Special Report on
Impact of color on marketing
Impact of color on marketing - Trends
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Although color is a "soft science," substantial research shows why color matters and how it plays a pivotal role in all our visual experiences. 1. Research conducted by the secretariat of the Seoul International Color Expo 2004 documented the following relationships between color and marketing: 92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent. When asked to approximate the importance of color when buying products, 84.7 percent of the total respondents ...
Fascinating research has discovered that colour is a commanding force in altering and initiating emotions and behaviours. The use of different colours can calm an angry prisoner (Schauss, 1981), improve recovery rates in hospital (Dalke et al., 2005), influence your perceived attractiveness of a mate (University of Rochester, 2008) and in the world of marketing, it has been found that about 62-90 percent of a product assessment is based on colour alone (Singh, 2006). So why is colour such a powerful and influential force? Particularly, why is it so relevant in consumer behaviour? A brief ... Read More
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