality signals to consumers and influence their purchasing decisions. Colour can
becomes an integral constituent of marketing strategies.
Many
marketers already beware that different colours have a different psychological
ompact on consumers. They have been hard wired to make certain
neuro-associations with different colours. The impact of these influences is subtle,
but effective and worth implementing. Every colours have their own strength and
meaning such as; red – known as internationally buying colour. It is the most
‘emotional’ of all colours. It can make us feel passionate, angry or a sense of
danger. Red is best used to draw attention to specific message or area that we
want the consumer to focus on due to its have variety of emotion when they saw
it. Example famous products are KFC, Coca-Cola, and sale promotion. The versus
colour of red is blue. Blue was determined to be the best seller and people’s
most favourite colour throughout the world, regardless of cultures. Blue is
considered the colour of communication; light blue leads to fantasy and dark
blue leads to authority and power. Moreover, blue conjuresup feelings of
tranquility, peacefulness and flights of fancy. Both colours are the most
prominent and internationally recognized colours to promote sales and makes a
strong case for the use of each to highlight price discount.
Professor
Rajesh Bagchi (associate professor of marketing in the Pamplin College of
Business) have done some research about red and blue backgrounds colours
influence consumers’ willingness to buy. In his research, his focus on the
impact of colour on three settings; auctions, negotiation and fixed-price
setting such as retail stores. He mention that incidental exposure to colour
can affect willingness to pay and have important implications especially
exposure colour on web page backgrounds or wall in brick and mortar stores.
Furthermore, colour also are ubiquitous in consumer contexts. He found that
consumer at auction or competitive situation for a scarce or limited product
was more willing to pay after being exposed to a red instead of blue. During negotiation,
red background decreased a consumer’s willingness to pay compared to blue.
Consumer fixed-price were more influenced by blue. This because consumers were
only competing with the seller.
In
conclusion, colour is omnipresent in consumer behavior. Colour is related to
culture influences that form consumer attitudes, stimulate emotions and guide
consumer awareness. As colour is the first product attribute that consumers are
influenced by and given that each consumer perceives each colour intuitively,
consumer behavior is subject to the cognitive aspects of consumers. Colour is
creating brand identity and drives consumer needs.
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