Thesis Colour Psychology

A Thesis Report On The Colour Psychology - Branding A Thesis Submitted In Partial Fulfillment of the Requirements For The Awards
of Degree from IIPM
Submitted By: Nikita Pawar Alumni Id: IIPM/SS/10-12/PUN/MKTG/066 Under The Guidance of Internal Guide: External Guide: Prof. Simatee Sen Prof. Pranab Deb
THESIS SYNOPSIS
Name: Nikita Pawar Batch: SS 10-12 IIPM Specialization: Marketing and Human Resource Phone Number: 8793323290 Email Id: nikkitapawar@yahoo.com Desired Area of Research: Title of the thesis: Branding (Packaging)
The Colour Psychology.
Problem Definition / Hypothesis: In todays market scenario the concept of using the right colour for the right product has become very important depending among the targeted market. Its the phase where the product talks for itself through its packaging and branding. Hence it has become very necessary for knowing the colour psychology. Attracting customers has become difficult especially in todays competitive market. Therefore understanding various branding aspects is a must. On failure of which can lead to the product failure.
Scope of Thesis: Through this report it will be easy to understand the role colour plays in buying behavior as well as how do companies create their products in different colours in order to indicate its use and qualities. Colour is an important aspect and through this report it will be seen that how colour really helps to get in touch with the targeted market and how it can help in setting unique brand identity and image. Apart from this even certain issues like how by not choosing the right colour can lead to failure of the product.
Research Methodology: Primary Research: Will be done through surveys and questionnaires prepared for both the customer and company.
Secondary Research: The output obtained from primary research and also through books, internet and websites. Justification of Topic: interpretation. Statistically analysis using percentage and mean following by a brief
Details of External Guide:Name: - Dr Pranab S Deb Qualification: - PhD, MMS, MTech Area of Specialization: - Marketing Institute:-IIPM, Pune Phone No:-+91-9960095961
EXTERNAL GUIDE APPROVAL LETTER
To
Internal Guide IIPM, Pune
Sub: External for Nikita Pawar for her thesis The Colour Psychology - Branding
Dear Sir/Madam,
With reference to above mentioned subject. I would like to consent to become an external guide for the thesis on the topic The Colour Psychology - Branding conducted by Miss Nikita Pawar student of IIPM college batch PGP SS 10-12 IIPM. I would be helping and guiding her during the tenure of the thesis.
Thanking you
Pranab S Deb +91-9960095961
INTERNAL GUIDE APPROVAL LETTER
Hello Nikita,
You can go ahead with your thesis topic The Colour Psychology- Branding"
You have to send me at least 6 Thesis Response Sheet before submitting the Final Thesis. The Response Sheet should contain the following details: 1) Your Name 2) Your ID Number 3) The Topic of the Study 4) Questionnaire which you have made to collect Primary Data (in the first or the second Response sheet) 5) Date when the Guide was consulted. 6) The outcome of the discussion 7) The Progress of the Thesis
You can collect the ID number from our librarian Mr. Mayur S. Mangulikar (email: mayur.mangulikar@iipm.edu), IIPM, Pune, mentioning your Full Name, Full Batch No., Area of Thesis & Contact No, by showing a copy of my approval letter. Please get back to me for further clarifications.
Wishing you all the best.
Best Wishes.
Simantee Sen Faculty, Training & Events IIPM-PUNE
RESPONSE SHEET 1
Respected Maam,
Response sheet 1 Name: Nikita Pawar Id number IIPM/SS/10-12/PUN/MKTG/066 Topic of study: The Colour Psychology- Branding Date when the guide was consulted: 04/08/2012 The outcome of the discussion: The entire branding strategy which companies adapt, and from it the color concept was studied. The focus will be given on five companies from different sectors and how they use the schemes for their branding purpose. The sectors are IT (Apple), Automobile (Ferrari), FMCG, Service (UPS) Financial (Citi Bank).
The progress of the thesis: To start with the introduction of the topic, the strategy related to work was made in a logical way time management was decided area of work was decided. The different cases for reference are been studied.
Thanks and regards Nikita Pawar IIPM 10-12/SS
RESPONSE SHEET 2
Respected Maam,
Response sheet 2, Name: Nikita Pawar Id number: IIPM/SS/10-12/PUN/MKTG/066 Topic of study: The Colour Psychology- Branding Date when the guide was consulted: 30/08/2012 The outcome of the discussion: The entire focus was given on how the project layout will be carried on and which topics to focus in the thesis. Even the market research pattern was discussed out.
The progress of the thesis: All important points have been included in the thesis by far and done with the introduction part along with one company details (i.e. apple the IT sector).
RESPONSE SHEET 3
Respected Maam,
Response sheet 3,
Name: Nikita Pawar
Id number: IIPM/SS/10-12/PUN/MKTG/066
Topic of study:The Colour Psychology- Branding
Date when the guide was consulted: 5/09/2012
The outcome of the discussion: The Market Research plan was discussed down few changes where brought about in the company research done; we had to stop the research on Citi Bank as they are not ready to cooperate.
The progress of the thesis: Four Companies have been studied and researched.
RESPONSE SHEET 4
Respected Maam,
Response sheet 4,
Name: Nikita Pawar Id number: IIPM/SS/10-12/PUN/MKTG/066 Topic of d study:The Colour Psychology- Branding
The outcome of the discussion: The entire questionnaire was worked out and studied properly. The sample size was decided.
The progress of the thesis: The market research plan has been outlined and the study for the same has been started.
RESPONSE SHEET 5
Respected Maam,
Response sheet 5,
Name: Nikita Pawar
The outcome of the discussion: The data received from the questionnaire was analyzed and conclusions were discussed and interpreted.
The progress of the thesis: The Research Process is completely done.
RESPONSE SHEET 6
Respected Maam,
Response sheet 6, Name: Nikita Pawar
Date when the guide was consulted: 1/10/2012 The outcome of the discussion: The entire research process was checked and the conclusion was obtained. The final thesis was mapped down properly for the closure.
The progress of the thesis: The Thesis is completed and is ready for submission.
ACKNOWLEDGEMENT
The pleasure that follows the successful completion of an assignment would remain incomplete without a word of gratitude for the respondents without whose cooperation the thesis would have remained a distant dream. It was indeed pleasure to thank my external guide Dr. Pranab Deb for his cooperation and his help been provided to me in the research. His help has been really inspiring and motivating in each and every step of this thesis. It was of get great pleasure to work under him and i learned a lot. I would also like to thank my internal guide Prof. Simantee Sen for the support provided to me before commencing with the synopsis of the thesis as well as during the entire thesis. It was really a great pleasure to work with her.
ABSTRACT
The research work holds towards the topic The Colour Psychology- Branding. The research work undertaken tries to show the importance of colours in the marketing area and how the marketing department uses them in order to communicate with the market place. This survey tells us about the importance of usage of color in packaging as well as branding. Few use colour as a prominent weapon to launch a product and few do not consider color as an x factor. Use of different colour helps the brands to differentiate from each other. Apart from brand recognition colour also helps in focusing and attracting the target market. Different colours have different meanings which convey different messages globally; hence one brand can use more than one colour for their marketing in various countries. Brands also use colours to differentiate products in terms of the quality, price and their frequency of use. The entire thesis is done with the objective to understand how colour affects buying behavior and also to understand how various brands use them in order to attract target market.
TABLE OF CONTENT
No. 1. 2. Introduction
Topic
Page No
Colour And Marketing a. Using Colour Psychology To Target Market b. Climate Based Colour Preferences c. Cultural Meanings Of Colour And Colour Symbolism d. Colour Meaning In Business
3. 4. 5. 6. 7. 8. 9. 10.
Apple Inc Ferrari McDonalds Cadbury Analysis And Interpretation Conclusion Bibliography Annexure
INTRODUCTION
Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. For business to consumer marketing, it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. What is marketing? Marketing seeks to satisfy the needs of people (customers or the market) (creating a sense of usefulness or utility) through the exchange process. Marketing refers to channeling the gap between service and product providers to service and product seekers. The Marketing Mix or the "4 P's" are: Product Price Promotion Place
The concept of "4 p' s" is replaced by the concept of "7 p's" they are
product price place promotion people positioning packaging
These are employed to satisfy a target market' or target demographic (the pool of potential customers). Example: Product: Procter and Gamble introduces new toothpaste designed to taste good and fight cavities. Logo and packaging designed in bright colors to appeal to kids of elementary school age to encourage more tooth brushing. Promotion: television and radio commercials, magazine and newspaper ads, and a website; these use bright colors and happy music, perhaps an animated cartoon character for a fun and family-friendly attitude Place (or distribution): Supermarkets, drugstores, discount stores such as Wal-Mart Mothers with kids who make toothpaste buying decisions for the family (advertising could be shown on children's programming, prompting kids to ask parents to buy the toothpaste)
Target demographic:
Packaging The fifth element in the marketing mix is the packaging. Develop the habit of standing back and looking at every visual element in the packaging of your product or service through the eyes of a critical prospect. Remember, people form their first impression about you within the first 30 seconds of seeing you or some element of your company. Small improvements in the packaging or external appearance of your product or service can often lead to completely different reactions from your customers. With regard to the packaging of your company, your product or service, you should think in terms of everything that the customer sees from the first moment of contact with your company all the way through the purchasing process. Packaging refers to the way your product or service appears from the outside. Packaging also refers to your people and how they dress and groom. It refers to your offices, your waiting rooms, your brochures, your correspondence and every single visual element about your
company. Everything counts. Everything helps or hurts. Everything affects your customer's confidence about dealing with you. When IBM started under the guidance of Thomas J. Watson, Sr., he very early concluded that fully 99 percent of the visual contact a customer would have with his company, at least initially, would be represented by IBM salespeople. Because IBM was selling relatively sophisticated high-tech equipment, Watson knew customers would have to have a high level of confidence in the credibility of the salesperson. He therefore instituted a dress and grooming code that became an inflexible set of rules and regulations within IBM. As a result, every salesperson was required to look like a professional in every respect. Every element of their clothing-including dark suits, dark ties, white shirts, conservative hairstyles, shined shoes, clean fingernails-and every other feature gave off the message of professionalism and competence. One of the highest compliments a person could receive was, "You look like someone from IBM." Product packaging plays an important role in the marketing mix
Packaging plays an important role as a medium in the marketing mix, in promotion campaigns, as a pricing criterion, in defining the character of new products, as a setter of trends and as an instrument to create brand identity and shelf impact in all product groups. The findings of many other research projects are supplemented by the survey carried out by IRI (Information Resources Inc.), which provides information about this subject from extensive, in-depth interviews and POS polls, specifically including the issue of multisensory appeal, which is a particular trend. It also presents new arguments and evidence confirming a central conviction held by the packaging industry: that the shopper appreciates and in fact explicitly wants to receive stimulation for the buying decision he is making when standing in front of the supermarket shelf, often even preferring this to other forms of communication. He is keen to be informed and inspired, tempted and pampered by surprising and persuasive functions, emotions and sensual impressions. The top ten requests about packaging Even though the consumer is not dissatisfied with the packaging available on the market, he would still like to be tempted by functional and attractive packaging ideas, by multisensory appeal and creative design - preferably with packaging ideas made from board. He acknowledges additional benefits and appeal and is even willing to pay an extra charge for them. Good starting points for improvements, changes, innovations which optimize the
