The Psychology of Colour in Marketing

The Psychology of Colour in Marketing

Numerous studies have sought to measure the effect colour has on our emotions and responses. The psychology of colour choice in marketing is a much-debated topic and many infographics on the subject can be found on all corners of the internet. However, the link between colour and response to a brand or marketing message is not as simple as a colourful infographic might lead you to believe. It is likely that our personal experiences, preferences and cultural upbringing will have a major effect on how we respond to given colours.

That being said, it is clear that colours do have an emotional impact on us and that companies spend a lot of time and money choosing the colours they want to represent their brand.

Here are some of the most popular colour choices and how they might influence us…

Colour Red in Marketing

Associated with excitement and youthfulness. Red can be seen as bold and confident. It can also be used to create a sense of urgency and this is why it’s often used for sales, special offers and call to action buttons.

Example brands – Coca-Cola, Lego, Virgin, Nintendo

Colour Blue for Marketing

Symbolises trust and strength. It conveys a sense of dependability and trustworthiness. Blue is most often used by conservative and corporate brands.

Example brands – IBM, Facebook, Volkswagon, NASA

Colour Green in Marketing

Associated with nature and health. It can convey a sense of peace and tranquillity. Green is favoured by brands who want to be seen as eco-friendly or aligned with nature.

Example brands – BP, Tropicana, Land Rover, Starbucks

Use of Purple in Marketing

Conveys an impression of wisdom, creativity and imagination. Brands also use purple to represent luxury or mystery. Some claim it stimulates the creative and problem-solving parts of the brain.

Example brands – Cadburys, Hallmark, Yahoo, FedEx

Use of Yellow in Marketing

Associated with warmth and optimism. Yellow is used by brands who want to convey cheerfulness and happiness, although some argue that too much yellow can cause feelings of anxiety. Commonly used in shop windows to attract impulse buyers.

Example brands – McDonalds, Ikea, Yellow Pages, Chupa Chups

Impact of Orange in Marketing

This is a friendly and confident colour. It can be thought of as combining the happiness of yellow with the impact of red. Orange is the choice of brands wanting to be seen as fun and energetic and it is likely to instil a sense of positivity and warmth.

Example brands – Fanta, Amazon, Firefox, Harley Davidson

Impact of Colour Black in Marketing

Symbolises power, strength and authority. It can also be used by brands to convey sophistication and formality. Black is a good choice for high contrast and legibility, although overuse of black can lead to feelings of negativity.

Example Brands – Telegraph, Puma, Gillette, Wikipedia

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TOP Branded Travel Accessories When You Are On The Go!

Whether for business or pleasure, travel can be relaxing, fun and adventurous – or exhausting, frustrating, and boring. Your experience can depend on many factors, some of them can be helped and controlled.

You can control – or at least minimise – many of the inevitable inconveniences with some advance preparation and the right equipment!

Phone dying or laptop battery fading? Our Power Banks can come to the rescue! Can’t stand your teenage daughter taste of music? Why not give her a pair of headphones? Travelling abroad? Don’t forget the travel adaptors or bulk USB chargers!

You get the picture – there are products out there that will solve most travel problems with a minimal investment. You can be organised, comfortable, and ready to hit the ground running when you arrive at your destination!

Check out our list – you might just find something to eliminate those travel headaches:

Branded Travelling Car Kit

A branded kit of travelling gadgets! Keep your mobile devices charged and mounted in the car. Plus, use a powerful LED torch for when you stop at night.

A car charger plugs into your cigarette lighter to charge all types of mobile devices via USB. It has two USB ports and output of 2.1A to charge simultaneously two devices. A universal phone car holder comes in two versions: plastic that simply clips into your car air vents or chrome metal alloy with powerful magnets to stick to the dashboard and ensures a firm hold on your mobile phone.

Power Bank

This often life saving device is one of the must haves for the holiday season! Whether you are travelling round the globe, camping, or going to festival- power bank can help you stay in touch with loved ones, send photos, updates, emails etc.

This carabiner power bank has a black painted surface with an attractive rubber feel and a rather special mirror finish engraved logo.

Headphones

As the family holiday season approaches and we go away with our cherubs, it could be a good idea to get them a pair of headphones. When travelling in the car or staying in same hotel room, we may want to listen to different music, watch other films online or just get some privacy whilst talking on the phone. Of course, with so many options available, it’s tough to know what to choose!

Travel Adaptor

How many times did you pack your mobile phone charger or hairdryer only to realise that you can’t use them whilst you are abroad? Wrong plug equals no charge! Travel adaptors are hence vital when you travel abroad!

Mobile device adaptor

This multi device charging cable is ideal when on the go! You can devise you own fully custom mould for this mobile device charging adaptor cable. It is ideal for smartphones and most portable gadgets since it has a iPhone 5/6 Lightning cable, iPhone 4 30-Pin cable, Micro-USB cable & USB cable.

 

 

 

Sources: bpma

Understanding The Importance Of Packaging In Promotional Products

Even though the old saying reminds us not to judge a book by its cover, the fact is that we do, which is why publishing companies (physical and digital) put a lot of effort into designing book covers and why manufacturing companies should give equal thought to their packaging.

These days environmental care should be front and centre

Packaging has become something of a controversial topic these days. Consumers are becoming increasingly aware of and concerned with the concept of reduce, reuse and recycle and consequently placing more demands on manufacturers to produce packing to high environmental standards, for which read reducing the quantity of it and making it suitable for reuse and/or recycling (preferably and). At this point in time, the issue of sustainability has become so important that it should be incorporated into all aspects of the design process, right from the very beginning.

