dj magazine  
Marketing Color

 

r

 The Psychology of Color in Marketing Materials

 June Campbell

 

Market researchers have had a field day identifying the colors and the likely effect they have upon us. However, the effects of color differ among different cultures, so the attitudes and preferences of your target audience should be a consideration when you plan your design of any promotional materials. For example, white is the color of death in Chinese culture, but purple represents death in Brazil. Yellow is sacred to the Chinese, but signified sadness in Greece and jealousy in France. In North America, green is typically associated with jealousy. People from tropical countries respond most favorably to warm colors, people from northern climates prefer the cooler colors.

Basically, in North American mainstream culture, the following qualities are associated with color:

Red
excitement, strength, sex, passion, speed, danger.

Blue (listed as the most popular color)
trust, reliability, belonging, coolness.

Yellow 
warmth, sunshine, cheer, happiness

Orange 
playfulness, warmth, vibrant

Green 
nature, fresh,  cool,  growth, abundance

Purple  
royal, spirituality, dignity

Pink 
soft, sweet, nurture, security

White
pure, virginal, clean, youthful, mild.

Black
sophistication, elegant, seductive, mystery

Gold 
prestige, expensive

Silver 
prestige, cold, scientific

Market researchers have also determined that color affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue. Shoppers who plan and stick to budgets respond best to pink, teal, light blue and navy.  Traditionalists respond to pastels - pink, rose, sky blue.

 


powered by

 

r

web hosting | how to advertise | submit an article  

  about DJzone


DJzone network:
DJzone.com | Partypros.com | DJchat.com | DJ-mall.com | DJgearbid.com | MDJU.com | DJTalk.com | DiscJockeydirectory.com | 411dj.com


   DJzone | letters to the editor | features | reviews | daily music news | classifieds | resources


Copyright © 2001 DJzone, Inc. All rights reserved.