The Color of Marketing

In 1704, Isaac Newton discovered that ordinary light is a mixture of many different colored lights. At the same time, however, artists told him that they could make any color with just three basic colors. In 1802, Thomas Young discovered that the eye contains three sensors which correlate to the three pigments that artists use to mix colors. With this discovery, Young proved that both Newton and the artists were correct:

By mixing the three primary colors—red, yellow and blue—we can create all the other hues on the color wheel. Today, sophisticated printing uses a four-color process (black has been added). The printing industry has also created terminology to facilitate communication between printers and marketing folks about color—‘hue’ describes its purity; ‘strength’ describes the saturation; and ‘grey’ describes how ‘clean’ it is.

Astute marketers place a great importance on color and understand its significant influence. Color plays an important role in the visual style of an organization, the expression of its positioning and corporate purpose.

Corporate identity is expressed through a myriad of elements—e.g., name, symbols, colors—that the organization uses to distinguish itself, its brands and its affiliated companies. The marketer’s challenge is to provide a consistent standard of quality that will create recognition and visibility with prospects and encourage customer loyalty. Consider examples of how the following colors are associated with companies, products or services:

A good deal of research has been conducted on the influence of color and has proven that some colors have a greater tendency to please. It is generally agreed that the order of preferred colors is: Blue, Red, Green, Purple, Orange, and Yellow. From a gender perspective, both sexes prefer blue, with the runner-up being red for females and green for males. It has also been determined that younger people prefer pure, bright colors while softer, less intense tones appeal more to older people. In general, primary colors are favored and warm colors attract more attention.

Marketers must also consider the effects of synaesthesia when determining how to use color most effectively. The underlying concept is that color can evoke feelings concerning, for example, quality, strength, weakness, prestige, price, femininity or masculinity. Extensive research has uncovered the emotional impact that accompanies each color. To illustrate:

Building on this concept, research has shown that, in addition to each color expressing its own values, combinations of colors can achieve specific objectives. Working with the color palette achieves an added dimension when one realizes that different color combinations can communicate different statements in support of marketing objectives. Here is just a sample of the implications of different color combinations:

Suasion Resources is a specialized firm that has provided marketing consulting to the financial services industry for the last two decades. Applying our unique approach to the art of persuasion, we have helped develop fresh innovative marketing approaches for many of the country's leading financial services firms. In the process, we have created some of the industry's best marketing practices. Our approach places at our clients disposal an uncommon level of both talent and technique in the areas of strategy formulation, creative development and implementation offered on a totally integrated basis from a single source.