features of packaging that determine buying decisions and thus generate new market potential can be summarized in consumers' top ten requests about product packaging: 1. Eye-catching appearance: A distinctive, unmistakable and eye-catching appearance is a signal at the POS to which all consumers and particularly the younger ones respond positively. Whatever stands out clearly in the monotonous competitive environment, whatever is surprising scores points with the consumer. Special effort makes a special impression - and is allowed to cost more too. 2. Design, shape and color: The purpose of well-considered design, creative printing and finishing is to entice the consumer to devote attention to the pack and its contents at the POS. Aesthetics and attractiveness are major distinctive features - and are in fact essential in some product segments: beautiful packaging design is of central importance in the cosmetics and confectionery product groups. Consumers like to buy agreeably designed and decorative products! 3. Functionality: Functional aspects are the basis for all successful packaging and for thus greater product success too. Product and aroma protection, hygiene and tightness, environmental responsibility and practical handling (in both use and storage) are just as important here as ideas that improve comfort: closure mechanisms, portioning, see-through windows, for example. 4. Innovation: Novelty has exceptionally strong appeal. An innovative pack can even make "new products" out of familiar ones. Unusual solutions, functional new developments and originality not only set design trends but also boost sales! 5. Material what is printed on board is read particularly willingly, while what is packaged in board sells particularly well. Sustainability, easy disposal and, above all, great design variety and potential are particular features of the material. Popular with consumers, particularly high appeal and many other advantages too. 6. Efficient communication: The packaging is the credible medium at the point of sale and is consulted willingly and intensively (see "Material"). This makes it an efficient means of communication and, in addition, one that gets closer to the consumer than all others. If several of his senses are appealed to as well, he can be persuaded particularly successfully. 7. Multisensory appeal anyone who approaches consumers via several of his senses attracts greater attention, intensifies perception and stimulates interest in buying. Packaging that can
be felt, smelled and heard as well as looked at wins the customer's favor. So much so that he is willing to pay a higher price for this multisensory appeal. 8. Appropriateness for the product: Packaging is considered to be an important indicator of quality. The quality of the product therefore has to be communicated by good packaging and not just by promises of quality made in the text on the packaging. A credible "overall work of art" is created as a result, in which the contents and the packaging are coherent and the consumer is convinced by their consistency. 9. Value Packaging is an excellent way to communicate sophistication, class and value. This makes it an ideal strategic option for expressing premium positioning - as well as being the instrument of choice when a product needs to be upgraded or a brand needs to be revitalized. Products in classy packaging are particularly popular presents too. 10. Additional benefits: Successful packaging not only combines what is pleasant with what is functionally useful but also provides additional benefits. For example, as a gift or for presentation, with entertaining components or simply by making it possible to continue using the packaging for something else after the product has been consumed. Packaging plays an important role as a medium in the marketing mix, in promotion campaigns, as a pricing criterion, in defining the character of new products, as a setter of trends and as an instrument to create brand identity and shelf impact in all product groups.
COLOUR AND MARKETING
People see color before they absorb anything else. The use of color is a studied science. Branding and marketing require critical color logic. Marketing research indicates that over 80% of visual information is related to color. In other words, color conveys informationand sometimes these color signals are so subliminal that no one notices. Color can clearly identify a product or an organizationor communicate the quality of the merchandise. The right color is worth a thousand wordsand can even make a multi-million dollar difference. Color Psychology: The colors that convey the message about a product or serviceand with demographics in mind. Another consideration is that the effects of color can be trend-related or classical. Color Design: When it comes to creating harmonious and innovative color combinations. To develop colors that work in sync with each other as well as color combinations that is so unusual that they create that "wow" factor. Visual Effects - Attention Getting or Soothing Colors: The visual effects of the colors are serious considerations. As a scientific component of vision, color immediately affects the mechanisms of the human eye. Some colors pop out, others recede. Furthermore, some colors can irritate the eyes; others are comfortable and calming. We'll deliver the best visual effects for your project.
If a good color sells, a right color sells better Color is a meaningful constant for sighted people and its a powerful psychological tool. By using color psychology, you can send a positive or negative message, encourage sales, calm a crowd, or make an athlete pump iron harder. The field of industrial psychology has a sub- field that studies only the psychology of color.
Understanding color meanings in business is essential when you are establishing a business profile. Color psychology affects our lives in so many ways, yet we often don't realize the impact of our color choices on our website colors, on our stationery and packaging, in our retail store or office, in our marketing or our business clothing. Color has a powerful subconscious effect on every part of our lives, without even saying a word; an understanding of color meanings in business gives us an invaluable tool to get the best response to our marketing and promotional efforts and ultimately to create a successful business. The meaning of colors can vary depending on culture and circumstances. Color is a form of non verbal communication. It is not a static energy and its meaning can change from one day to the next with any individual. For example, a person may choose to wear red one day and this may indicate they are ready to take action, or they may be passionate about what they are going to be doing that day, or again it may mean that they are feeling angry that day, on either a conscious or subconscious level. 1. First Impressions While color is not the only important ingredient in marketing, it is the first thing that hits people and it can leave a lasting impression What is the first impression to say? Honest and trustworthy - use blue Passionate about your product - use some red A risk-taker - use some orange Playful - use yellow Affordable - use orange Eco-friendly - green Conservative - blue Caring - use pink, blue, green or turquoise Elegant - black, silver High quality - black, silver, gold or purple Luxurious - gold, black, silver, purple Sophisticated - black, silver Powerful - use some black
2. Mood What mood do you want your marketing to create? What emotion do you wish to convey? People buy based on emotion, what are the choices for brand color and marketing mix that will set the right mood for the business? Light-hearted - use pastels, yellow or pale blue Serious -use blue or indigo
Corporate - use dark blue, dark red or black Exciting - use red Compassionate and caring - use pink, green, turquoise or magenta Happy - use yellow or orange Sociable - use orange Peaceful, calm, relaxed - use blue, green, or turquoise Creative, imaginative - use purple, yellow or magenta A. Using Color Psychology to Attract Target Market The target market is the people or businesses you are aiming to sell your products or services to; it is therefore important that brand understand the colors that will attract the specific market. With many businesses now being global, color has also become global. Know the market you are trying to attract and speak the color language that they will best respond to. Color psychology is not an exact science and there is no right or wrong colors, only colors which may get a better response than others from the target market. Understand that there is a physiological and a psychological component to each color as well as the subjective meanings attached by each individual. Our color preferences are 'colored' by our gender, our age, our education, the culture we grew up in, preconceived color beliefs of the societies we live in, our childhood associations with certain colors, and our life experiences, whether those associations are negative or positive.
Gender: Blue is a color which is generally favored by most people, independent of which culture, country, age, socio-economic bracket, or gender they are from, so it is the safest color to use in all target markets, although not always the best color to use. Universally, pink tends to be favored by females. Males: Prefer the color blue to red, and orange to yellow. Baby boys traditionally tend to be dressed in blue, except in Belgium where pink is used for baby boys. In the western world many men are color blind so you need to be aware of the red/green visual problems if this is your target market and choose other colors that are
not as affected. Females:
Prefer the color red to blue, and yellow to orange. Baby girls traditionally tend to be dressed in pink except in Belgium where blue is used for baby girls. Tend to have a broader range of color preferences to men and are more open to trying new colors. Both Genders:
Blue, turquoise, green, red, yellow, black, white, gray and silver are colors that are the most suitable for use in business marketing to both males and females. Pinks and purples are now becoming more acceptable to males, with pale pink business shirts and purple casual shirts commonly seen on men.
Age: Babies: cry more in a yellow room. respond best to high contrast visuals. Pre-adolescent Children:
Prefer brighter primary and secondary colors - red, yellow, blue, orange, green and purple. Also prefer solid blocks of colors rather than patterns.
Adolescents/Teenagers:
more open to experimenting with more sophisticated and complex colors due to their exposure to computer graphics programs such as Photoshop. More influenced by cultural influences due to multiculturalism and greater access to world markets through the Internet. Many younger teenager girls love varying shades of purple and pink. as they reach their late teens they often show a preference for black - this relates to a psychological need for black during the transition stage from the innocence of childhood to the sophistication of adulthood - it signifies the ending of one part of their life and the beginning of another, allowing them to hide from the world while they discover their own unique identity. Young Adults:
Similar to teenagers. Tastes begin to change around age 25 as they become more sure of themselves and find their direction in life. Adults:
Prefer more subdued colors. Are less open to experimenting with color, tending to stick with their favorites. Mature 65+ Years Old:
Yellow is the least favored color of this target market, unless it is a pale butter yellow. Preference for clear colors such as fresh blues, pinks, greens. Preference for cleaner colors such as blue-greens rather than olive greens.
Are generally more comfortable with the calming colors of blue, green, pink and purple, than the bright, stimulating colors of red, orange and yellow, although some will choose muted blue based reds and pale yellow. Many females often choose colors in the purple range, varying from deep purple and violet, to mauve and lavender, and plum colors, as they grow older.
Corporate: The more serious the business, the darker the colors - dark blue, dark green, dark red, indigo, black, gray. The more casual and light-hearted the business, the brighter and lighter the colors red, orange, yellow, bright green, bright blue, pink and purple.
Class Differences: Working class and blue collar workers tend to prefer the bright and warm primary and secondary colors of the rainbow. Wealthier people tend to prefer the more complex and sophisticated colors - tertiary colors, and shades and tints of primary and secondary colors.
Education Based Color preferences: Research has shown that the more educated people are, the more sophisticated their color choices seem to be. Well educated people respond well to tertiary colors and those given unusual names. Less educated people tend to prefer the simpler basic primary and secondary colors. Broader education through the use of the Internet has resulted in greater access to worldwide influences and effects on color choices.
B. Climate Based Color Preferences: People tend to prefer colors that duplicate the colors relating to their climate. People from warm tropical climates respond best to bright, warm colors, while people from colder climates tend to prefer cooler and more subdued colors. In the Scandinavian countries, fresh and bright blues, yellows and whites are popular. In Switzerland, more sophisticated colors such as dark reds and burgundies, gray and dark blue are common. In South America the warm reds, oranges, yellows and bright pinks are popular. Australian Aborigines respond well to the earthy reds, oranges, blues and greens that are seen in the outback regions of Australia.
