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Colour Communication in Marketing

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by

Chun Kit

on 19 November 2014

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Transcript of Colour Communication in Marketing

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OUTLINE
Colour affect buyer behaviour
Colour communication in creating brand awareness
Colour targeting different market
Colour communicate different meaning across culture
The effectiveness of colour communication in marketing
Colour affect buyers behaviours?
Colour created a powerful psychological impact on buyer’s behavioural reactions. It can affect the moods, feelings and decisions among the potential customersand this is what we called the colour psychology
Colour psychology teaches us how to understand the effects of colour on the personality and then how to use it to enhance communications
Colour Emotion
passionate,excitement response
sense of urgency
increase your heart rate and blood pressure
creativity , energy
catch the customer’s eyes easily
health, tranquility, freshness, power, and nature
luxury, elegance
strength,
power, stability
Colour
Marketing
Colour
Targeting in
Different market

Men’s Favorite Colors

Women’s Favorite Colors

Age
Is this the reason of iphone 5c doesn’t have ORANGE colour?

Luck
 Represent success
 Colour of wisdom , enlightenment


 Royalty - western world
 Mourning - Brazil,Thailand


Effectiveness of colour communication in marketing
 Colour of night
 Mourning - western world,India
 Powerful and foreboding - Japan

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Colour

Communication

in
marketing

Reference
Gender
Class Difference
Cousins, C. (2012). Branding, Design, Marketing: Color And Cultural Design Considerations. Retrieved November 14, 2014, from
http://www.webdesignerdepot.com/2012/06/color-and-cultural-design-considerations/

Fromowitz, M. (2013). Cultural blunders:Brands gone wrong. Retrieved November 15, 2014, from
http://www.campaignasia.com/BlogEntry/359532,Cultural+blunders+Brands+gone+wrong.aspx


Gill, C. (2010). Cross-Cultural Meaning of colour in Brand Design. Retrieved November 14, 2014,
from http://www.trulydeeply.com.au/madly/2010/04/28/cross-cultural-meanings-of-colour-in-brand-design/


Haller, K. (2012). Branding : The Significance of Colour in Culture,Growing your business, Marketing. Retrieved November 14,2014, from
http://www.womenunlimitedworldwide.com/branding-the-significance-of-colour-in-culture/


Haller, K.(2012). Colour & design consultancy. Retrieved November 15, 2014, from
http://karenhaller.co.uk/blog/business-branding-colour-%E2%80%A6-meaning-of-blue/


Hallock, J.(2006). The Colour Assignment. Retrieved November 15, 2014, from
http://www.joehallock.com/edu/COM498/index.html

Klepic, J. (2014). Using colour as an online cultural marketing strategy. Retrieved November 17, 2014, from https://www.linkedin.com/today/post/article/20140806134018-34811626-using-color-as-an-online-cultural-marketing-strategy


McGreal, C. (2006). McDonald's changes its brand to suit kosher appetites The Guardian. Retrieved November 14, 2014, from http://www.theguardian.com/world/2006/mar/13/israel.foodanddrink


Morton, J. (2012). Color Design and Psychology for Branding. Retrieved November 15, 2014, from
http://www.colormatters.com/color-and-marketing/color-and-branding

Swallow, D. (2010). Meaning Of Colours Across Cultures, In : Cross-Cultural Communication, Cross-Cultural Differences, General, Other Interesting Stuff. Retrieved November 14, 2014, from http://www.deborahswallow.com/2010/02/20/meaning-of-colours-across-cultures/
Tierney, L. (2014). How does colour affect buyer behaviour. Retrieved November 15, 2014, from
http://www.gaumina.ie/colour-affect-buyer-behaviour/

Widrich, L. (2013). How to improve your marketing with better use of colors. Retrieved November 15, 2014, from
http:// ww.fastcompany.com/3009317/why-is-facebook-blue-the-science-behind-colors-in-marketing


Widrich, L. (2013). Why is Facebook is blue? The science behind colour in marketing. Retrieved November 16, 2014, from http://www.fastcompany.com/3009317/why-is-facebook-blue-the-science-behind-colors-in-marketing
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