Color Marketing (color marketing) Color Marketing, is to understand and analyze the basis on consumer psychology, do consumers want to give proper positioning of goods and to the product itself, packaging, personnel clothing, environment _set_tings, the store has been decorated with the shopping bags appropriate color, high emotional commodity became a bridge of communication with consumers, and "people - color - commodity" unity, will convey the ideas of goods to consumers, improve marketing efficiency and reduce marketing costs. U.S. marketing industry concludes that "seven seconds rule" that consumers will decide within 7 seconds if there is willingness to purchase goods. The first impression left to the consumer goods could lead to consumer interest in the product, in the hope other features, quality and other commodities have a better understanding. If the business of visual design perfunctory commodities, lost more than just a concern, it will lose a business opportunity. And in this short span of seven seconds in the colors of the determinants of 67%, which is the 1980s, a "color marketing." "Color Theory" as everyone in the world, every business, even successful brand, bringing a full range of superior results. Many businesses seize opportunities, use of color theory, product marketing, successful numerous. Abroad from the 1980s began to implement the "color marketing strategy", and is now widely used. If Apple Color cabinet America, Nokia mobile phone "color Tornado" selling point, green crocodile logo t-shirt, golden Kodak film packaging has become a brand symbol, unforgettable. In recent years, Chinese enterprises are also increasing emphasis on the role of color in product marketing.
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The rise and development of the theory of color marketing
Color marketing theory was first in the 1980s by the United States, Ms. Carroll Jackson, founder of color me beautiful (referred cmb) summed up the company in the refining and marketing business practice, the essence of the theory is based on consumer psychology of color needs, use of color marketing mix to promote product sales, it is the hundreds of colors according to the four seasons are divided into four color series, each series of color to create a harmonious mix of groups, depending on the person's skin color, hair color and other natural physiological characteristics and personal appearance, body and personality, occupation and other physical features to _select_ the most reasonable color range, thus maximizing the discovery of America. There is a theory abroad called "seven seconds of color." It said: a person of a commodity or even understanding of things, you can order within seven seconds left in the shape of people of color impression. Because according to a study shows that foreign-related institutions: Consumers can instantly into view and impression of the product, the time is 0.67 seconds, the first impression the decision to purchase 60% of the process, which caused 60% of the color, Because of its special relationship with color, color marketing theory out_set_ by beauty salons, cosmetics, clothing and other industry attention, and make use of the company's marketing activities. For example, Procter & Gamble's "sk-‖" advanced cosmetic and "Olay" cosmetics market promotion had to be special guidance color experts, and based on the color Unilever Marketing Basics proposed "Sunsilk" the most reasonable place containers put way to boost sales, the famous French fashion brand tiripeak "Cui Beike" humanized product design, fashion, personalized, romanticized officially announced in 2005 to enter the Chinese women's market, the company will use reasonable color marketing to Cui Beike business sales, store decoration, store layout which formed its own unique style. Eaton in the "color art" that: "Continuous comparison with simultaneous contrast illustrates the human eye only when the complementary relationship building, will meet or are in balance." "Afterimage phenomenon of visual effects and simultaneity, both showed A noteworthy fact of the physiological, i.e., the vision needs of the complementary color corresponding to the color balance for any particular, if there is no such a complementary color vision will automatically produce this complementary color. "" rule is the complementary color basic layout of color harmony, because compliance with this rule will establish a precise balance in the visual. "Eaton's" complementary color balance theory "reveals a basic law of color constituted a very important guiding significance for color art practice. If the ambiguity and lack of color unduly angry, then choose a complementary color matching method is very effective, whether it is a stage environment contrast color rendering of the characters and the atmosphere, or commercial advertising and display, etc., clever use of complementary colors constitutes an important means to improve the artistic appeal. To the 20th century, "color application" and "color marketing" theory has been to Europe and many other countries around the world to the extensive use of corporate marketing activities among enterprises, and defeat in the fierce market competition, the competitive advantage of a one Small strategy. In the United States, "Apple" computer after launch color computer, you catch up with the "ibm". In Italy, clothing color accountant who put harmonious beauty of nature perfectly integrated into the garment, causing the people to the natural beauty of harmony yearning and reflection. In China, cmb color consultant only Chinese company has repeatedly spread "seasonal color theory" and "Western Man Color Studio" Ms. West to China in the first spread to Beijing from May 1998. In recent years, the West spread and her company is mainly in the personal color image, urban color planning, commercial color marketing has done a lot of work. Many multinational companies such as Shiseido, Microsoft, Procter & Gamble, ibm, Ericsson, Cisco, Givenchy, Versace, Canon and domestic enterprises such as Lenovo and so did invite her business consulting. Under her influence and spread of color marketing theory to domestic cars, computers, cell phones, furniture, real estate, household appliances and other industries in corporate marketing activities begin exploratory use. Now color in the increasingly wide range of marketing, she broke the original individual diagnosis, while the broader aspects of the product applied to the window design, product display design, product and packaging design, corporate brand image, advertising, urban color planning. In short, with the development and dissemination of marketing theory of color, color strategy in corporate marketing activities in the use of more and more frequently, and will gradually become an important means of enterprises in the fierce competition in the market to gain a competitive advantage.