C. Cultural Meanings of Color and Color Symbolism: An understanding of cultural color and symbolism is essential to anyone doing business with other countries and other societies. These associations with color have been a part of many societies for centuries and you must be aware of both the positive and the negative implications of using particular colors when marketing to these societies. With the advent of the World Wide Web, there is a narrowing of the differences in meanings of colors between different cultures and countries; however, if you are marketing to a particular ethnic group it is wise to take into account their color associations to maximize brand impact. By mixing appropriate amounts of different colors brand can often neutralize inherent negative cultural connotations. This is a basic list of some cultural color meanings throughout the world. Cultural Color Meanings of Red:
Western: Energy, excitement, action
Danger Love, passion A warning to stop Anger Christmas combined with green Valentines Day Eastern: Prosperity Good fortune Worn by brides Symbol of joy when combined with white China: The color of good luck and celebration Vitality, happiness, long life Used as a wedding color Used in many ceremonies from funerals to weddings Used for festive occasions Traditionally worn on Chinese New Year to bring luck and prosperity India: Color of purity, fertility, love, beauty Wealth, opulence and power Used in wedding ceremonies A sign of a married woman
Also color of fear and fire Thailand: Color for Sunday Japan: Life Anger and danger Cherokees: Success, triumph South Africa: Color of mourning Nigeria: Usually reserved for ceremonies worn by chiefs Russia: associated with the Bolsheviks and Communism, means beautiful in Russian language Often used in marriage ceremonies Australian Aborigines: represents the land and earth Ceremonial color Hebrew:
Sacrifice, sin Christian: Sacrifice, passion, love
Cultural Color Meanings of Pink
Western: Caring and nurturing Love and romance Feminine Eastern: Feminine Europe: Feminine color Baby girls Belgium: Pink is used for baby boys Japan: Well-liked by both males and females
Thailand: Color for Tuesday Korea: Trust
Cultural Color Meanings of Orange
Western: Affordable or inexpensive items Halloween, combined with black Eastern: Happiness Spirituality Thailand: Color for Thursday Ireland:
Religious color for Protestants appears on the Irish flag along with white for peace and green for Catholics Netherlands: Color of the Dutch Royal Family Hinduism: Saffron, a soft orange color, is considered an auspicious and sacred color
Cultural Color Meanings of Yellow
Western: Happiness, joy hope Cowardice Caution, warning of hazards and hazardous substances Eastern: Sacred Imperial China: Sacred
Imperial, royalty Honor Masculine color India: Sacred and auspicious The Symbol of a Merchant Thailand: considered auspicious as the bright yellow flower "cassia fistula" is a national symbol. Represents Buddhism. Yellow is considered the royal color, the color of Monday which is the King's birthday Egypt: Color of mourning Burma: Color of mourning Israel: used to label Jews in the Middle Ages Middle East: Happiness Prosperity Japan: Courage Beauty and refinement
Aristocracy Cheerfulness Europe: Happiness, joy Cowardice, weakness Hazard warning France: Jealousy Greece: Sadness Africa: Usually reserved for those of high rank Buddhism: Wisdom Jewish: Yellow star badges of the Middle Ages and post war Germany and Poland
Cultural Color Meanings of Green
Western: Lucky color in most western cultures Spring, new birth, regeneration Nature and environmental awareness color for 'go' at traffic lights Saint Patrick's Day Christmas combined with red Jealousy Greed Eastern: New life, regeneration and hope Fertility China: New life, regeneration and hope Fertility Disgrace - giving a Chinese man a green hat indicates his wife is cheating on him Exorcism Studies show it is generally not good for packaging India:
The color of Islam, hope, new beginnings Harvest Virtue Thailand: Color for Wednesday Japan: Eternal life Youthfulness Freshness Indonesia: A forbidden color Ireland: Religious color for Irish Catholics Color symbol of Ireland - the Emerald Isle France: Not good for packaging North Africa: Corruption and the drug culture Egypt: hope Spring
Middle East: Color of Islam Strength Fertility Luck Saudi Arabia: Wealth and prestige South America: Death USA: Money Jealousy
Cultural Color Meanings of Blue
Generally the safest color to use worldwide Western: Trust and authority Conservative, corporate
Peace and calm Depression, sadness something blue" bridal tradition Masculine color Baby boys Eastern: Immortality China: Immortality associated with pornography and 'blue films' Feminine color India: Lord Krishna National sports color Japan: Everyday life Korea: Color of mourning Thailand: Color for Friday Belgium: Color for baby girls
Cherokees: Defeat, trouble Mexico: mourning Trust Serenity Iran: Color of mourning Heaven and spirituality Immortality Israel: Coat of Arms Egypt: Virtue Protection - to ward off evil Middle East: Protection Colombia: associated with soap US Politics: Liberalism
UK & European Politics: Conservatism Religious Beliefs in Many Cultures: Christianity: Christ's color Judaism: holiness Hinduism: the color of Krishna Catholicism: color of Mary's robe
Cultural Color Meanings of Purple
Western: Royalty Spirituality Wealth and fame High ranking positions of authority Military Honor (Purple Heart) Eastern: Wealth India: Sorrow
Comforting Japan: Privilege Wealth Thailand: Color of mourning for widows Color for Saturday Brazil: Death and mourning European: Royalty Catholicism: mourning Death, crucifixion
Cultural Color Meanings of White
Western: Brides and weddings Angels Hospitals, doctors Peace - the white dove Purity and cleanliness Eastern: Death, mourning and funerals Sadness China: Death and mourning Virginity and purity Humility Age Misfortune India: Unhappiness Symbol of sorrow in death of family member Traditionally the only color a widow is allowed to wear Funerals Peace and purity Japan: White carnation symbolizes death
Thailand: White elephants are considered auspicious, White symbolizes purity in Buddhism Korea: Purity, innocence, Morality, Birth and death Middle East: Purity mourning
Cultural Color Meanings of Black
Western: Power, control, intimidation Funerals, death, mourning Rebellion Eastern: Wealth, health and prosperity
China: Color for young boys India: Evil, negativity, darkness Lack of appeal Anger and apathy Used to ward off evil Japan: Color of mystery and the night May be associated with feminine energy - either evil and a threat or provocative and alluring Thailand: Unhappiness, Bad luck, evil Judaism: Unhappiness, Bad luck, evil Middle East: Evil Mystery Africa: Age and wisdom
Australian Aborigines: Ceremonial color Commonly used in their artworks
Cultural Color Meanings of Brown
Western: Down-to-earth, practical Comfortable Stable, dependable, Wholesome China: In Chinese Horoscopes brown is the color for earth India: Color of mourning Nicaragua: Sign of disapproval
Cultural Color Meanings of Magenta
Western: Creative, innovative and artistic Imaginative and outrageous Loving, compassionate and kind Encourages emotional balance Spiritual yet practical Non-conformist Spain: Official color of the Union Progress and Democracy political party Netherlands: Used by the Amsterdam based Magenta Foundation in support of anti-racism.
D. COLOUR MEANING IN BUSINESS: Red: color meanings in business
Red is a warm and positive color, a very physical color which draws
attention to it and calls for action to be taken. In color psychology red means energy, passion, action, strength and excitement. Red stimulates the physical senses such as the appetite, lust and sexual passion. Although it is often used to express love, it really relates more to sexual passion and lust - pink relates more to romantic love than red. Red represents masculine energy, whereas its softer version, pink, is associated with feminine energy. Red, a universal sign of danger and warning, can also show and create aggressiveness and anger, particularly if used to excess in the wrong applications. Physiologically, red stimulates and energizes the physical body, including the nerves and the circulation of blood, raising blood pressure and heart rate. It is stimulating to the appetite and therefore a great color to use for any product associated with food and its service, including restaurants and take-away businesses. Red excites and motivates but in excess it can cause anxiety and tiredness. It also has negative connotations associated with blood, war and violence. The color which most complements and balances red is turquoise, although green or blue will also create balance. Key Words: Positive Color Meanings in Business: Action, power, energy, speed Passion, desire, lust Strength, courage Attention-getting, motivating, stimulating, energizing driven and determined Exciting, warm, spontaneous, assertive and confident Negative Color Meanings in Business:
Aggression and anger Domineering, over-bearing and tiring Quick-tempered, ruthless, fearful and intolerant Rebellious and obstinate
Resentful, violent and brutal
Orange: color meanings in business
Orange is a warm, vibrant and flamboyant color. It is energy combined with fun, the color of the risk-taker, the extrovert and the uninhibited. In color psychology it means adventure, optimism, self-confidence and sociability. Physiologically, orange vitalizes, inspires and creates enthusiasm. It is stimulating to the appetite and social conversation and therefore works well in restaurants and other food outlets. This can be achieved by using some form of orange in the dcor, such as in the furnishings or the lighting. It does not need to be bright orange - salmon, coral, terracotta and other versions of orange will work as well. An up market restaurant will look more elegant with subdued versions of orange. Combine with aborigine, purple, or blue for a unique, contemporary and classy look. Psychologically, orange gives the impression of affordability, depending on the shade chosen and its combination with other colors. Too much orange can suggest cheapness. More gentle than red, orange represents a more feminine energy and the energy of creation. Key Words: Positive Color Meanings in Business: Adventurous, risk-taking, vibrant, flamboyant stimulating to the senses Affordable Warm, sociable, optimistic, enthusiastic, cheerful Self-confident, independent, extroverted and uninhibited Creative flair Warm-hearted, agreeable and informal
Negative Color Meanings in Business: Superficial and insincere Dependent, over-bearing, self-indulgent The exhibitionist, pessimistic Cheap, unsociable, and overly proud
Using Orange in Business
Apply orange sparingly as it tends to be the most disliked color in the western world. Use it to suggest adventure, fun, and optimism, affordable yet reasonable quality, sociable and easy-going. Orange is an invaluable color in encouraging sales in restaurants, caf's, bistros and diners as it stimulates appetite and conversation, contributing to patrons eating and talking longer and spending more money. Orange's stimulation to social communication and the senses makes it a beneficial color for hotels and resorts. Travel websites should consider orange as one of their color choices for its association with journeys, adventure and exciting fun activities. Sports teams can use orange in their colors to suggest energy, flamboyance and adventure. Orange is an appealing color for the youth market as children and teens tend to like its sense of fun and adventure and its suggestion of affordability. It is also a great color to use on toys for young children, along with other bright primary and secondary colors. A softer version of orange, such as peach is favorable in beauty salons, spas and treatment centers' and upper class restaurants.
Yellow: color meanings in business
Yellow is a warm and happy color which creates a sense of cheerfulness and playfulness. Psychologically, it is optimistic, uplifting and illuminating, brightening people's spirits. Yellow stimulates the logical side of the brain and mental clarity. It promotes wisdom and academic proficiency. It inspires original thinking and creative ideas. Physiologically, yellow stimulates the mind and mental activity. It increases the analytical processes and our logical reasoning, helping with decision-making. Too much yellow can cause anxiety, nervousness, apprehension, agitation and confrontation particularly in people who are already stressed. It can motivate people to become overly critical and judgmental, as well as deceitful. Keywords: Positive Color Meanings in Business: cheerful, happy, playful, fun optimistic, uplifting, illuminating logical, mental clarity, aids decision-making confidence, originality, creativity challenging, academic and analytical wisdom and logic communication of new ideas
Negative Color Meanings in Business: critical and judgmental, overly analytical impatient and impulsive egotistical, pessimistic, an inferiority complex spiteful, cowardly, deceitful
non-emotional and lacking compassion
