Using Color To Market A Product?
Scientific Reasons Why It Is Essential!
Drs. Max Lüscher, Robert Gerard, and S.V. Krakov (a Russian scientist) have all studied the relationship between color and its effect on the autonomic nervous system. All have found strong correlations in this area. Other researchers have studied the effect of color (visible energy) being received by optic nerves and the endocrine system.
Optic nerves receiving color stimulate the hypothalamus, pituitary, and pineal glands which then send hormonal messages through the body causing physical reactions to color. Therefore, color, has a direct effect on a person’s perceptions and emotions. Color is a critical component when designing and marketing a product!
Color is the visible portion of the electromagnetic spectrum. The electromagnetic spectrum is measured in wavelengths by nanometers. Color or visible light, ranges between 400 nm – 700 nm on the electromagnetic spectrum. X-rays and ultraviolet rays have shorter wavelengths than 400 nm. Microwaves and radio waves have wavelengths that are longer than 700 nanometers. Therefore, color is visible energy on the electromagnetic spectrum.
Positive Associations with Color
- Reds: Love, warmth, excitement, passion, food.
- Blues: Power, professionalism, trustworthiness, calmness.
- Greens: Nature, life, money.
- Oranges: Affordability, creativity, fun, youth.
- Violets: Royalty, luxurious, fantasy, dreams.
- Yellows: Happiness.
Functional Uses of Color in Products
Apart from creating emotional reactions, color is highly functional in the identification of a product. Color can:
- Identify a product or brand.
- Indicate it is not water.
- Distinguish one product from another in a series.
- Suggest the strength of a product.
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