How Colour Is Used in Marketing

Scientists know that colour literally affects the body and mind. Colours stimulate the nervous system and create emotional states. For example, red increases the heart and breathing rate. It also represents danger and caution. Ads that display words or product detailssuch 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 colour scheme subliminally encourages consumers to order and eat their food quicklythe whole idea of fast food. On the other hand, blue has a calming influence on the nervous system and evokes peace, freedom, optimism, trustworthiness, and creativity. If marketers want to emphasize the teeth- whitening properties of the toothpaste described earlier, using advertisements or packaging with a blue background would likely be most effective. The colour blue also suggests intelligence. Green is another positive marketing colour, commonly representing nature, freshness, health, abundance, and money. General Mills has a green "G" as part of its logo. Freshness, health, nature, and abundance are all qualities that consumers would like to find in the food they buy. Colour has certain meanings in different culturesin Canada white signifies cleanliness and purity, but in China, white is associated with funerals and mourning. And whereas yellow signifies happiness in Canada, the colour symbolizes sadness in Greece and jealousy in France. This presents a challenge for global marketers such as McDonald's, whose signature brand colours are red and yellow. Understanding the psychology of colourthe way it can be used to affect perception and shape consumer attitudes toward goods and servicesis an important tool for marketers. The next time you find yourself reaching for the green bottle of vitamins or asking to test-drive the blue car, at least you'll know why.

Question What colour does Starbucks use predominantly in its logo or packaging?

How do these colours affect the perception of its product?