Using Yellow in Business Yellow is a great color for children's products, particularly combined with other bright primary or secondary colors. It is stimulating to their mind and their creativity. For many leisure products, particularly those that promote playful and fun activities, yellow is a beneficial color. It will enhance the promotion of any fun and entertainment businesses. Apart from the above types of businesses, in general it is best to use yellow as a highlight color too much can cause agitation and anxiety, particularly with older people. Avoid its use where you are trying to impart a message of stability. Use yellow where you want to keep people moving. Most people cannot stay for long where there is a lot of yellow. Fast food outlets use it combined with red to encourage people to eat lots quickly then move on. It is a good to incorporate yellow in the promotion of point of sale purchases - the eyes see yellow first and with so many other distractions in retail stores, you need to capture your customer's attention quickly. Don't use yellow to sell expensive items to men who see it as cheap and unsophisticated. Don't use dirty versions of yellow such as mustard - they have negative connotations. Yellow with black provides a warning and is often used in safety signs for this reason.
Green: color meanings in business
Green is a color of growth and vitality, associated with new life and renewal. Psychologically green relates to balance and harmony of the mind, the body and the emotions. It assists in decision making by helping us to see all sides clearly. Physiologically, green balances people's emotions, creating a sense of calm.
Green is associated with nature, health and healing, and the environment, creating a sense of compassion and nurturing for all. It encourages generosity, kindness and sympathy. Darker greens relate to money, wealth and prestige, while lighter greens relate to growth and freshness. Green is regarded as the color of money in the Western world. Too much green can lead to feelings of envy, greed and selfishness. Dirty olive green can have negative connotations unless it is associated with the environment. Keywords: Positive Color Meanings in Business: growth and vitality, renewal and restoration self-reliance, reliability and dependability being tactful, emotionally balanced and calm nature lover and family oriented practical and down to earth sympathetic, compassionate and nurturing generous, kind and loyal with a high moral sense adaptable and flexible encourages 'social joining' of clubs and other groups, a need to belong
Negative Color Meanings in Business: Using Green in Business Green is beneficial for anything to do with health and healing. Green is an ideal color to promote natural, safe, organic products. It is also beneficial in the promotion of environmentally friendly products. possessive and materialistic indifferent and over-cautious envious, selfish, greedy and miserly devious with money inconsiderate, a hypochondriac and a do-gooder
Green suggests something 'new' and fresh. Lime green creates an anticipation of the potential of what is on offer. Green motivates people to join social groups and satisfies their need to belong. Dark green is a good color for money and financial websites. Use green where you need people to see both sides of a situation as it aids in clear thinking and decision making. Using Turquoise in Business Turquoise is suitable for use in any business involved in media communication, teaching, public speaking or computers. It aids self-expression, clarity of thought and logical thinking. Turquoise works well with businesses promoting water, whether it be pure water filtration companies, pool cleaning businesses, or water sports. It has an innovative quality and appeal for sports related businesses and combines well with red, orange or yellow for these types of businesses. Turquoise is suitable for both the male and female market and for all ages. Combined with pale pink, lavender or pale lemon, turquoise has a feminine energy, ideal for the fashion or beauty market, gift or home wares stores.
Blue: color meanings in business
Blue is the most universally favored color of all and therefore the safest to use. It relates to trust, honesty and dependability, therefore helping to build customer loyalty. Blue indicates confidence, reliability and responsibility. It relates to one-to-one communication rather than mass communication. It inspires wisdom and higher ideals but is also conservative and predictable. Physiologically, blue is calming, reducing tension and fear. It slows the pulse rate and reduces appetite. Being a cool color it creates a sensation of space. Blue adds strength and unity, and is therapeutic to the mind and body. It brings harmony to the spoken word. Blue works well for the corporate world and is often used for more conservative types of
businesses such as accountants, insurance companies, banks and other financial companies where trust and reliability are important. Younger people see blue in general as a color relating to maturity and the adult market, unless it is a bright electric blue of course. Too much blue can encourage boredom, manipulation or a rigid outlook. Keywords: Positive Color Meanings in Business: loyalty, trust and integrity tactful, caring and concerned reliability and responsibility conservatism and perseverance idealistic and orderly authority, devotion and contemplation peace and calm
Negative Color Meanings in Business: rigid, deceitful and spiteful self-righteous, superstitious and emotionally unstable too conservative, predictable and weak unforgiving and frigid manipulation, unfaithfulness and distrust
Using Blue in Business Blue is best used for conservative corporate businesses where trust, dependability and honesty are important. Communication websites which market to individual customers on a one-to-one basis would benefit with some blue in their marketing. Hi-tech and computer technology businesses can benefit from most shades of blue combined with gray. As with turquoise, blue is recommended for any business involved in the area of cleanliness,
whether it be cleaning products, water purification or mineral water. It is also beneficial to businesses, such as airlines, boating or air conditioning companies, that relate to the common associations of blue with the sky, air and water. Websites promoting technology, medical equipment, cleanliness, male products, or both male and female products should use some blue in their colors. Blue should not be used for food related businesses as it is a color that does not occur naturally in food, except for blueberries, and it is associated with mould and 'off' food. The only exception is sugar, where blue or blue-pinks are used on packaging because blue and pink are associated with sweetness. Light blue relates well to the health and wellness industry, to travel and relaxation. Dark blue is a serious color which inspires integrity and honesty and is often used by political organizations, religious organizations and legal firms for this reason.
Indigo: color meanings in business Indigo or deep midnight blue is a powerful color related to the right side of the brain. It resonates to the 'New Age' way of thinking. Psychologically, indigo conveys integrity and deep sincerity and stimulates creativity and intuition. While it is connected to structure, tradition, ritual and ceremony, it can also transform people's thinking and beliefs into developing new insights and a pioneering spirit. It imparts a message of great responsibility and high ideals. Physiologically, indigo helps broaden the mind and free it of fears and inhibitions. Indigo is also the color of the fanatic and the conformist as well as the addictive personality. It can be depressing and boring to some people. Keywords: Positive Color Meanings in Business: integrity and sincerity structure and regulations highly responsible idealism obedience highly intuitive, practical visionary faithful
commitment to the truth and selflessness
Negative Color Meanings in Business: fanatical, judgmental, impractical intolerant and inconsiderate depressed, fearful, self-righteous a conformist addictive bigoted and avoiding conflict
Using Indigo in Business Indigo is a good choice when integrity and sincerity is your message. Funeral service businesses are an example of those that would benefit from the use of indigo as one of their colors. Indigo is an advantage in businesses where structure and tradition are important, such as educational institutions, law firms and banks. In businesses that look to the future indigo can help transform people's thinking. Indigo combines well with other bright jewel colors such as magenta, emerald green, turquoise, and pink.
Purple: color meanings in business
Purple suggests wealth and extravagance, fantasy and the world of dreams. It enhances spiritual pursuits and enlightenment. Physiologically, purple heightens people's sense of beauty and their reaction to more creative ideas. Purple is often used to denote a high quality or superior product, such as Cadbury's chocolate or some women's cosmetics. If you are in a service business, use some purple in your marketing to denote your premium service. Purple is often connected with the 18 to 25 year old market as they see it as sexy and
rebellious, while innovative designers connect it with sophistication and power. Purple is most often used by businesses in creative fields -designers, psychics and cosmetic manufacturers are common users of it. Purple is a color that works well with gold, taupe, turquoise, jade green, deep red, magenta and yellow. Combined with orange it creates a unique contemporary look. Keywords: Positive Color Meanings in Business: unusual and individual, creative and inventive psychic and intuitive humanitarian, selfless and unlimited mystery, fantasy and the future
Negative Color Meanings in Business: immaturity impractical cynical and aloof, pompous and arrogant fraudulent and corrupt delusions of grandeur and the social climber
Using Purple in Business Purple is more suitable for products and websites related to women or children, although younger men are slowly becoming more attuned to it. Academic institutions often use medium shades of purple or violet as they inspire intellectual thought and achievement. Purple portrays wealth and extravagance when combined with the richness of gold. This is difficult on a website as gold tends to look like a dull yellow which is not particularly positive in its message. It works very well on packaging and print material. Pre-adolescent children are attracted to purple along with the other bright primary and secondary colors and these colors should always feature on products and marketing designed for this age group. Lighter versions of purple are suitable for products and services targeted specifically at the
female market. Lavender suggests nostalgia and works well for businesses selling old lace, sentimental handmade craft items and antique goods.
Magenta: color meanings in business
Magenta is a color of universal harmony and emotional balance. It is spiritual yet practical, encouraging common sense and a balanced outlook on life. Magenta represents universal love at its highest level. It promotes compassion, support and kindness and encourages a sense of self-respect and contentment in those who use it. It can assist ambitions and desires to become reality. Physiologically magenta helps us to flow with life and let go of old ideas. Magenta is a strong and inspiring color which can appear outrageous and shocking on one hand or innovative and imaginative on the other. It is particularly attractive to the non-conformists in the community. Keywords: Positive Color Meanings in Business: universal harmony and love emotional balance helps our spirit soar spiritual yet practical encourages common sense loving, compassionate, supportive and kind imaginative, innovative, creative and artistic non-conformist
Negative Color Meanings in Business: avoids challenges too relaxing
can be over bearing and demanding
Using Magenta in Business In business applications, magenta is most suitable to those in artistic or creative fields, such as artists, costume or set designers, writers, photographers, inventors, artist supply shops or art dealers. Magenta is a beneficial color for mentors and life coaches to use to assist their clients to let go of old ideas and to move forward in their lives. Its imaginative and innovative messages are encouraging to all who are looking to the future. If you want to have an impact that says outrageous and lively in a positive way, magenta will do it for you! If you have a unique feature to your business, magenta will draw attention to it.
Pink: color meanings in business
Psychologically pink is associated with compassion, nurturing, love, and romance. It is feminine and youthful in its softer shades, with more passion and energy in its deeper shades. Pink is inspiring, warm and comforting, suggesting hope for the future. It is calming and non-threatening. Physiologically, pink calms and reassures our emotional energies, alleviating feelings of anger, aggression, resentment, abandonment and neglect. Pink is usually used in businesses relating to the female market such as cosmetics, fashion, beauty and romance. Combining pink with darker colors gives it more sophistication and strength. Keywords: Positive Color Meanings in Business: unconditional and romantic love compassion and understanding, nurturing
warmth, hope, calming sweetness, naivet innocence and inexperience feminine and intuitive energy
Negative Color Meanings in Business: over-emotional and over-cautious having emotional neediness or unrealistic expectations being immature and girlish lack of will power and lack of self worth
Using Pink in Business Pink relates to compassion, warmth, hope and understanding, so many charities choose to use it as a major component of their marketing program. Pink reflects a softness, sweetness and intuitive energy that works well for many products and websites promoting women's products and services, such as beauty salons, fashion businesses and cosmeticians. It is a beneficial color for candy stores and other businesses selling sweet products. Brighter pinks are useful to promote less expensive and trendy products to the teenage and pre-teen market. Dusty pink relates to those businesses marketing sentimental services and products, particularly to the older market.
