RETAIL BRANDING: THE PSYCHOLOGY OF VISUAL MERCHANDISING
MSc in Economic and Business Strategy | University of Piraeus
1. University of Piraeus | MSc in Economic and Business Strategy
SENSORY MARKETING
&
THE POWER OF COLORS: HOW COLORS ARE USED IN MARKETING TO INFLUENCE
CUSTOMERS DECISIONS
DEDE KATERINA
SUPERVISOR PROFESSOR
MR. YANNIS POLLALIS
PIRAEUS| NOVEMBER 2011
3. VISION
Vision is the most powerful and most seductive of our
five senses since 93% put the highest importance on
visual factors when purchasing products.
The human eye can distinguish among 10.000 hues
According to research, the 83% of the information people
retain has been received visually!
People can collect images with every move of the head
The human brain updates images quicker than we see
4. New Brain
Rational
Thinking
Middle Brain
Emotional
Processing
Old Brain
Decision
Making
NEUROMARKETING
THE OLD BRAIN IS 450
MILLION YEARS OLD
WORDS ARE 40.000 YEARS
OLD
WRITTEN WORDS ARE 10.000
YEARS OLD
So, to motivate and inspire our old
brain we should speak to its own
language:
1. Self – Centered
2. Contrast
3. Tangible Input
4. The Beginning And The End
5. Visual Stimuli
6. Emotion
5. COLORS
Color increases brand recognition by up to 80 %.
Ads in color are read up to 42% more often than the same ads in black and
white.
People make a subconscious judgment about a person, environment, or
product within 90 seconds of initial viewing and that between 62% and 90%
of that assessment is based on color alone.
90% believe customers remember presentations and documents better
when color is used.
81% of companies think color gives them a competitive edge.
76% believe that the use of color makes their business appear larger to
clients.
Color can strongly influence attention to and liking of a product.
Color has effects on physiological responses and moods.
Color can be used to create experiences.
6. COLOR BRANDING
HEINZ
Sold more than 10 million bottles in
the first 7 months
Factories were working 24 h/day
and 7d/week
$23 million in sales just because of
a simple color change
Color:
Differentiates
Is emotional
Identifies
APPLE i- Pod
17. TOBACCO INDUSTRY
COLOR MESSAGE
RED FULL FLAVOR (REGULAR)
RED & GOLD MEDIUM
GOLD / BLUE LIGHT
SILVER / LIGHT BLUE ULTRA LIGHT
BLUE MILD
GREEN MENTHOL (FLAVOR)
LIGHT GREEN MENTHOL LIGHT
BROWN / MAROON NON - FILTER
18. SPORT TEAMS
RED: passion and win
WHITE: virtue, chastity and fair
competition
VS
GREEN: good luck and
a promising victory
19. COLORS AND CONSUMER BEHAVIOR
COLOR
TYPE OF
SHOPPER
IMPULSE SHOPPERS
like to be the first that
will try a new color
and are willing to
spend more money for
this
SHOPPERS ON A
BUDGET
are more prudent
and not such
spontaneous as the
first one
TRADITIONAL
SHOPPERS
love pale colors and
safe like blue, gray
and black
VENUE Fast Food
Outlet Malls
Clearance Sales
Banks
Larger
Department
Stores
Clothing Stores
LOW INCOME: BRIGHTER BOLDER COLORS
HIGH INCOME: SUBTLE COLORS
20. CONCLUSIONS
How a little piece of sensory marketing – the color –
has such big response from both experts and
consumers.
How powerful branding tool is a color. For instance,
IBM is synonymous with big blue. Big blue means
security and reliability.
How powerful can be a color in product choice
among several competitive brands and how a brand is
recognized only by its color.
How a color is used in order to meet the pleasure
and satisfaction of the consumer.