• Emotional signalling: Colours evoke basic emotional responses (e.g., red = urgency/excitement, blue = trust/calm, green = health/nature). Brands use these associations to match product messages to consumer feelings. (See: Gorn 1982; Elliot & Maier 2014.)

  • Cultural and contextual meaning: Colour meanings vary by culture and context (white = purity in some cultures, mourning in others). Marketers choose palettes that align with target demographics and context of use. (Hupka et al., 1997.)

  • Attention and visibility: Bright, high-contrast colours attract attention and improve recall—useful for packaging on crowded shelves or digital thumbnails. (Wright & Rainville, 1985.)

  • Perceived product attributes: Colour influences perceived taste, quality, and price. Darker or richer hues often signal premium or luxury; pastel or muted tones suggest softness or simplicity. (Labrecque & Milne, 2012.)

  • Brand identity and consistency: Repeated use of specific colours builds recognition and trust (colour as brand shorthand—e.g., Coca‑Cola red, Tiffany blue). Consistent palettes speed recognition and choice. (Schmitt & Simonson, 1997.)

  • Individual differences and trends: Personal preference, mood, and fashion trends modulate responses. Marketers test palettes (A/B testing, focus groups) to fit current tastes.

Practical takeaway: Effective product colour choice aligns emotional associations, cultural context, visibility needs, perceived product attributes, and consistent branding to influence attention, preference, and purchase.

Key references:

  • Elliot, A. J., & Maier, M. A. (2014). Color psychology: Effects of perceiving color on psychological functioning in humans. Annual Review of Psychology.
  • Labrecque, L. I., & Milne, G. R. (2012). To be or not to be different: Exploration of color in marketing. Marketing Letters.
  • Hupka, R. B., et al. (1997). The colors of anger, envy, fear, and jealousy: A cross-cultural study. Journal of Social Psychology.

Colours act as quick, nonverbal signals that shape how we feel about products and decide what to buy. They influence attention, emotion, and perceived value by tapping into cultural meanings, personal associations, and biological responses. Marketers use colour to attract attention, communicate brand personality, and prompt specific behaviors (e.g., excitement, calm, trust). Consistent colour use also builds brand recognition, making products easier to pick out in a crowded market.

Examples

  • Red: Conveys urgency, energy, and appetite. Often used for clearance tags, fast-food brands (McDonald’s accents, Coca‑Cola), and “buy now” buttons to drive impulse purchases. Research: red increases heart rate and arousal (e.g., Elliot & Maier, 2014).
  • Blue: Signals trust, reliability, and calm. Common for banks (Chase, Bank of America) and tech companies (Facebook, IBM), encouraging perceptions of security and professionalism.
  • Green: Associated with nature, health, and sustainability. Used for organic foods (Whole Foods signage), eco‑friendly products, and financial services that want to signal growth or money.
  • Black: Evokes luxury, sophistication, and exclusivity. Frequently used in high‑end packaging and premium electronics (Apple product imagery, Chanel beauty packaging).
  • Yellow/Orange: Bright, cheerful, attention-grabbing. Used for discount promotions (IKEA accents, Best Buy tags) and to convey friendliness or affordability.
  • Pastels: Soft, approachable, and trendy—often used for cosmetics, baby products, or lifestyle brands targeting younger or design‑conscious consumers (Glossier’s pinks, pastel packaging for boutique brands).

Why it works (brief):

  • Psychological association: Learned meanings (e.g., green = natural) and innate responses (e.g., attention to high contrast).
  • Brand signaling: Colour communicates personality quickly—luxury vs. value, playful vs. serious.
  • Differentiation and recognition: Distinctive colours help products stand out on shelves and increase recall.

References

  • Elliot, A. J., & Maier, M. A. (2014). Color psychology: Effects of perceiving color on psychological functioning in humans. Annual Review of Psychology.
  • Labrecque, L. I., & Milne, G. R. (2013). To be or not to be different: Exploration of color differentiation in the marketplace. Marketing Letters.
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