Gold: color meanings in business
Psychologically gold is seen as the color of inner wisdom, quality and wealth. It is associated with prestige, luxury and material wealth, suggesting that a product or service is expensive and exclusive. Physiologically, it can induce great feelings of happiness and bliss or alternatively, deep anxiety and fear. Gold implies generosity of time, money and spirit. It is the color of victory, hence the use of gold medals for winners. Gold used with purple can indicate wealth and beauty, and is associated with expensive luxury items. Used with dark blue it suggests honesty, trustworthiness and success. Used with black it suggests extreme opulence, elegance and wealth. Keywords: Positive Color Meanings in Business: wealth and prosperity, abundance value, quality, luxury, expensive, opulence victory, achievement, grandeur, importance happiness, beauty excellence, prestige, nobility, extravagance attraction, wisdom
Negative Color Meanings in Business: pretentiousness - a sense of self-importance intense and overwhelming
Using Gold in Business Businesses marketing items of high perceived value will benefit from the use of gold in their packaging and marketing. However gold doesn't translate well onto websites - it becomes a dirty yellow which generally does not give a positive message. Gold and navy or gold and black are good choices when selling quality products to men, whether it is used in packaging, promotional materials or on a website. Just be aware of how gold transcribes onto your website. Gold combined with dark red, dark blue or dark green imparts a message of quality, wealth and prestige.
Silver: color meanings in business
Silver is a color associated with prestige and wealth. It is seen as a sophisticated color related to female energy, prosperity and modernity. With its reflective qualities it relates to intuition, clairvoyance and mental telepathy. Physiologically, silver is calming and soothing, with a lightness that is more uplifting than gray. Silver is a fluid color, ever changing, calming, purifying. It is the color of the moon with its ever changing moods relating to emotional and sensitive energies - it is compassionate. It has a degree of mystery about it - like the moon itself. Silver is patience, reflection, perseverance, dignified, soothing & calming, self control, organization and responsibility. It is illuminating and balancing (neither black nor white). On packaging silver looks sleek, smooth, and lustrous. It has a coolness about it that relates to the future and science and technology. Keywords: Positive Color Meanings in Business: modern, sleek, high-tech, scientific glamorous, distinguished, elegant
conservative, prestige calming and balancing illusion, intuition, imagination feminine power, sophisticated wealth and riches aids mental, emotional and physical releasing and cleansing illumination
Negative Color Meanings in Business: cold and impersonal emotional and ever-changing introspective fence-sitting hiding from others
Using Silver in Business The color silver reflects quality craftsmanship and artistry and would benefit businesses offering a first class quality service or product or those selling exquisite items to the prestige market. With its modern sleek appearance, silver is appropriate for the hi-tech, innovative computer market and scientific and technological companies. Silver also works well for any businesses promoting and featuring quality modern appliances and equipment. Silver doesn't work well as a color on websites because it just appears gray which can be cold and impersonal. However, combined with other colors that are appropriate for your target market, gray will take on the messages associated with the other colors and it will then work well for your website.
Black: color meanings in business
Psychologically, black means authority, power and control. In many situations it can be intimidating, unfriendly and unapproachable. Alternatively, it can be seen as sophisticated, dignified and serious. Physiologically, black is intimidating and controlling, although its power can instill confidence in some. Black creates an air of mystery and secrecy. Sometimes people hide behind its unapproachable facade. In very small amounts it can add strength and confidence without becoming overpowering. Black is favored by the youth market aged approximately 16 to 25, who are still trying to find their own sense of identity and place in this world. Those who are achievement oriented and ambitious also favor black. Black board with printing in any of the jewel colors of red, emerald green, magenta, or bright blue, or gold, silver or white will create a dramatic impression. Black packaging can make an item appear expensive and heavier. Keywords: Positive Color Meanings in Business: authority, power, control protection and comfort strong, contained, formal sophisticated seductive, mysterious endings & beginnings
Negative Color Meanings in Business: aloof depressing and pessimistic secretive and withholding
conservative and serious power & control sadness and negativity
Using Black in Business Black is beneficial for businesses selling luxury, elegance and sophistication. These types of businesses include those selling high quality professional products and luxury goods, and up market car companies. Black packaging makes an item seem heavier and more expensive and of higher perceived value. It creates a classy and elegant impression. Using black for selling and marketing products and services to the high end youth market, including music related businesses, is seen as cutting edge and trendy. The youth market tends to be attracted to black with its sophistication and rebelliousness. Black can be used to create a dramatic effect when combined with bright, rich, jewel colors such as red, emerald, cobalt, yellow, magenta and orange. However, in general, using too much black can be intimidating and unfriendly - think of the salesman with the black suit and tie or the black shirt and pants.
White: color meanings in business
In color psychology white is the color of new beginnings, wiping the slate clean, so to speak. It is the blank canvas waiting to be written upon. While white isn't stimulating to the senses, it opens the way for the creation of anything the mind can conceive.
Physiologically, white is calming as it creates simplicity, organization and efficiency out of chaos. It clears the way forward. White's basic feature is equality, implying fairness and impartiality, neutrality and independence. It is a reassuring color which helps to create order and proficiency. White amplifies everything in its way and too much of it can give an impression of sterility, coldness, disinterest and detachment.
White is useful in businesses where cleanliness is imperative, such as dental surgeries and medical centers, but these businesses need some green or pink to assist in healing and to create a calm and caring atmosphere for patients. Keywords: Positive Color Meanings in Business: innocence purity, cleanliness equality, complete and whole simplicity immaculate and neat self-sufficient, pristine and open new beginnings
Negative Color Meanings in Business: sterile, stark fastidious empty, isolated cautious, critical and boring
Using White in Business White is probably the best color to use as the background color for websites. It allows all other colors to reflect from it and makes all colors except yellow and pastels to be very readable. Using white for negative space on your website makes it look clean, open and uncluttered. With its suggestion of simplicity, cleanliness and safety, white works well for businesses promoting hi-tech products, kitchen appliances, bathroom items, infant and health related products and those promoting order and efficiency. Depending on the business, it is advantageous to add other appropriate colors which will reflect the individuality of the business as, on its own, white is sterile and cold.
Gray: color meanings in business
Gray is a conservative color signifying neutrality, indifference and reserve. Physiologically, gray can drain you of energy, be depressing or uplifting, depending on how much lightness and white is in the gray. Dark gray is more depressing than light gray. Gray serves as a good background for other colors as it doesn't attract attention, allowing the other colors to take prominence. Gray suggests security, reliability, modesty, maturity and dullness. It can imply that you can't make decisions, 'the fence-sitter', that you don't have an opinion on anything. Gray lacks energy; it is neither reassuring nor soothing, neither stimulating nor exciting, neither pleasing nor inviting. It needs to be combined with other colors to give it passion, energy and life. Keywords: Positive Color Meanings in Business: intellect, knowledge, wisdom, security perceived as long-lasting, and classic sleek, professional, mature refined, dignified, conservative controlled and inconspicuous color of compromise - between black and white neutral, contemporary
Negative Color Meanings in Business: boring, rigid melancholy, lonely lifeless (without color) bareness, subtle, staid
indifferent, reserved, subtle, cold, poverty
Using Gray in Business Gray is a safe color to use in many business applications. It is neutral and serious and can be combined with almost any other color to impart different messages and to reach different target markets. Gray is suitable for legal and financial websites to suggest power and control, particularly when combined with some white and black. Combining it with blue suggests credibility, trust and reliability. Surprisingly, gold can work well with gray to suggest professional and high quality, but on a website the gold will tend to look like a dirty yellow which is not positive. Light gray can create a hi-tech look when combined with other colors such as turquoise, light blue, dark blue or yellow.
Brown: color meanings in business
Psychologically, brown is associated with strength and solidarity, comfort and earthiness, maturity and reliability. Physiologically, brown gives people either reassurance and comfort or a feeling of dirtiness and suffocation. Brown relates to the acquisition of material possessions which implies security and safety, comfort and homeliness. Brown suggests endurance, duty and stability. It relates to the outdoors, the practical and down-to-earth and the family unit. Many men love brown due to its strength, security and practicality. Sometimes brown is regarded as a neutral color, although the lighter versions of it such as beige and taupe tend to work better as background neutrals than the deeper shades of brown. Be aware that many, particularly women, find brown to be boring and too earthy, even dirty. Keywords: Positive Color Meanings in Business:
practical, earthy and down-to-earth comfort, reassurance, strength, security, simplicity reliable, dependable, credible and durable friendly and approachable stability, humility homely, comfortable, warm wholesome, natural and organic
Negative Color Meanings in Business: lack of humor, too serious lack of sophistication heavy and dull, despairing staid, passive dirty
Using Brown in Business Brown is appealing to most men due to its strength, reliability, durability and practicality (it hides the dirt). It is not as well accepted by women unless they are involved in outdoor activities and farming. With its connection to the outdoors and down-to-earth activities, brown is suitable for businesses promoting outdoor products and services. Earth moving, landscaping and farming businesses are inspired by the use of brown, along with anyone marketing wholesome and organic products. Durability and credibility as well as homely and comfortable are positive messages given by the use of brown. Too much brown can be heavy, dull and boring. It can appear too staid, serious, passive and unsophisticated. Light brown suggests neatness, openness, approachability and friendliness. Medium brown relates well to nature, wholesome food and agricultural products when you relate it to color meanings in business. Dark brown relates well to sophisticated and professional men's products when combined with gold or cream.
Apple Inc. is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company's best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad. Its software includes the OS X and iOS operating system; the iTunes media browser; and the iLife and iWork creativity and production suites. Apple is the world's third-largest mobile phone maker after Samsung and Nokia. Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977 the company was named Apple Computer, Inc. for its first 30 years. The word "Computer" was removed from its name on January 9, 2007,as its traditional focus on personal computers shifted towards consumer electronics. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012.. As of July 2011, Apple has 364 retail stores in thirteen countries as well as an online store; Apple Store is the largest publicly traded company in the world by market capitalization. The company is the largest technology company in the world by revenue and profit, more than Google and Microsoft combined. As of September 24, 2011, the company had 60,400 permanent full-time employees and 2,900 temporary full-time employees worldwide its worldwide annual revenue in 2010 totaled $65 billion, growing to $108 billion in 2011. On August 20, 2012, Apple surpassed Microsoft to become the largest public company in history by market capitalization, in nominal terms. Marketing Apple' brand and brand community. Apple's brand's loyalty is considered unusual for any product. At one time, Apple evangelists were actively engaged by the company, but this was after the phenomenon was already firmly established. Apple evangelist Guy Kawasaki has called the brand fanaticism "something that was stumbled upon. Apple has, however, supported the continuing existence of a network of Mac User Groups in most major and many minor centers of population where Mac computers are available. Mac users would meet at the European Apple Expo and the San Francisco Macworld Conference & Expo trade shows where Apple traditionally introduced new products each year to the industry and public. Apple Store openings can draw crowds of thousands, with some waiting in line as much as a day before the opening or flying in from other countries for the event. The New York City Fifth Avenue "Cube" store had a line as long as half a mile; a few Mac fans took the opportunity of the setting to propose marriage. The Ginza opening in Tokyo was estimated in the thousands with a line exceeding eight city blocks. John Sculley told The Guardian newspaper in 1997: "People talk about technology, but Apple
