THE IMPORTANCE OF COLORS IN MARKETING Prof. Savica Dimitries
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THE IMPORTANCE OF COLORS IN MARKETING
Prof. Savica Dimitrieska
A picture (colors) is worth a thousand words
A picture (colors) is worth a thousand words
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
What are colors recommended for?
Not for: Food industry & Agriculture products
What are colors recommended for?
Not for: Airline & Automotive Industries
What are colors recommended for?
Not for: Finance & Automotive industry
What are colors recommended for?
Not for: Airline & Automotive Industries
Changes in logo due to colors!
Changes in logo due to colors!
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!
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