Function should lead form

Those of a certain age will be able to think of many examples of packaging changing its shape over the years to improve its functionality. For example, up until relatively recently, a can opener was a requirement to open all canned goods, now many cans of food come with ring-pull-style lids, similar to the ones used for canned drinks.

This reflects the fact that ultimately packaging has to serve a practical purpose, even if it is also decorative and desirable. At a basic level, the packaging has to ensure that the actual product arrives at its end destination in one piece and that it can be easily accessed by the customer. If it is likely that the product will be used in stages, then the packaging may have to continue to offer protection to its contents until such time as the consumer has finished it completely.

In short, it has to be up to the practicalities of the job, otherwise consumers may opt for a competitor next time around (or recommend a competitor to their friends), regardless of how good the actual product was, purely because they became frustrated with the packaging.

Build your brand through your packaging

This is possibly the most visible aspect of packaging and when brands get it right, it can work spectacularly well, in fact the packaging itself can become so desirable that it assumes collectable/resale value.

Creating effective packaging starts with knowing your target market, since your packaging is going to have to catch their attention even though it is fighting with countless other visual stimuli, including your competitors’ packaging. In a sense, packaging is an advert for both your brand and your specific product and as such it has to be able to engage a potential customer quickly by providing a clear answer to the age-old question “what’s in it for me?”.

Clarity is paramount; effective paramount tends to be designed in a way where areas which are visible on shelves use pictures and a limited amount of text to convey the necessary information. Having said that, there is certainly a place for information-rich content on packaging, but it will usually be on the back or base sides, which a customer will only see after they have picked up the item.

 

Sources: bpma

Four ways to improve your brand equity

Four ways to improve your brand equity

Branding is a key factor in attracting new business. It helps if prospective clients or bid reviewers know who you are or have seen your company’s “face.”

Moreover, your branding has to be dynamic, changing with the times, catching the changing winds of technology and the impulsive drift of consumer trends. In this age of disruption, even established brands are affected by market volatility.

In addition, branding can help you scale up your business beyond the traditional B2C or B2B markets. If your business is responding to a government RFP, you may be able to post professional proposals with a service like BidSync. It certainly helps to have name recognition as well.

Now that it’s clear how important branding is to your bottom line, what can you do to build your brand and increase your sales?

Here are five suggestions:

1. Develop a reputation for customer service.

In an uncertain age, consumers are looking for reassurance. Every day they are bombarded by countless advertising messages. As far back as September 17th, 2006 Walker Smith on CBS News pointed out how we went from being exposed to 500 ads per day in the 1970s to more than 5,000 per day. “It seems like the goal of most marketers and advertisers nowadays are to cover every blank space with some kind of brand logo or a promotion or an advertisement,” he said.

With all this marketing noise, the consumer relies on testimonials to figure out the difference between one company and another. It’s even better if the recommendation comes from someone they know.
Advertising is no longer the primary way most people make a buying decision. It’s usually testimonials or personal endorsements. These are generated through excellent customer service.

In fact, customer service may even trump the quality of product or service. This is because manufacturers and service providers have only a slight difference in quality. Would you rather fly Qatar Airways, Singapore Airlines, Cathay Pacific Airways, or Turkish Airlines? The distinguishing factors can be subtle, but customer service is easily identifiable.

2. Describe your value.

Although you may attract a customer through word-of-mouth advertising, you will keep him or her through value. If the value is far below the customer’s expectations, they will not become repeat buyers. Considering the high cost of winning over a customer, there is little profit in the first sale. A business only becomes profitable after repeat sales.

However, you can’t just hope to provide value and hope the customer recognizes it; you also have to talk about it in your advertising. In other words, your customers aren’t going to make a list of benefits they derived from the features of your product. It’s up to you to point these out in your marketing messages.

3. Develop an origin story about your business.

How do you get customers to know, like, and trust you? You develop a story about your roots. Stories engage and capture interest.

For instance, Carl’s Jr, the hamburger restaurant chain, has an interesting story that humanizes the corporation.

In 1941 young Carl N. Karcher and his wife Margaret from Los Angeles borrowed $311 on their major asset, a Plymouth automobile, and with an additional $15 from their savings account. They bought a hot dog cart. One cart became four carts, and by 1946 Carl’s Drive-in Barbecue opened up and served hamburgers.

People are interested in people, not companies. They often buy because they like the story of the person that founded the brand. While, of course, that’s not the only factor, it’s still an important consideration when people are making a buying decision.

4. Your brand is never established.

Coca-Cola was founded on January 29, 1892. By this time, you would think everyone in the world would be able to recognize the brand, but despite its business longevity, Coca-Cola continues to advertise widely across the world. Your brand can fade away quickly if you don’t consistently remind people…If it’s out of sight, it’s out of mind.

5. Create an online presence.

You need an online business even if your business has nothing to do with e-commerce. Today, the first thing people do when they find out about a new brand is to Google for brand reputation online.

Here are some ways to build your brand online:

  • Build a comprehensive website that tells people everything you want them to know about your company.
  • Stay in touch with customers by persuading them to sign up for your newsletter. Each newsletter you send out should offer value. This might be in the form of useful information or coupons.
  • Host a podcast.
  • Develop a Facebook Fan page and launch a Facebook Group.
  • Hire a reputation management company to keep an eye on your online reputation and refute any negative comments made by disgruntled customers or rivals out to tarnish your reputation.

Your Business Is Your Brand

What is a brand? It’s perception. The way you build your business is by engineering a positive perception of it. People want to buy from an organization they feel they know, like, and trust, and this positive perception begins by creating a positive impression and developing a good reputation.

Image source: Jared Erondu