was a marketing company. It was the marketing company of the decade." Research in 2002 by Net Ratings indicates that the average Apple consumer was usually more affluent and better educated than other PC company consumers. The research indicated that this correlation could stem from the fact that on average Apple Inc. products are more expensive than other PC products. Name According to Steve Jobs, Apple was so named because Jobs was coming back from an apple farm, and he was on a fruitarian diet. He thought the name was "fun, spirited and not intimidating". Logos Color Psychology: The signature Apple logo has changed quite a bit over its lifetime. The original logo was black and white, but way too ornate and overly complex. Steve Jobs stepped in to simplify the logo into an easily recognizable, rainbow-colored apple with a bite taken out of it. The rainbow colors made sense for many reasons: it was the 1970s and the rainbow was an inviting array of colors to the generation; plus, Apple was the first company to introduce full-color computer screens in an era dominated by DOS: yellow or green text on a black screen. Big Brand Idea: After 22 years with the rainbow apple, Steve Jobs returned to Apple with a ton of ideas for change. He correctly asserted that the rainbow apple no longer spoke to their product line, now known for simple, effective, intuitive, minimalist, sleek technology. (Plus, the whole world went color quite awhile ago, so color as a feature was no longer a selling point.) So, the apple went monochrome in 1998. In 2003, the slick, shiny, silver glass-themed logo unveiled an ever-futuristic Apple angle of rebirth, purity and simplicity just like their new products.
Apple's first logo, depicts Sir Isaac Newton sitting under an apple tree.
Almost immediately, this was replaced by Rob Janoff's "rainbow Apple", to represent the fact the Apple II could generate graphics in color.
In 1998, with the roll-out of the new iMac, Apple discontinued the rainbow theme and began to use monochromatic themes, nearly identical in shape to its previous rainbow incarnation, on various products, packaging and advertising. An Aqua-themed version of the monochrome logo was used from 20012003, and a Glass-themed version has been used since 2003.
Current Products Mac accessories, IPad, IPod, IPhone, Apple Tv, Software. Apple IPod Packaging 1. Original 5 GB IPod
Apple wanted its first iPod to impress, from packaging to player, and pulled out all the stops to do so. This iPod was designed for Macintosh only. The outer box reflects a design that would be familiar to Mac users. It screams iPod in bold black letters using the default Apple font that all Mac users are familiar with. The box was also designed to communicate the iPods purpose and to distinguish it from other music players. The idea is to hint at just how sleek the iPod is One side of the box features an iPod at a 45 degree angle. The Inner box Features the now-standard gateway design where the box folds open This box opens to silver doors adorned with the
Apple logo and the word iPod that hide the contents of the box The iPod is on the right and the software and manuals envelope on the left that bears the single word Enjoy. The inner box is a custom-cut Styrofoam insert with one section covered with a piece of silver cardboard.
2. 10 GB IPod
Apples Think Different ad campaign. This Product also hints that it was designed for Mac users. The Outer Box carries the images of iconic musicians (Billie Holiday).It is portrayed similarly to the figures presented in Apples Think Different ad campaign. The box also reflects that the iPod was becoming its own brand, separate from the Macintosh. Apple placed the name below the left corner of the iPod full-face shot on the outside of the box. To again underscore how sleek the iPod was, one side of the outer box carries a side-view of the player. The inner box It is identical to the original iPods box.
3. 2nd Generation IPod
Apple welcomes Windows users into the fold. In doing so, the iPods packaging begins to distance the iPod from other Apple products. Apple took the device cross-platform and bundled
accessories. The name on the front of the box was simple and anything but overwhelmingthe name appeared in white letters against a gray background the box identified what kind of computer the iPod was designed for (Windows or Macintosh). The full-face and side views remain but are slightly larger than on past boxes to reflect the greater capacity of the high-end models Windows 20GB box, an iPod adorned with case and remote control takes up one side of the box, indicating that this was more than your older brothers iPod. The inner boxs gray is more modernmuted rather than metallic the sans-serif iPod name appears on this boxs inner doors, illustrating that the iPod was definitely a separate brand from other Apple products. In a change from earlier boxes, Apple placed a plastic insert inside the box, though maintained the gray cardboard cover for the accessories slot.
4. 3rd Generation IPod
This iPods packaging is designed to both impress (the box is just a tiny bit bigger than previous boxes) and inform. The Outer Box One side of the outer box boldly proclaims iPod For Mac and Windows, dock included in gray and white lettering against a black background The box shows a side-view of the iPod in a dock, an illuminated iPod against a black background, and the iPod at a 45 degree angle with the iPods navigation screen displayed. The Inner Box the white doors eschew the Apple logo and iPod name. Instead, gray letters on a white background simply read Designed by Apple in California. The inner boxs insert reverted to Styrofoam, featuring larger compartments to accommodate the dock and case. .
5. Original IPod Mini
The iPod moves from high-end music jewel to kicky musical companion. Packaging of the Original IPod Mini it was designed with youth in mind Packaging reflects it. mini appears in green, pink, yellow, and blue letters to reflect the minis colorful outer casing Each box reflects the color of the iPod within by offering a life-sized, full-face picture of the iPod in that particular minis color. Packaging of the original iPod mini To both reflect its pint-size and show off the included belt-clip, another side of the box shows the iPod at a 45 degree angle Another view of the mini shot from the side while clipped to the belt clip Apple included a large picture of the minis new click wheel on the remaining side. Each side includes a very short caption explaining the glory of the pictured feature (Revolutionary touch-sensitive Click Wheel. Find the song you want in seconds.). The inner box is a simple white. Apple slaps its designer label on the right door of the box. Reflecting the less-expensive nature of the device (and, perhaps, Apples desire to save pennies), the boxs insert is rough gray cardboard.
6. 4th Generation IPod
Apples confidence in the iPod couldnt be greater. Buy a dozen! For this product Apple has finally come up with an effective iPod campaign (the shadowed dancing figures against colourful backgrounds) That campaign and the iPods packaging have come together here This
box with its vibrant pink, yellow, blue, and green sides makes sure that its the first thing you see when you walk in the store. This box comes in vibrant pink, yellow, blue, and green sides which make sure that its the first thing one see when one walk in the store. Apple has settled into the black inner box with white doors and cardboard insert.
7. Original IPod Photo
Apple returns to the iPod-as-precious-object design. Those well-heeled enough to drop $500 or $600 on a music player that shows pictures will expect everything about itincluding the packagingto be perfect. The iPod photos box gives the impression that its whiter than whiteproclaiming some sort of awesome purity Like the fourth-generation iPods box, this box tells you in no uncertain terms what is contained within Two sides show dummied-up views of the iPods pictures screen accompanied by simple captions (View photos, play slideshows with music on your iPod or TV). The final side returns to the view of the iPod displayed on the first iPod boxes The iPods sides are softernearly blending in with the boxs white backgroundand the photos coloured interface is on display. The inner boxs insert returns to the more elegant Styrofoam.
8. IPod Shuffle
IPod Shuffle Apple makes it clear that it wants the low-end of the music player market and is willing to offer quality products wrapped in good looking packages to get it. The shuffle is the first iPod that comes without a cube-shaped box (as well as the first to sport a plastic tab that allows you to load a bunch of them onto a display rack) The box is thin green with the clear plastic window that displays the iPod The shuffles box introduced a new look for iPod packagingone that abandons the cube-shaped box and introduces an inner box that slides from an outer sleeve. This is Apples cheapest iPod, but the packaging doesnt feel cheap. The inner box is slick and functional and colour-coordinated to match the outer sleeve.
9. 2nd Generation IPod Mini and IPod Photo:
The packaging promises a truly portable playerone that can be easily tossed into purse or pocket or, better yet, carried in a stack to the checkout counters. The design reflects the grab it and go feel of the shuffle, reflecting the commoditization of the device across all its lines. The thinner boxone that offers an outer sleeve closed on one side and an inner box that slides out and folds open to reveal the iPod The mini boxes is kicky, as the outer box is the same hue as the iPod within, but slightly more dignified than the multi-colored mini found on the original minis box Second generation iPod mini and iPod photo. The inner box looks and feels good and, at the same time Apple manages to maintain the iPods designer feel by placing its
Designed by Apple in California tag line on the outside of the inner box. The new iPod photos box goes after elegance in a way different than the original photos packaging. This time the box is black with gold highlights Second generation iPod mini and iPod photo. The now-famous iPod needed some help getting in to the hands of Apple-heads worldwide. Apple wanted a package that would enhance the visual impact of the iPod. It had to be clear, as well as functionally house the product and accessories.
Ferrari S.p.A. is an Italian sports car manufacturer based in Maranello, Italy. Founded by Enzo Ferrari in 1929, as Scuderia Ferrari, the company sponsored drivers and manufactured race cars before moving into production of street-legal vehicles as Ferrari S.p.A. in 1947. Throughout its
history, the company has been noted for its continued participation in racing, especially in Formula One, where it has had great success. Ferrari road cars are generally seen as a symbol of luxury and wealth. In 1988, Enzo Ferrari oversaw the launch of the Ferrari F40, the last new Ferrari to be launched before his death later that year, and arguably one of the most famous supercars ever made. From 2002 to 2004, Ferrari introduced the Enzo. The Enzo was Ferrari's fastest model at the time, and was introduced and named in honor of the company's founder, Enzo Ferrari (Although it was to be called the F60, continuing on from the F40 and F50, but Ferrari was so pleased with it, they called it the Enzo instead). It was initially offered to loyal and reoccurring customers, each of the 399 made (minus the 400th which was donated to the Vatican for charity) had a price tag of $650,000 apiece. Identity The famous symbol of the Ferrari race team is the Cavallino Rampante ("prancing horse") black prancing stallion on a yellow shield, usually with the letters S F (for Scuderia Ferrari), with three stripes of green, white and red (the Italian national colors) at the top. The road cars have a rectangular badge on the hood (see picture at top of page), and, optionally, the shield-shaped race logo on the sides of both front wings, close to the door. Colour Since the 1920s, Italian race cars of Alfa Romeo, Maserati and later Ferrari and Abarth were (and often still are) painted in "race red" (Rosso Corsa). This was the customary national racing color of Italy, as recommended between the World Wars by the organizations that later would become the FIA. It refers to the nationality of the competing team, not that of the car manufacturer or driver. In that scheme, French-entered cars like Bugatti were blue, German like Benz and Mercedes white (since 1934 also bare sheet metal silver), and British green such as the mid-1960s Lotus and BRM, for instance. Rosso Corsa is the red international motor racing colour of cars entered by teams from Italy. National colours were mostly replaced in Formula One by commercial sponsor liveries in 1968, but unlike most other teams, Ferrari always kept the traditional red but the shade of the colour varies. Since 1996 Ferrari F1 cars are painted in a brighter, almost orange day-glow to adjust for colour balance on television screens. The original Rosso Corsa may appear almost dark brown in older television sets. The darker more crimson or claret-like shade of red made a return on the F1 cars at the 2007 Monaco Grand Prix, possibly in line with the increasing market presence of higher quality high definition television.
