1. Marketing to the Senses: The Ingenious Ways Marketers Use Color Marketers have long realized the importance of perception and appealing to our physical senses; and perhaps our most important physical sense is sight. Through sight we perceive colors, sizes, and the position of objects in the environment. In fact, the majority of our sensual perception occurs through sight. Visual tools related to perception are used by marketers to increase attention to marketing messages. An important tool for marketers related to sight is the use of color. According to color experts, color sells. Color catches attention, conveys meaning, and elicits emotions from consumers. Lets look at some common colors and how they are perceived:

Red is typically associated with appetite and sexual arousal; it is attention-getting and exciting. Red can also convey a warning or signify rescue from dangerthink of the American Red Cross or a bright red fire engine.

Orange is also a high-energy color associated with appetite and power. Tide laundry detergent uses an orange package to signify its strength.

Blue is considered relaxing; it is associated with sky, water, trust, and the future. Blue is Americas favorite color, according to the makers of Crayola crayons.

Yellow sends a message of optimism, happiness, and nature. Yellow is symbolic of light, the sun, and cleanliness. Cleaning products are often packaged in yellow.

Marketers know that colors speak to people and give them messages about the product, making color an important part of the overall marketing message. Read the above text on the ways marketers use color and identify two brands that you feel effectively incorporate color into their marketing strategies. Explain why.

2. Describe how marketers of Levis Jeans could use sensory-based marketing messages to increase sales. Identify one technique for each of the five senses.