This document discusses the power of color in marketing. It begins by explaining that color is an important part of perception and nonverbal communication. Research shows that color increases brand identity, memory, engagement with ads, and comprehension. The document then explores the meanings and psychological associations of different colors. It also examines how color preferences and meanings can vary across cultures and genders. The marketing mix elements of product, place, promotion, and price are discussed in relation to how color impacts them. Examples are provided of how company logos have evolved through changing colors. Finally, advertisements and commercials are analyzed that effectively use color to engage viewers.

1. Power of Color in Marketing
Submitted by:
Nour Al-Zaabi
Gulf University for Science and
Technology
Kuwait 2008

2. Out Line
Quiz
The meaning of colors
Color in Psychology
Color in different genders
Color in different cultures
Marketing Mix
Logos Evolution
Advertising

3. Abstract
As you all know, color is part of perception.
Perception consists of exposure, attention
and interpretation. Other stimulus factors are
size, intensity, position, format, isolation, etc.

4. Why is color important ?
Color is a form of nonverbal communication.
Marketing Researchers have shown that color
increases brand identity, assists in memory,
increases a reader’s participation in ads, and
improve readership, learning, and
comprehension.

6. The Meaning of colors
Understanding the meaning of color aswell asthe culturaluse of color
and how colors interact isimportant

7. • Black- conservative, mysterious, sophisticated
• Green- growth, health, environment, harmony
• Red- love,passion, heat, joy, power
• Blue- strong, important, peaceful, intelligent
• Yellow - happy, joy, cheerful, remembrance
• Pink - sweet, nice, romance, playful, delicate
• Orange- energy, warmth change,health
• White- purity, innocence, softness

8. Color in Psychology
Whatis Chromotherapy?
Chromotherapy or Color Therapy is the sciencethatuses the
colors to modify or to keep thevibrations of the body in a
frequency thatresults inhealth,welfare and harmony.

9. • Green -Energy of cleanliness, vase dilator and
nerve relaxant
• Yellow -Reactivator, purifier, and very useful
for the skin
• Red - Activates the circulation and nervous
system
• Blue - regenerator of muscle cells, nerves, skin
and circulatory system
• Violet -Relaxes the nerves. Heals infections
and inflammations

10. Favorite Color by Gender
When thisdataisexaminedfurther and filtersofgenderare applied,
someinterestingresults surface.The two piecharts below
represent favoritecolors ofeach gender.

12. Color in different Cultures
Sometimes colors create a physical
reaction and atother timesit is a
cultural reaction. Colors followtrends as
well.

13. Red
• China: Good luck, celebration
• India: Purity
• South Africa: Color of mourning

14. White
• Japan: symbolizes death
• India: unhappiness
• China: Death, mourning

15. BLUE
• China: Immortality
• Iran: Color of heaven and spirituality

16. Black
• China: Color for young boys
• Thailand: Bad luck, unhappiness, evil
• Australian Aboriginals: Color of the people

17. The Marketing Mix
 Product : Color can affect products when
determining if they are real or fake. A product
that’s color doesn’t represent its true one, may
fail in the market; for example the iPod shuffle
from Apple’s colors are much sharper and easier
on the eyes – whereas the fake iPod shuffle ones
are much darker and not as attractive.

18.  Place : Color determines the location of a place
and how its atmosphere is. For instance, fast food
places such as McDonalds are usually red, yellow
or orange. Giving you the impression to eat faster
and hurry up. Whereas, more classic restaurant
such as Le’Notre; have colder colors such as blue
and purple, giving the notion to stay and relax.

19. Promotion : In the past years, the word SALE
has been associated with the color red, but
now stores are using red price tags to attract
customers, even if there isn’t a sale.

20. Price: When it comes to clothing, color plays a
major effect in seasons. During the summer,
darker fabrics are cheaper whereas in winter,
they are expensive due to demand.

21. Logos Evolution
• Logo’s: Through time, companies have
changed their logo’s or rebranded – changing
a logo can be a risk, but some companies have
gone with it and changed it. Though the
companies in the upcoming slides have
changed and remained successful.

22. • IBM – Changed to blue to show that their
machines are strong and stable.
• Burgan bank – Added the orange stimulant to
show the demand for attention.
• Pizza Hut – The yellow strike shows the
relaxed atmosphere of the place.
• Burger King – Added the blue strike to
emphasize authority related to the word King.

23. Logos Evolution

24. Advertisement and commercial
Here are a few examples of how colors are used
in advertisements and commercials.

26. Commercials
• Skittles -
http://www.youtube.com/watch?v=MUJ4uorY
PoY
• Gameboy -
http://www.youtube.com/watch?v=cn3EAVpO
dro

27. Result

28. Your Welcome for any Questions