Red cars are also traditional in Alfa Romeo and Ferrari car running in other motorsport championships, such as Supertouring championships in the former and the 24 Hours of Le Mans and 24 Hours of Daytona in the latter. In contrast, since the 2000s Maserati has been using white and blue and Abarth has been using white with red flashes.
FOREVER RED
Why is red still Ferraris signature colour? Why arent English cars green and French cars blue any longer? National colours have fallen out of favors in racing. Only Ferrari has resisted the temptation and pressure from sponsors to stray from its signature red. If youre a fan of the Ferrari racing team, all you need to tell the world about where your loyalty lies is a plain red shirt. Most fans like to have the genuine Ferrari garment, decorated with the distinctive Prancing Horse motif that was presented to Enzo Ferrari himself after the first World War by the grieving family of a fallen fighter pilot who had carried it into combat. Red says it all, though, and the worldwide popularity of the marque from Maranello means that the only grandstands at a grand prix event not to be drenched in a sea of scarlet are those reserved for the guests or employees of a rival marque. Today, those fans automatically associate red with Ferrari, Italys all-conquering racing team. That is hardly surprising, for the famous cars have worn it right from the beginning of the Scuderia when Mr. Ferrari started building his own cars more than 60 years ago. But red is, of course, the national racing colour of Italy, allocated at the dawn of grand prix racing, before the Great War. However, it was not always so, and at one time as many as three different Italian manufacturers competed in red. Indeed, Enzos own patriotism was stretched so far at times that not all of his teams great triumphs have been won (as we shall see) by cars bearing the proud flame-coloured livery.
Today, those fans automatically associate red with Ferrari, Italys all-conquering racing team. Hence the first road car brought by Ferrari was also seen in the same Rosso Corsa, with the motive to bring the same excitement for the drivers on road. For many years Ferrari made cars in same or in shades of rosso corsa.
McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. McDonalds primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.. Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee". Speedee was eventually replaced with Ronald
McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs.
McDonald's first filed for a U.S. trademark on the name "McDonald's" on May 4, 1961, with the description "Drive-In Restaurant Services", which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald's restaurants in the early years. Although the "Golden Arches" appeared in various forms, the present form as a letter "M" did not appear until November 18, 1968, when the company applied for a U.S. trademark. MCDONALDS COLOUR STRATEGY: Yellow symbolizes sun, life, energy, friendliness, innovativeness, etc. Red is a color that stimulates the adrenaline glands in the brain. The company appears to have selected red for this specific purpose. There are other reasons it chose the red, but the major one is the chemicals it creates in the brain. Now ask yourself this, who does Mcdonald's market to? It has built its empire on directing ads at kids. What colors do children respond to? Primary colors are the answer. So there we have the red. Also, adults respond to red as well. (The adult is the action taker.) Who has the money to pay for little Johnny's lunch? So of course, the company needs to focus on mom or dad in the process. Red is a call to action, and it also stimulates the appetite.
Why yellow? Yellow represents many things; it all depends on the message being sent, the product and the actual yellow itself. In this case, the message is friendly. Are they friendly in Mcdonald's? Yes, they are. Now let's move onto the clown, Ronald McDonald. He just screams out so many messages: red hair, red stripes and red shoes. Knowing that red can represent energy, exciting and courageous, you can see its significance. The color red was chosen for the clown very carefully.
Now what does Ronald do? He has lots of energy. He is also very excited, and he portrays joy. (Yellow can also represent joy.) Now, why would he wear yellow? In this case, it is because he is friendly. Yellow can also mean caution, and red can be related to sex or war. It does not matter. It is the message that you want to send and how it relates to your product. This is an example of a company that chose its colors very carefully so that it could send very specific messages. A color psychologist would tell you that this is no surprise: red is the color that makes people hungry. Red instantly attracts attention and it also makes people excited, energetic, and increases the heart rate. In the fast-food industry, look no further than McDonalds, Wendys, or Burger King as prime examples of this. These massive companies all have a large amount of red in their branding as well, which subconsciously lets customers know that the chain is high-energy, bustling, and most importantly fast. Red seems to have color dominance with regards to actual food products, as well. If red foods such as tomatoes, strawberries, and apples arent a natural part of the product, often times red packaging is used instead, such as with Coke, Skittles, and Campbells Soup. Incidentally, this color combination has influenced many other fast food chains.
Pizza Hut
Burger King
KFC
Smokin joes pizza Going Green- McDonalds?
Catching sight of some of the TV advertising and media for McDonalds recently, its fascinating by the latest strategy of the brand to place itself in the market as a more wholesome option for fast food. A sponsor for this years Olympic Games, McDonalds aims to promote balanced options for its Happy Meals, including fruit, vegetable and dairy choices.
The last few years has seen McDonalds image suffer as a result of unfavorable publicity and claims that alerted the public to its food being a leading cause of obesity. McDonalds has since been working to rebrand itself as more health conscious by offering more healthy food options.
The two colours we associate with the global brand are red and yellow. The combination of red (energy, speed, activity) and yellow (emotions, confidence) directly communicates to us that in McDonalds restaurants we can be instantly satiated; get, eat and go.
Exceptthat it might not have escaped your notice but McDonalds have also been busy updating their restaurants and have been changing the familiar red shop fronts to a very dark green. Presumably the thinking behind McDonalds decision to get (heavy handed) with the green in their restaurant design is to influence our perception of the restaurant as offering wholesome food?
We associate particular variations of green with balance and health. However, my thoughts are that the colour green used for the new shop fronts is far too dark and heavy, and theres far too much of it. The colour is not attractive enough to draw us in, as like a dark green sludgy pool, it looks entirely unappealing. The McDonalds yellow M logo along with McDonalds name in white (hygiene, purity) now look entirely incongruous.
Who are McDonalds now? What do they want to be known as a fast food restaurant offering healthier alternatives or a whole food restaurant?
Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country. Its heritage can be traced back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolateOn 7 May 2008, the separation of our confectionery and Americas Beverages businesses was completed creating Cadbury plc with a vision to be the world's BIGGEST and BEST confectionery company.
In 1905, Cadbury's top selling brand, Cadbury Dairy Milk, was launched. By 1913 Dairy Milk had become Cadburys best selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader. Cadbury India began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. Today, Cadbury has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Bade (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkotaand Chennai). Its corporate office is in Mumbai. Worldwide, Cadbury employs 60,000 people in over 200 countries. Colour Used: CADBURY The colour was used in order to give tribute to the queen of England. Purple is the color of spirituality, intelligence and wealth. It can also mean royal, sentimental, creative and sophisticated. Purple implies royalty, mystery, spirituality and sophistication. Because purple is the combination of red and blue, it has both warm and cool properties. The color purple can be found in many education related and luxury product logos. So every time you grab a Cadbury chocolate, you tend to get that luxurious feeling.
CADBURY CELEBRATIONS A festival is not a festival unless it is celebrated, and a celebration is not a celebration unless you open a box of Cadbury Celebrations!
If there was one challenge that Cadbury faced, then it was in converting the quintessential Mithai loving Indian into a chocolate fan. With Celebrations, we not only succeeded in positioning chocolates as the modern variant over the traditional Mithai, but also managed to connect to the average Indian for whom festivals hold a special significance. OBJECTIVE: To make consumers celebrate Diwali with Cadbury Celebrations instead of
homemade sweets. Sales of sweets jump 300% during Diwali, while despite being a top-selling confectionary item, Cadbury was not even accepted as a social gift on auspicious occasions. MEDIA STRATEGY: A new communication, Aisi mithaas, jo rishton ko banaye aur bhi khaas was conceptualized to create brand relevance during the festivities. Cadbury Celebration Diwali Rishton Kii festival on Star Plus, featured 100 TV celebrities showcasing festival elements like Lakshmi Puja, Bhaidujh, Karva Chauth, singing and dancing, capturing the role of Cadbury Celebration during festivities.
RESULT: The overall media campaign reached out to 94 million people. While the post track matrix for Cadbury Celebration revealed that 33% of the population associated the brand with the initiative; preference matrix for Cadbury Celebrations over homemade sweets moved up by 79%. Cadbury Advertising (Raksha Bandhan):
The Cadbury Celebrations journey began in 1997 with Cadbury attempting to introduce the Celebrations range as a typical gift for a festive occasion. In 2000, Cadbury positioned Celebrations as the new `Rakhi Par Ek Meetha Sa Uphar and slowly, people started waking up to the idea of gifting their near and dear ones delicious chocolates in place of traditional sweets.
In 2002, Cadbury further strengthened and nurtured the closeness of the brother sister relationship. With Gulzars heartwarming lyrics `Rishtey Pakne Do, Àankhon Se Chakne Do, the age-old custom of tying a Rakhi was followed by gifting a box of Celebrations. Between 2003 and 2006, Celebrations became the perfect addition to the traditional Shagun. With the tagline `Kyunki Sirf Shagun Hi Kaafi Nahin yet one more time, Cadbury made Raksha Bandhan even more special
In 2008, Celebrations went beyond a simple Rakhi gift, and commemorated the true core of the relationship the love that siblings share. In 2010, the Rich Dry Fruit and Assorted Favorites range of Celebrations were unleashed, which were aptly supported by the `Shararat commercial. Now, Celebrations became the new fun starter for the older siblings; a delicious treats that they could enjoy on the occasion of Raksha Bandhan.
Our Advertising (Diwali):
Recognizing the market potential, Cadbury decided to add the Diwali twist to Celebrations. With the 1999 campaign that surprised families with `Diwali Ki Meethi Shubhkaamnaaye and the `Har Pal Bane Ek Utsav campaign in 2000, people were now reveling in the Diwali festivities with a box of Cadbury Celebrations. In 2002, with the tagline `Rishtey Pakne Do the Rich Dry Fruit Collection was introduced in the market that got families together in festive times.
Delving beyond families, the 2004 Celebrations commercials starring Amitabh Bachchan cemented the spirit of friendship with the tagline Àisi Mithaas Jo Dosti Banaye Khaas. In 2006, another Amitabh Bachchan starrer with the tagline Èk Aisi Mithaas, Jo Dosti Ko Banaye Aur Bhi Khaas celebrated the warmth of re-unions and friendships that went beyond time. In 2009, Celebrations took the brand thought deeper into the meaning of Diwali; it was now a symbol of new friendship, spreading happiness, and taking a moment to thank all those who remain unappreciated for most part of the year. Tapping into the festive mood of togetherness, Celebrations started asking people Ìss Diwali Aap Kisse Khush Karenge?
ANALYSIS:
The following analysis is done based on the questionnaire filled by a sample size of 75. 1. Is packaging an attractive concept for you.
At Times 10% No 20%
Yes 70%
2. Do you select products according to your life style?
Yes 40%
No 60%
Price Need Quality
3. Do you like the use of various colors used in packaging.
Yes
No
20%
80%
4. Does colour of packaging matters to you in purchasing the product.

