To some consumers, color is merely a
decorative trait. However, in marketing strategies, color is used by brands to
reach consumers on a deeper level and stand out in the market amongst
competitors. And to ensure color is most effective, brands wanting to optimize
success, should seek color research that can best meet their objectives of
appealing to consumers.
This paper discussed
the science of color to consumer perception and the value of that color
research to consumer-brand relationships. Specifically, it examined how color
influenced consumers’ perception and how brands strategically utilized color to
distinguish themselves amongst competitors, establish an identity, promote an
image, and foster relationships with its consumers.
In this study, to test
the significance of color to consumer perception and brand imagery, a nonrandom
convenience sample of 20 North Jersey men and women between the ages of 18 and 37
years old participated in a focus group. Using color-centered advertisements
and photos, partnered with a survey questionnaire, the consumer perception and
behavior with color and corporate brand identity were examined.
The results of this
study demonstrated the ability of color to provide visual information to
consumers without words or lettered logs. This study also showed color was used
as a primary tool in identification and had the ability to influence perception
about price, quality and brand personality.
In conclusion, the
results of the survey show that color is vital to the
communication and relationship building process to both consumers and brands. Also,
consumers don’t rely solely on color when recognizing a branding and
more can be done to examine how integral color is to manufacturing
brand-consumer relationships. Overall, the ability for
color to alter purchase intent can be beneficial to in branding strategies
around the world. Besides, additional research on organizations that don’t
consult color research should also be further studied.
Article by Meagan K. Cunningham, from Seton
Hall University, South Orange, NJ, USA.
Full access: http://mrw.so/1c6Ojj
Image by princes anna, from Flickr-cc.
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