1. Choose one of the following companies. What colors does it use predominantly in its logo or packaging? How do these colors affect the perception of its products?

a. Wendy’s

b. Microsoft

c. L.L. Bean

d. Starbucks Everyone has a favorite color. When someone asks us what it is, we usually answer without hesitation. As consumers, we gravitate toward that color in just about everything—clothing, room décor, automobiles, and the like. (Do you have a friend who always wears black? Or a roommate who insists on decorating entirely in purple?)
We’re also drawn to our favorite color when we see it in packaging.
Marketers know this. They do a great deal of research to determine greater complexities in the perception of color, as well as cultural determinants of color preferences. To break through consumers’
perceptual screens so they are attracted to the products being offered, marketers need to understand how color is perceived in order to use it effectively.
Scientists know that color literally affects the body and mind.
Colors stimulate the nervous system and create emotional states.
For example, red increases the heart and breathing rate. It also represents danger or caution. Advertisements that display words or product details—such as tooth decay prevention—against a red background may cause consumers to respond with a purchase in order to avoid getting cavities. McDonald’s use of red in its color scheme subliminally encourages consumers to order and eat their food quickly—the whole idea of fast food.