COLORS

Consumer
Purchase
Group Members:
Ho Yee Wen
Ho Mun Yee
Nur Zatil Isma
Saidah Salim
Siti Farhana Zainudin

And like flowers in the fields, that make wonderful

views, when we stand side-by-side in our
wonderful hues..
We all make a beauty so wonderfully true.
We are special and different, and just the same,
too!
So whenever you look at your beautiful skin, from
your wiggling toes to your giggling grin...
Think how lucky you are that the skin you live in,
so beautifully holds the "You" who's within.

Michael Tyler, The Skin You Live In

ANALYSIS OF HOW
COLOUR IS USED TO
MOTIVATE CONSUMERS
PURCHASES

DIFFERENCES IN
COLOUR
INTERPRETATION
BY VARIOUS CULTURE
Ho MUN
YEE

Introduction
Colour psychology
concerned with the effects of
colour on mood, emotion & behaviour
applied in marketing, advertising,
& promotion of products/ services

Buying Behaviour
Decision process:
search for select purchase use &
dispose
of products/ services
to satisfy needs & wants
Influenced by consumers emotions &
perception of the product

Colour Research
Human brain receives signals faster
through eyes than ears
Initial viewing (people/ product)
Within 90 seconds
Make subconscious judgment
62-90% of the assessment is based on
colour alone
Source: CCICOLOR - Institute for Colour
Research

Colour Research

(Colour & Marketing)

93% consumers put most importance on
visual factors when purchasing products;
Texture (6%); sound/smell (1%)

Colour Research

(Colour & Marketing)

85% consumers place colour as a
primary reason for buying a product

Source: Secretariat of the Seoul International Colour

Expo 2004

The Use of Colour

Colour, if used correctly, can
o Capture attention
o Differentiate product from competitors
o Leave lasting impression
o Create/change ambience, moods & feelings
o Create perception of the product
o Motivate consumers to buy
o Increase purchase probability & sales

Cool Color
Ho Yee Wen

Blue

Green
Blue-green

Purple
Blue-purple

G
R
E
E
N

A feel good color

Life and Nature
Symbolize:
Harmony
Safety
Environmental Peace
Fresh
Nature

Advertising
Make customer feel
welcomed
Suitable for
advertisement of
advisors, banks, and
accountants

Product packaging
Show quality of product
Signalizes the product is
healthier

B
L
U
E

A overwhelming favorite
color
The color of ocean and sky
Symbolized:
trust
loyalty
wisdom
confidence
dependable
truth

Advertising
Make people feel calm,
loyal and trustworthy
Suitable for:
Travel agencies
Pharmacies
Banks
Medical Supplier
Weight loss centers

Product packaging

Blue is the color of the mind and evokes a sense of responsibility,

tending to encourage us to be on our best behavior so unconsciously
consumers believe the product is lower in fat than other brands
Color psychologist, Angela Wright

P
U
R
P
L
E

Blue (calm) + Red (stimulation)

Symbolize:

Elegance
Fantasy
Royalty
Status
Creativity
Luxury

Advertising
A luxury color (can
give quality to cheaper
product)
Beauty products to
make it look luxurious
Attract attention of
women

Product packaging
Special
Good
quality

WARM COLOR
Siti Farhana

RED ORANGE YELLOW

including orange red, yellowish green and pink

Created atmosphere: cheerful, lively,

excitement or even anger

RED
Powerful color
Represent the feeling of action
passionate, powerful,
aggressive, blood, love, energy,
excitement, hunger and heat
Most often attract attention
Psychological effect: hot, bold
and angry.

RED:Ads
Easily attracts attention and
make people hungry
Pizza Hut, McDonald, Kentucky
Fried Chicken (KFC)

RED: Product Packaging

ORANGE
Orange is the color
combination of red and
yellow.
It is warm and welcoming
colors that will make people
feel comfortable and
affordable
Very synonym with citrus
fruit - positive psychological
effect: freshness and joy

ORANGE: Ads
[Action Button] : buy now,
register now

Branded company: an expansive

product seems very more
reasonably priced
Stimulant someones appetite
and conversation
Vitamin shops, Mexican
restaurants and dance clubs

ORANGE: Product Packaging

Beverage packaging
Health product and Orange
flavors

YELLOW
Bright color - can attract a lot of
attention
Psychological responses: young,
rich, happy, imagination,
creativity optimism, hope,
philosophy, non-dishonesty,
enlightenment and intellect

YELLOW: ads
Cheerful color, fun and full of energy :
very synonymous with children's toys

YELLOW : product packaging

Differences In Color Interpretation By

Various Culture

EASTERN CULTURE

Saidah Salim

Black
- Black is seen as powerful
and expensive in the China,
Japan and South Korea.
- In China, black is perceive
as a high quality, formality
and masculinity.
- In India, black is associated
with dullness and stupidity.

Red
Associated with
luckiness, energy,
happiness and
celebration.
In china, red is used
frequently on packaging,
restaurants, and on
buses and taxis.
Associated with brides
color in China and India.
Used by Koreans and
Indians for everything
from cars to lingerie,
cosmetics and bridal

Green
In India, green is
associated with Islam.
In Japan, green is life
and good taste.
In China, green is
associated with
infidelity and it not
received well as the
primary color for
packaging.

Yellow
In china, yellow is
royal, authority and
good taste.
In Japan, yellow is
courage.
In India, yellow is the
color of commerce.

Blue
-

Blue is associated with

high quality,
trustworthy and
dependable in the USA,
Japan, Korea and China.
- Most popular color
for bank logos because
it represents trust and
authority.

White
White is often associated
with coldness, mourning
and sadness.
In China, white is
symbolizes as death,
mourning and
misfortune.
In India, white is relates
with unhappiness, death
and rebirth.
In Japan, white is
mourning.

Purple
Purple is associate with
nobility and wealth.
China, South Korea and
Japan associates
purple with expensive
product.
Purple is not
recognized in Indian
societies.

Differences In Color
Interpretation By Various
Culture

Western
Cultures
Nur Zatil Isma

WHITE

Weddings,
peace, purity,
cleanliness,
holiness,
quiet

Evil
Sin
Death

BLACK
Sophistication

Grievanc
e

Formal
Wear

Elegance

BLUE
Water, cool, relaxed,
freshness
Masculinity: USA,
Sweden
Femininity: Belgium,
Netherlands

YELLOW
Happiness, Felicity,
Glee, Cowardliness,
Illness

RED

Provocative,
Warning,
Danger,
Bravery, Love
And Romance

ORANGE

USA: energy;
energetic,
cheerfulness and
warmth
Spain & Portugal:
blood and aggression
Canada & USA:
refreshing, danger

GREEN
USA: Environment, growth, money,
youth, immature and newness
North America, USA & Canada: Jealous,y
illness
Spain and Portugal: Racy, cheap and
sexy
Eastern Europe & Greece: Divinity,
wisdom

PURPLE
USA: richness, luxury, power, mystery,
religion and maturity
Canada, USA, Western Europe, Italy:
Nobility
UK: Royalty
Mexico: Anger and Envy
Brazil: Mourning

Isn't it strange that I know you'd

risk your life to save mine, but I
don't even know what your
favorite color is?
Suzanne Collins, Catching Fire