Color Marketing: New Marketing "Wind Direction"

Enterprise conduct

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The American marketing community has summed up the "7 second law", that is, consumers will decide whether they have the desire to buy goods within 7 seconds.

The first impression that goods leave to consumers may trigger consumers' interest in commodities, hoping to have a better understanding of products in terms of function, quality and other aspects.

If the enterprise's visual design is perfunctory, losing is not only a concern, but also a business opportunity.

In this short 7 seconds, the decisive factor of color is 67%, which is the "color marketing" in 1980s.

The theory of color marketing was first distilled and summarized by ColorMeBeautiful, a company founded by Carol Jackson in the United States in 1980s, in the practice of enterprise marketing. The essence of the theory is to promote product sales by using color marketing mix according to the needs of consumers' psychology. It divides hundreds of colors into four major color series according to the four seasons. Each series of colors form a harmonious collocation group. According to different people's skin color, hair color and other natural physiological characteristics, as well as personal appearance, shape and character, occupation and other appearance characteristics, we select the most reasonable color series, so as to maximize the beauty of CMB.

In the view of famous marketing expert Tan Xiaofang (www.tanxiaofang.com), color marketing is based on understanding and analyzing the psychology of consumers, doing what consumers want to do, positioning the merchandise properly, and then giving proper color to the product itself, product packaging, personnel clothing, environmental settings, shop decoration, shopping bags, etc., so that commodities can be highly emotional and become a bridge to communicate with consumers, so as to realize the unity of "people, colors, commodities", convey the idea of commodities to consumers, improve the efficiency of marketing, and reduce the cost of marketing.

To create a brand, it is better to find its own symbol block and stick to it.

Just like seeing red, I think of Coca-Cola; when I see blue, I think of Pepsi Cola.

The basic knowledge of these colors is reflected in the design of brand logo color, that is, different brand names have different color habits.

Different types of commodities also have different color characteristics.

The famous marketing expert, Mr. Tan Xiaofang (scheduled for color marketing training, please contact 13733187876), said that the quickest way to distinguish a brand is to use color -- but it is more critical to create a unique brand name. There are thousands of words for you to choose from, but there are only a few colors to choose from.

There are 5 basic colors (red, orange, yellow, green, blue) plus neutral neutral colors (black, white and grey).

Color has a sense of season and warmth.

In different seasons, especially in light season, the color of commodities is more flexible.

Summer is the product of selling season. Cold colors can be used. Winter is the product of selling season and can be used in warm colors.

Different people, because of gender, age, family, nationality, culture, cultivation, occupation, income, habits and other different, also have different color preference.

Generally speaking, children like red and yellow two colors (pure color). Children like red, blue, green and gold. Young people like red, green, blue, black and compound colors. In middle age, they like purple, tea, blue and green. Men love solid, strong and passionate colors, while women prefer soft, gentle and lyrical colors.

Because of the difference in light wavelength, red, orange and yellow light waves are longer, more vibrant and exciting, while blue and green are the opposite, blue is peaceful and tranquil, and green is close to blue.

In addition, different countries and nationalities have different preferences and taboos in color because of their different geographical environment, customs, religious beliefs and cultural and historical backgrounds.

For example, careful aviation enthusiasts have discovered that the appearance of Airbus aircraft has changed quietly, and the spraying color of red, blue and yellow tail will gradually withdraw from the stage of history, replacing the new spray color with blue, gray and white as the background.

The original rainbow pattern of Airbus has been used since the launch of A310.

Airbus is now the leader of the 100 civil aircraft market, and Airbus Company will be at a turning point as the A380 of double deck will be put into commercial operation in 2006.

The reason why Airbus has to change its color is to open up a new era of air pport industry, reflecting the company's current position and showing its ambition to meet the future.

Therefore, this new spray color is not only a witness to the successful history of Airbus, but also to ensure that Airbus continues to advance in the course of human exploration.

Tan Xiaofang, a famous marketing expert, believes that this spray painting can better reflect the modern significance of Airbus brand and better reflect the modern significance of Airbus brand.

It emphasizes that Airbus attaches importance to innovation and technology, attaches importance to the development of customer relationship and team building.

