Power of Colours

Power of Colors Presented by – Ashish Kumar | Astha Seth | Dhwani Mistry |Jyoti Gupta| Kartik Gupta | Yash Shah

Contents Colour – Its meaning How colours affect?

POWER OF COLORS IN: A.

Food

B.

Design

C.

Marketing

D.

Across Cultures

COLOR MATTERS • Color affects you physically.

• Color impacts marketing.

• Color increases brand recognition.

• Color boosts memory.

• Color engages participation.

• Color attracts attention.

COLOR • This is one of the most important elements, which brings life, beauty (aesthetics), mood, emotion and character to the design.

What is color? • It is a sensation, which causes stimulation of the eye. Colour can make a room appear bright or sober, exciting or dull, spacious or crowded, warm or cool.

SOURCES OF COLOR • Optical instrument called as Spectroscope.

• At one end of the spectrum is violet and at the other end it is red. The whole band is called as VIBGYOR ie Violet, indigo, blue, green, yellow, orange and red

How Color Affects the Totality of our Being • Colors are the various wavelengths of visible light ranging from 760nm (nanometers or one millionth of a millimeter) of red to the 38nm of violet. Colors are perceived by the eyes and absorbed by the body through the skin and the optic nerves. • The light that penetrates the brain at various wavelengths triggers a complex biochemical transfer within the body, through the endocrine system.

People who are subjected to prolonged periods of darkness, during which their body cannot absorb any light/color, suffer from vitamin deficiencies, hormonal disorders, disorders of the normal body cycles -particularly sleep and metabolic functions and depression. The balance of light/color is crucial to our well-being.

The Pink Jail Phenomenon

we eat with our eyes.

“This makes colour critical in most every aspect of successful restaurant designs."

— Jackie Lohrey

Power of Colors in Food Industry: • Red and yellow are the chief food colors, evoking the taste buds and stimulating the appetite. • Both red and yellow are also effective at grabbing attention.

Red & Yellow

• Red is known to stimulate and excite and relates closely to passion and energy.

• Red is the most common and effective color used in the food industry.

• When you think food and the color red you may associate it with tender meat, a juicy strawberry or even a sweet candy.

• It has been tested that red table cloths will actually make a person eat more.

• Orange is also classified as energizing, bold, optimistic and fun and also relate your mind to something pulpy and juicy/fruity.

• Orange typically stimulates all senses which of course has a lot to do with the experience of a restaurant.

• If surrounded by the color customers will eat, talk and spend longer time periods resulting in spending more money — since orange is associated with good value • It also increases appetite and makes you feel more hungry.

• Yellow often portrays happiness and can be an uplifting colour.

• Although subtle tones like beige is more-so common in food as it relates more to the natural side of the yellow spectrum.

• Beige is found in natural foods, which gives off a earthy feel or even the morning sun • benefit fast food restaurants who want fast customer turnaround.

• Green is commonly used in food because it is associated with being healthy, vegetarian, fresh and generally speaking: good taste.

• Starbucks, one of the largest coffee chains in the world has established it’s logo using primarily green.

• Whole foods and Green Giant are two other great examples — they want to be seen as fresh and healthy.

• Even a lot of organic food brands use primarily green.

• Brown is associated with coffee shops,Tea, pastries and chocolate.

• Brown can also be used for organic presence, natural farming and can stimulate appetite.

• Most of the time, organic food brands use brown along side green to associate fresh and natural.

• Brands that are highly recognized using brown include: Godiva, Hershey’s, second cup coffee,etc

• Purple is not very common in food brands or restaurants, but can pop up in foods like berries, wine, fruits and legumes.

• we can’t forget our good ol’ Dairy Milk by Cadbury.

• FACT: They even trademarked the colour to be synonymous with their brand.

• Yup, they literally own Pantone 2685C.

Red • Red evokes passion and visceral response. It is a colour that increases your heart rate , makes you breath more heavily and activates pituitary gland.

• Aggression • Energy • Proactiveness • Passion • Power

Build in Amsterdam’s website uses a vibrant red accent color that draws attention to the middle of the page immediately

The bright red of the illustration on the homepage of Nacache Design’s site gives the page a ton of energy and vibrancy.

The muted red on the Startup Lab website is energetic without being aggressive.

Orange • Orange combines the brightness and cheer of yellow with the energy of yellow and the boldness of red to make a colour that is full of life and excitement.

• Vitality • Fun • Playfulness • Exuberance • Youth fulness

Robin De Niro also uses a very light peach background with two shades of orange for the typography, in a much more understated design

Milk Street’s subtle use of orange as an accent colour shows it can be used in more elegant and conservative designs.

Bitter Renter’s bright and bold home page takes full advantage of the energy that orange can provide to a design.

Yellow • Yellow communicates hope and optimism.

Yellow stimulates creativity and energy, and its brightness is particularly useful to see from a distance.

