Conference presentation the importance of colors in marketing

THE IMPORTANCE OF COLORS IN MARKETING

Prof. Savica Dimitrieska

A picture (colors) is worth a thousand words



Colors and Health (Egyptian doctors)

Colors and Health (Chromotherapy)

General meaning of colors

ConfidenceStability

CalmnessSincerity

LoveEnergyPassionDanger

EleganceFormalityMystery

Sophistication

GrowthFreshness

EnvironmentMoney

WarmthJoy

EnergyCheerfulness

HealthWealth

HappinessFriendliness

RomanceCompassion

BeautyLove

LuxuryRoyaltyPower

Sophistication

Colors and Religion (Islam – green)

Colors and Religion (Buddhism - saffron)

Colors and Religion (Hinduism - red)

Colors and Religion (Judaism - blue)

Colors and Religion (Christianity –red & white)

Colors and Religion (Christianity –prohibition of blue)

Colors and Religion (Elizabeth I –prohibition of purple)

Colors and Cultures

EnergyPassion

ExcitementLong live-China

South AfricaSadness

Pain Loss

RoyaltyHarvestAutumnWarmth

Middle EastSadness

PainLoss

CalmnessConfidence

PowerResponsibility

AsiaImmortality

NatureFreshnessProgressMoney

Envy

Middle EastSacredFertility

HappinessHealth

Colors and Marketing

1% sound/smell6% texture

93% visual elements

85% of people are noticing colors at first sight when shopping

15% other

80% increased visibility of brands due colors

“Color” trademark infringement lawsuits!

Colors and Logo! (What colors are used the most?)

33% 29% 28% 13%

95% - of companies use one or two colors in their logo 5% - of companies use more than two colors 41% - of companies use text only in their logo 9% - of companies do not use logo at all

What are colors recommended for?

Not for: Financial sector & Energy


Not for: Food industry & Agriculture products


Not for: Airline & Automotive Industries


Not for: Finance & Automotive industry


Not for: Airline & Automotive Industries

Changes in logo due to colors!



What are the rules for usage of colors?

MARKET RESEARCH!

TRENDS in colors: Usage of Happy and pastel colors!