2. Table of Contents
01/ What is Color Marketing?
02 / Colors in 4Ps
03 / Effects of Colors and its Uses
04 / Failure Cases
05 / Conclusion
3. Color Marketing is a marketing
strategy that uses color to
stimulate customer’s buying
desire.
1 Color Marketing
4. Company decorates its shops and buildings to deliver their
message through colors and to make customers feel a certain
emotion toward firms.
3 Colors in 4Ps
Place
Most fast-food
chains use red
color in their shops
to arouse
customer’s
appetite.
5. Color gives a product an image
that the color has.
Color of a product greatly affects
people on their decision of
buying a product.
3 Colors in 4Ps
Product
Apple
differentiated
iPhone 6S by
covering it with
unique design and
color
6. 3 Colors in 4Ps
Effect of Color on Consumers
Visual Appearance
93%
Texture
6%
Smell/Sound
1%
Color
85%
Other
15%
Source : colormatters.com
Factors considered in
purchase of a product
Reasons why shoppers
buy the particular product
7. 3 Colors in 4Ps
In promotion, companies use the
color of their CI (corporate
identity) to make it easy for
customers to recognize the
promotion.
E-Mart uses yellow color on its logo, flyers
and interiors to let customers connect
yellow to E-Mart, which differentiates it from
other discount shops
Promotion
8. 3 Colors in 4Ps
Effect of Color on Brand
Color
Other Factor
Color of a brand
increases brand
recognition by 80%.
Source : colormatters.com
9. Courage, strength, warmth, energy, stimulation, masculinity,
excitement
3 Effects of Colors and its Uses
Red
10. Courage, strength, warmth, energy, stimulation, masculinity,
excitement
3 Effects of Colors and its Uses
Red
11. Comfort, food, warmth, security, sensuality, passion,
abundance, fun
3 Effects of Colors and its Uses
Yellow
12. Comfort, food, warmth, security, sensuality, passion,
abundance, fun
3 Effects of Colors and its Uses
Yellow
15. Harmony, balance, refreshment, universal love, rest, restoration,
reassurance, environmental awareness, equilibrium
3 Effects of Colors and its Uses
Green
16. Harmony, balance, refreshment, universal love, rest, restoration,
reassurance, environmental awareness, equilibrium
3 Effects of Colors and its Uses
Green
19. Shin Ramen Black
4 Failure Cases
Stereotype of Color
Hot and
Spicy
Luxurious
and
healthy
20. Shin Ramen Black
4 Failure Cases
Stereotype of Color
Red, Yellow, Orange → Color of the soup Black → discourage appetite
21. White Coca-Cola
4 Failure Cases
Inappropriate Choice of Color
Cool and thirst-
quenching
Environment
friendly
White colored can
White polar bears
22. White Coca-Cola
4 Failure Cases
Inappropriate Choice of Color
Delivering message that
Coca-Cola is caring about
polar bears with white color
was appropriate.
Image of ‘Diet Coke’ was
already existed in white(silver)
color.
Consumers were confused
between diet coke and
original coke in white can.
Which is which?
23. Daum & GS Caltex
4 Failure Cases
Excessive Use of Colors
Too many kinds
of colors were used.
Giving uncertain
image to the
company
Blue
GreenBlue
Yellow
Red
Green
Orange Red
Black
24. 5 Conclusion
• Companies should
consider color of the
products that are already
existed in the market
before they decide what
color will they use.
• It is important to give a
definite and certain
image to consumers by
using one distinctive
color, not using various
kinds of color.
?!
Let’s find out!
25. 5 Conclusion
• Color marketing is
becoming a common
marketing strategy
among most companies.
• It is required for
companies to give an
image to color instead
of using the existing
image of color. Maeil’s banana milk,
‘Banana is originally white’,
differentiated itself with
other banana milks which
have yellow color.
