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Ridgeland High School Honors Academy- Creative Inquiry: The

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Tyler Broome

on 21 March 2015

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Transcript of Ridgeland High School Honors Academy- Creative Inquiry: The

Ridgeland High School Honors Academy- Creative Inquiry:
The Psychology Of Color In Marketing

Hypothesis
The research we conducted previously (the background) will be correct, in terms of weather or not color will affect consumer buying decisions and/or impact their emotions.
Our Results
In the end we surveyed 201 people. Our 23 question survey had two types of questions: "Which of the following do you find more appealing?" and " Which of the following do you associate with (insert emotion here)?"
What is Creative Inquiry?
The John S. Kendall Center For Learning defines Creative Inquiry as: "Asking a question that has not been asked before, attempting to fill a gap in knowledge, or to create new knowledge, information, art, or expression, a process or product that requires the student to add ideas or imagination of their own, a project that is shaped by choices the student made independently, critical reflection."
Background
The basic idea is that colors affect your emotions. The psychology of color in marketing is a major aspect to the production of successful ads that the consumer finds appealing. The impact color has on the first impression of a product is remarkable, whether it be any emotion created.
Why Did We Choose This Project?
We chose this project because we both enjoy learning about psychology and business/marketing.
Materials and Methods
We first created a 23 question long survey on Rational Survey.com. We then created a website on Weebly.com with a link that allowed easier access to our survey. To distribute our survey we asked four teachers to have their classes take it.
Yellow
Yellow, the overall happiest color, is used on items such as pencils to promote happiness. Yellow also promotes joy, energy, perkiness and intellect.
Red
Blue
Green
Orange
Purple
Brown
Black
White
Gray
Red is the color of energy. Red can be used to draw attention to almost anything. The color red is also associated with movement and excitement.
Blue, induces a reaction in the body in which chemicals are released that calm the body down. Recently, blue has become a color associated with steadiness, dependability, wisdom, and loyalty.
Green is the color of peace, harmony, and well-paced energy.
BP
Orange signifies creativity, success, excitement, and encouragement.
Purple is the color that signifies wealth and prosperity. It also is associated with mystery, wisdom, and respect.
Brown is associated with things being natural or organic, and is associated with reliability, stability, and friendship. Brown represents stability and the earth.
Black is the color of authority and power. It can also be considered the color associated with intelligence. Black is a color that is serious and can induce strong emotion. In the western hemisphere black is associated with grieving. Due to this overwhelming feeling most companies do not have a black- themed logo.
White, in most cultures, is the color of purity and cleanliness. White can also be associated with creativity. White, in today’s society, could be seen as a boring color, therefore it is not used in many business ads or products.
The color gray can be associated with elegance, high quality and sophistication. Companies usually use gray if they want their product and business to symbolize high class or luxury.
# answered: 113
55.12%
# answered: 92
44.88%
Black/ Gray
# answered: 81
39.71%
# answered: 123
60.29%
Dark/Light Blue
White/ Beige
# answered: 104
# answered: 99
51.23%
48.77
Dark/Light Red
# answered: 149
73.40%
# answered: 54
26.60%
Dark/Light Brown
# answered: 108
52.20%
# answered: 95
46.80%
Light/ Dark Purple
# answered: 93
45.81%
# answered: 110
54.19%
Light/ Dark Green
# answered: 132
65.3%
# answered: 70
34.65%
Light/ Dark Yellow
# answered: 148
73.63%
# answered: 53
26.37%
Dark/ Light Orange
# answered:141
70.15%
# answered: 60
29.85%
Happiness
Majority: Bright Yellow ( 34.18%)
Background: Yellow
Correct?: Yes
Sadness
Majority: Black ( 46.94%)
Background: Black or abundant blue

Correct?: Yes
Hunger
Majority: Light Red (20.92%)
Background: Light Red
Correct?: Yes
Trust
Majority: Dark Blue (37.24%)
Background: Blue
Correct?: Yes
Energy
Majority: Light Green (29.08%)
Background: Red
Correct?: No
Explanation: In the research we previously conducted red was the number- one choice for people when asked what color they asociated with energy.
Peace and Contentment
Majority: Light Blue ( 29.59%)
Background: Blue
Correct?: Yes
Growth
Majority: Green (41.33%)
Background:
Green
Correct?: Yes
Power
Majority: Light Red (39.29%)
Background: Black
Correct?: NO

Explanation: In our research previously aquired it is said that the color black is associated with power. Hence the vehicles of executives ( CEO's, The President, etc)
Purity and Cleanliness
Majority: White (78.06)
Background: White
Correct?: Yes
Elegance
Majority: Dark Purple (17.35%)
Background: Gray
Correct: NO
Explanation: In our previous research it was determiend that gray is associated with elegance in most instances. For example Apple.
Nature
Majority: Dark Green (63.27%)
Background: Brown
Correct: NO
Explanation: In our previous research we concluded that brown is, most of the time, associated with nature/ being natural. For example Hershey's Candy Company.
Info Questions
*These questions were used to specify, if needed the genders and ages of the volunteers.*
Gender
Male:88
Females: 113
Age
The majority of the population surveyed were teens ages 15-17
Professions
126 Students and 45 teachers took the survey, plus many other occupations.
Conclusion and Discussion
At the end of our project it was determined that most of the research done by institutions is, in fact, correct. This project has shown us that in order to create an ad that is appealing to the consumer, the marketer or creator of the ad or business must have vast psychological experience, and creativeness.
Challenges
The main challenge we faced was the production of our survey. Creating a survey that is completely un-biased and correct is rather difficult. It requires quite a lot of education and resources to do so.
It was concluded from our previous questions that, in general, people chose the lighter or brighter color. This is correct in terms of our research we previously conducted.
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