Yes No Sometimes
10%
50% 40%
5. Which is your favorite colour ?
Red
Blue
Purple
Yellow
Green
Orange
Black
Grey
White
3% 7% 11% 5% 15% 10% 4% 30% 15%
6. What colour you dislike.

Grey Brown Orange Pink
16% 40% 23%
21%
7. Which colour makes you fell happy?
Red
Yellow
Silver
Gold
Green
10% 15%
30%
20% 25%
8. Which colour makes you feel sad?

Grey Brown Sky Blue
10%
25%
65%
9. On the count of three I want you to look around and select the first colour you see.
Red
Blue
White
Orange
Black
Marron
10% 10%
5%
30%
20% 25%
10. Do you feel that the colour of the packaging also shows the quality of the product?
Yes
No
At Times
35% 45%
20%
11. Do different colors attract you to buy new products?
Yes
No
Sometimes
15%
45%
40%
12. Does colour help in remembering the product.

Yes Some Times
30%
70%
13. Does colour affect in improving readership.
Yes
No
Some Times
40%
40%
20%
14. Do you give more importance to colour on the visual factors when purchasing products?
No Yes
30%
70%
INTERPRETATION:
1. From the research done it can be seen that many buyers are attracted by the concept of colourful and innovative packaging. But there are times that a buyer prefers to buy the product based on its quality and need rather than how the product is packaged and shown to him. 2. The research says that lifestyle is more an important factor for the rich; an average buyer will prefer selecting products depending on their needs or the price of the product or depending on the quality of the product. 3. Many buyers like the use of different and attractive colours used in packaging. More percentage of buyers focuses more on the visual factor when they are new to a particular product. 4. Buyers feel that the colour matters in helping them remember the product and also differentiate the product from other. Hence few buyers believe colour matters to them in terms of buying various products like clothing, furniture, cars etc. While there are a few buyers who prefer the quality of the product over the colour. 5. Most of the favorite colours which buyers like are the primary colours like red blue and yellow and green followed by colours like purple, white. 6. The most un-liked colours by buyers is grey, brown and more of the dull colours which do not appeal the buyers motives to buy a particular product. 7. As colour also affects mood hence this question is to understand how colours play a role in changing human emotions, some of the colours which gets the happy feeling are red yellow silver gold green. From this question it can be said that colours like gold and silver are more in favor of the feminine part where as colours like red and yellow is more in terms of the masculine part and colour like green is in term of the religious part. 8. Dull colours like Grey, brown and sky blue are few colours which makes the human mind feel lazy and sad. 9. The reason for this question was to see how few colours are more bright and vibrant over other and to understand which colours are easy to attract human attention. 10. Majority of buyers feel that use of a good attractive colour shows that the product inside the package is of a good quality, apart from the price the product has. Many buyers change preference according to different products and brands. There is a percentage that does not believe colour of packaging shows the quality as they are more concern about the product features, functionality and the brand.
11. Colour does play a role in attracting customers but from the questionnaire it can it said that its more of a 50 to 50 ration as there a buyers who purchase new products on the basis of attractive colours where as there are few who dont hence we can say brand recognition is also important and few buyers have brand loyalty for their particular product hence dont prefer trying new products. 12. It shows the importance of colour in terms of brands as through this question we can interpret that buyers always remember their brand through the colour used. Buyers always link their brand through colour. For example red for Coke Cola and orange for Mirinda. There was not a single prospect who said a no to this question which shows that colour plays a major role in communicating with customers. 13. At times colour does help in reading the product through the packaging for instance if we take an example of IPOD mini we can say that the use of various colours makes it look like the product for the youth and how vibrant the features will be from the rest of the products. Hence sometimes colour also plays a role in reading the product features. 14. When it comes to visual sense of human beings it can be said that 70 % of it contributes towards colour and helps in making choice for buying the product. Colour is a major pointer of visual factors.
CONCLUSION:
After studying the entire thesis, it is easy to understand that how colour helps in attracting customers and also to communicate with the target market. The thesis has made it clear how various brands use different colours in order to charge the human senses. Each colour has a unique meaning of its own. Apart from that we can also see how each colour meanings changes according to different demographic and cultural changes. Colour plays a major role in packaging as 80 % of the visual senses are constituted by colour; hence it becomes important to use the right colour in the right way. We can also see how use of excess colour can leave a negative impact and make the brand look outrageous. Each colour plays a different role according to the age, the culture, the lifestyle and also education. This is how it affects buying behavior. When it comes to brands using colour, we can see how brands chose their colour on a scientific manner or to imply the meaning of their brand through the use of colour. If we take an example of McDonalds it uses the colour red and yellow cause scientifically these two colours helps to charge human cells which shows their hunger and fun quotient, whereas a bran like Ferrari uses red in order to show the firry speed of its cars which excites any human being who loves driving. Hence, the use of colour can be made in many ways not only in one unique way. Colour helps to bring innovation, uniqueness and brand reorganization.
The key to a great brand is well-thought-out use of color, because the right color speaks to the fears, passions and desires of target audience. Color actively and purposefully evokes emotion in a way that no other brand component can. So, even if your brand is small, it doesnt mean you cant look and act like a big brand by choosing colors that speaks to your target market.
BIBLIOGRAPHY
http://www.google.co.in/
Principles of marketing by Philip Kotler.

www.4psbusinessandmarketing.com/ www.colour-affects.co.uk/psychological-properties-of-colours http://www.empower-yourself-with-color-psychology.com/meaning-of-colors.html
ANNEXURE
Name: Age: Education: Gender: Female Male
1. Is packaging is an attractive concept for you? Yes No At Times
2. Do you select products according to your life style? Yes No, then on what?
3. Do you like the colour used in packaging? Yes No
4. Does colour of packaging matters to you in purchasing the product? Yes No Sometime
5. Which is your favorite colour?
6. What colour you dislike?
7. Which colour makes you feel happy?
8. Which colour makes you feel sad?
9. On the count of three I want you to look around and select the first colour you see?
10. Do you feel that the colour of the packaging also shows the quality of the product? Yes No At times
11. Do different colours attract you to buy new products? Yes No Sometimes
12. Does colour help in remembering the product? Yes No Sometimes
13. Does colour affect in improving readership? Yes No Sometimes
14. Do you give more importance to colour on the visual factors when purchasing products? Yes No
Thank you for cooperation.

Thesis Colour Psychology

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A Thesis Report On The Colour Psychology - Branding A Thesis Submitted In Partial Fulfillment of the Requirements For The Awards

of Degree from IIPM

The Colour Psychology.

EXTERNAL GUIDE APPROVAL LETTER

Internal Guide IIPM, Pune

Pranab S Deb +91-9960095961

INTERNAL GUIDE APPROVAL LETTER

Wishing you all the best.

Simantee Sen Faculty, Training & Events IIPM-PUNE

Thanks and regards Nikita Pawar IIPM 10-12/SS

Thanks and regards Nikita Pawar IIPM 10-12/SS

Name: Nikita Pawar

Topic of study:The Colour Psychology- Branding

Date when the guide was consulted: 5/09/2012

Thanks and regards Nikita Pawar IIPM 10-12/SS

Date when the guide was consulted: 10/09/2012

Thanks and regards Nikita Pawar IIPM 10-12/SS

Name: Nikita Pawar

Topic of study:The Colour Psychology- Branding

Date when the guide was consulted: 17/09/2012

The progress of the thesis: The Research Process is completely done.

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Response sheet 6, Name: Nikita Pawar

Topic of study:The Colour Psychology- Branding

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product price place promotion people positioning packaging

COLOUR AND MARKETING

not as affected. Females:

Western: Energy, excitement, action

Sacrifice, sin Christian: Sacrifice, passion, love

Cultural Color Meanings of Pink

Thailand: Color for Tuesday Korea: Trust

Cultural Color Meanings of Orange

Cultural Color Meanings of Yellow

Cultural Color Meanings of Green

Cultural Color Meanings of Blue

Cultural Color Meanings of Purple

Cultural Color Meanings of White

Cultural Color Meanings of Black

Australian Aborigines: Ceremonial color Commonly used in their artworks

Cultural Color Meanings of Brown

Cultural Color Meanings of Magenta

D. COLOUR MEANING IN BUSINESS: Red: color meanings in business

Resentful, violent and brutal

Orange: color meanings in business

Using Orange in Business

Yellow: color meanings in business

non-emotional and lacking compassion

Green: color meanings in business

Blue: color meanings in business

commitment to the truth and selflessness

Purple: color meanings in business

Magenta: color meanings in business

Negative Color Meanings in Business: avoids challenges too relaxing

can be over bearing and demanding

Pink: color meanings in business

Gold: color meanings in business

Silver: color meanings in business

Black: color meanings in business

conservative and serious power & control sadness and negativity

White: color meanings in business

Gray: color meanings in business