Cross lines with different background colors of blue, gray and white mean that people of different nationalities, cultures and skills are the cornerstones of Airbus's success.

It also fully embodies the corporate culture of Airbus based on people and giving full play to the creativity of employees.

On the basis of consolidating the core concept and success story, Airbus announced that it will continue to maintain its leading position in the air pport industry.

From the above case, we can see that the best choice for brand is to stick to one of the 5 basic colors, rather than the middle or mixed colors.

What you need to know is that the color you choose should be interlinked with the brand connotation. For example, Coca-Cola chooses red to represent vitality and happiness; if you are a successor, then your color block should choose the opposite color with the main competitors, such as: Pepsi chose blue.

In addition, there are three principles for Mr. Tan to give to the major brands:

1, it is best to use a single color system.

2, use large blocks of color, such as Coca-Cola's large red block.

3, keeping color consistency for a long time will help a brand and leave a deep impression on people's mind.

Color is an objective existence, but after entering people's vision, mixing people's thoughts and feelings and life experience, it becomes very humane.

That is to say, people have a sense of color.

The coloring of colors is the most basic psychological feeling for consumers. For example, people's feeling of red is hot and stimulating, and the feeling of green is cool and quiet.

Generally speaking, the warm color system gives people a warm and happy feeling, and the cool color system gives people a cool and calm feeling.

If the two colors are placed side by side, the feeling is that the warm color expands outward and moves forward, while the cool color shrinks and recede.

Understanding these rules is very useful for the use of brand logo.

When consumers see a certain color, they think of other things. This is color association.

Color associations generally have two positive and negative meanings. For example, the positive associations of white are: pure, pure, clean, bright and chaste. Negative associations are sadness, surrender, terror and weakness. The positive associations of red are sun, flame, blood, joy, joy, love and enthusiasm. Negative associations are danger, jealousy, uneasiness and blood; the positive associations of blue are sky, ocean, tranquility, depth, hope, wisdom and pursuit. Negative associations are lonely, sad, melancholy and so on.

"Color theory" has brought all-around and super effect to everyone, every enterprise and even successful brand in the world.

Many businessmen seize business opportunities and apply color theory to product marketing.

Foreign countries began to implement "color marketing strategy" since the 80s of last century, and have been widely adopted.

In recent years, Chinese enterprises are paying more and more attention to the role of color in product marketing.

For example, the case of mango net gave our domestic entrepreneurs a lot of inspiration - mango net boldly adopted bright orange and tender green, and combined with mango as the main image to combine it into a vivid and easy to remember image feature, with good intentions in brand identification, and with a wide range of media communication and public relations activities, in the theater, shopping malls and other places to recruit members, and other publicity.

Although mango network is a new tourism business platform project developed by the Hong Kong China travel service, the brand positioning is not in the name of "Hong Kong China Travel Online". The emergence of mango net is to integrate tourism resources and build an authoritative online tourism platform.

The name of mango net, like apple computer, has a distinct personality.

It is not only the creation of brand, but also the cultivation of brand loyalty.

The bifurcation point between Ctrip and Erlong is that the mango network is gradually creating a "LifeStyle", which brings consumers a different life style.

The mango net brand, which has a distinctive color, locks people who like tourism, active, sunshine and fashion. With the brand concept of LifeStyle, it advocates people's continuous improvement with living standards and the continuous pursuit of tourism quality. These strategic steps have raised the stomachs of consumers, raised the threshold of competition, marked the profits of individual tourism, and most importantly, standing at the forefront of fashion experience is the success of the next stage of brand and even the way to survive.

Miss Tan Xiaofang believes that creating brands must be differentiated. The case of the color difference of mango net gives us a clear explanation of domestic enterprises.

In short, finding a color symbol for a brand is not a trivial matter. It can even be said that color will soon become a unique tool for marketing and an important magic weapon for brand competition.

Mr. Tan believes that entrepreneurs should understand that all consumers are "lewd", so the first lesson of marketers is "color marketing" - because vision is the starting point of marketing - lust and innocence, and marketing is rational.

Color marketing is definitely knowledge.