• Positivity • Light • Creativity • motivation

Toyfight uses a bright goldenrod background, but otherwise keeps their design simple and straightforward

Susa Ventures uses a goldenrod hue as an accent colour in their typography to great effect.

Milano Contract District’s website is simple and minimalist, with all of the impact of the design coming from the bright yellow background.

Blue • Blue is arguably the most popular colour. Blue is thought to put people at ease as it relates to the sky and ocean.

• Trustworthiness • Dependability • Security • Integrity • calmness

Citibank. Barclay’s. All banks use blue for one of their dominant branding colors. It is more than a coincidence that these money-related companies all chose blue for their brand identity.

Versett uses a bright blue as the primary color on their website, along with a number of other bright hues to differentiate different sections.

Deep Mind’s website uses various shades of blue for its background, giving it a trustworthy, authoritative feel.

Green • Green is synonymous with calm, freshness and health. With great variance in shades, deeper greens are associated with affluence, lighter shades with security.

• Wealth • Health • Serenity • Prestige • abundance

Studio Farquhar’s lime green accents are punchy and modern, and stand out in their minimalist layout

HelloMind’s bright green background is youthful and gives a sense of growth (in line with their product for improving your brain function).

Anna Rosa Krau’s website has a soft sage green background, which works almost as a neutral for this portfolio.

Black • Black is classic,sophisticated and simple.

• Prestige • Value • Timlessness • Formality

Many of the images on Timothy Saccenti’s portfolio are dominated by black, which is also the colour of the transparent menu, giving the entire site an edgy, modern feel

Minimal design with black used as an accent colour gives Heco’s site a super modern feeling.

The black hue used here along with the animation gives it an edgy, almost creepy feel.

POWER OF COLOR IN MARKETING Using the right colors in marketing and branding can impress your customers right from the start.

With the overwhelmed market of products and services, you need something to make your brand stand out.

Color Emotion Guide

How color affects customers??

• Color influences 85% of shoppers’ purchase decisions.

• Colors increase brand awareness by 80%.

• Colors affect people’s behavior, mood, and stress levels.

• 93% of shoppers focus on visual appearance alone when they consider a purchase.

• Users form an opinion about a product within 90 seconds. People base that assessment mostly on its color.

• Colors alone are responsible for 60% of users acceptance or rejection of a product.

• People read ads in color 42% more compared to the same ads in black and white.

• The logo color is the first thing a customer will notice when they see a brand.

Color psychology in marketing • Color psychology stats show 26% of people associate the orange color with cheap products.

• More than one in five (22%) correlate yellow with affordability.

•

According to 13% of consumers, brown is the color that best fits cheap products.

• 42% of customers associate black items with high-quality products. The blue color holds second place with 19%.

• Color psychology stats show 29% of the world’s most recognizable companies use red as their primary color.

• More than a quarter (28%) of the most famous brands use black and gray as their branding colors.

• 13% of the top 100 brands use yellow and gold to promote their brand’s psychology and values.

• 95% of the world’s most famous companies use only one or two colors for their logos.

Only 5% have more than two colors.

Color and buyer connection • red, royal blue, black and orange connecting easily with impulse buyers.

• bargain hunters, the colors of choice are teal and navy blue.

• Some of these less obvious color associations make a lot of sense, like pink, sky blue and other soft colors connecting with traditionally minded clothing shoppers.

• brown’s not a great choice for produce packaging because it makes us think of overripe, rotting fruits and veggies.

• Consider colors that are bad fits for certain products or types of services, like a bright yellow and orange logo for a bank or a brown or gray box for feminine hygiene products. These colors feel wrong to us because they don’t match our expectations.

COLOR ACROSS CULTURES • Colors are tinged with religious and political symbolism, which is different throughout different regions in the world.

• A color palette that is considered acceptable in one region might be taboo in another region of the world.

• 90 per cent of snap judgments are based on Color

Using Color to Express Cultural Sensitivity in Branding • One example of a company effectively utilizing color across its global websites is McDonald’s, whose sites are customized to reflect the color preferences of each country.

Mcdonalds Sweden Website

Mcdonalds India Website

• Euro Disney, featured the color purple in signage, souvenirs, and marketing materials. Market research later revealed that purple was perceived differently in Europe than the United States. • In Catholic Europe, the color symbolized death and the crucifixion. • Due to the negative connotations, Disney redesigned its European campaign, significantly reducing the usage of purple in printed materials and throughout the park.

Older Deisgn

New Design

References • https://medium.com/@ashley_howell/understanding-colour-psychology-for-restaurants-brandsdbb7ffbcecae • https://jenndavid.com/colors-that-influence-food-salesinfographic/#:~:text=Red%20and%20yellow%20are%20the,reason%E2%80%94because%20it%20is%20effect ive.

• https://awgsalesservices.com/2016/04/21/color-psychology-in-food-marketing/ • https://palermocafe.com/colors-make-hungry/ • https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-colour/ • https://www.eriksen.com/marketing/color_culture/ • https://brandongaille.com/what-colors-mean-different-cultures/

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