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Color and Decision-Making
By: Dwayne W. Waite Jr.
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Can red really make us hungry or evoke passion? Does pink really calm people down? When you think green, do you think about being grounded, or about the Earth? 

All of these questions are regularly entertained by product developers, brand managers, and marketers. Humans are visual creatures, so naturally what products look like demand more than the usual attention. It is very interesting to look through all the different studies about how color affects which type of products and brands people choose; the fact that marketers can influence people based on color is fascinating.

This type of color categorization has recently been in the news. Toy stores and toy makers try to make toys in "gender-neutral" colors, meaning that toys for girls aren't pink, nor are boy toys blue. 

But why is pink girly, and blue manly? It all deals with the value and perception of the color.

Below is a well-done presentation about color and how businesses and consumers think about it. One element that piqued our attention is that 29% of the brands studied use the color red, but on the consumer side, only 8% of consumers said that red was their favorite color. Then the presentation brings out that over 80% of people choose a product based on its color. Put all this information together, and you have to wonder — if the brands that use red for boldness and power and passion changed their color to something more welcoming, like blue, could it potentially increase its revenue? Would the change in brand identity be worth it? This is a question we are sure has been asked before.

Take a gander through the presentation, and let us know what you think.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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