Recent scientific research of the impacts on colors in marketing activities reveals that 60 to 90 percent of the consumer’s decision about a product is based on colors. When it comes to communicating a brand’s function and a package’s appeal, color is one of the most significant variables. Bear in mind that the psychological reaction to a color, and associated logo or brand, ultimately depends on the consumer’s personal experiences and preferences.
Color Psychology Matters in Marketing
A consumer’s purchasing intent is impacted by colors because the aesthetics influence the perception of the brand. That is, the colors define how consumers interpret the company’s logo, brand and personality. It is no secret that certain brain functions, such as cognitive heuristics, biologically condition the individual to focus on familiar and safe things. When creating a brand identity, color is the best way for a small- to medium-sized business to differentiate themselves from competition. Brands and logos that present a dominate trait, such as sincerity, excitement, competence, sophistication and ruggedness, can create a bond with the customer and continue to grow a customer relationship with them. Continue reading
Owning a small business is one of the most fulfilling choices you can make in your life. But what can you do if your business isn’t living up to your expectations? The following five brands can be inspirational if you find your own business needs a re-brand or revival. You may not be as big as these giants (yet!), but there’s still a lot you can learn from them.
Arguably one of the greatest comebacks of all time, and a leader in innovative technology, Apple came back from the dead in the late-90’s with the introduction of the iMac and the iPod.
The Lesson – You can’t copy innovation, but you can always look to the past to see where you went off track. Bring back or improve a popular product, or eat your humble pie and hire back the people you may have lost.
In 2008, Domino’s was at the bottom of consumer surveys and it’s stock had fallen from $21 to $3. They bounced back by introducing a new recipe and an interesting self-effacing ad campaign.
The Lesson – Change is good, so make changes, and acknowledge them. Everyone loves a makeover. Also, don’t ignore feedback – face it head on.