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〖〗 Social value color culture
With the gradual liberalization of the media industry and the continuous extension of international contacts, globalization is a foregone conclusion, the economic gap between countries economic and cultural gradually narrowing, the gradual unification of cultural differences. The industry in the development and broaden the scope of business to do, when taking into account more and more "people-oriented" factor, focus on strengthening the service concept. Color industry is based on the person's psychological needs arising from its very broad scope of services and the color industry trends abroad is constantly penetrate traditional industries, refinement, fashion services, accurate positioning of various industries. Many domestic enterprises have recognized the importance of color to color as a selling point has a huge market space for development, but not yet formally launch a large-scale color marketing. Application of color from the color of the product design and development, to product design and packaging, product display color display layout, color contrast, such as the atmosphere of the production environment, the color visual design tentacles nothing less. Based on this, China Fashion Color Association has already established color design center to color, based on the popular colors do research community, taking into account the effects of various environmental factors, such as coordination with the community, the color of a comprehensive design and matching; Moreover, viewed from a global perspective, the collection of dynamic and changes color culture, and strive color and buildings, with people, with the greatest degree of harmony of nature, mode of operation from international brands to help companies highlight the brand culture. Color development, tremendous market value, color consulting industry has brought the birth of a huge market space for development. Color color management to pioneer role in the color industry with its unique vision of sustainable development of color found enormous opportunities and potential, and its unique philosophy influenced the color trends of the industry, so that the color industry continues to show a new face . Color Marketing not only plays in the corporate marketing mix strategy important role in creating a huge market value for the business, and get a good development in non-profit organizations, such as nonprofit government's urban planning and design of advertising, urban beauty, social groups and so on.
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〖〗 Corporate image color strategy
Corporate image planning, also known as ci planning, corporate philosophy mi, behavioral activity and visual communication design specifications bi vi Trinity complex, is the overall business strategy, which includes corporate logo visual identification system, standard colors, special fonts, and so on. Sometimes a color can represent a company's image, such as the green "crocodile" golden "Kodak" colored "Apple Computer", red and yellow, "McDonald's", companies have chosen the "standard color" purpose is to unique display of corporate image, brand, cultivate a loyal customer base, so companies in the choice of "standard color" first target should be based on the customer's color preference, such as Coca-Cola, because the target customers are mainly focusing on the younger consumer groups, and thus represent an active The bright red and white has become the enterprise standard color. Li Ning sporting goods company, is mainly targeted young consumers, consumer groups who love sports, so with the use of standard color red, representing the active, excited. Secondly, in conjunction with their own cultural identity, to create a unique corporate culture and characteristics of long-term development between enterprises, between enterprises in the nature of the product, style and position in the industry enterprise management system, the company's goals, leaders and other aspects of diversity, organizational culture thus formed would have their own characteristics, so "standard color" of choice for enterprises and businesses to match the unique culture.
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〖Product and packaging design Color Marketing〗
Color matching functions to the product itself, range, color-loving target audience fit. Thus the color of the product packaging science can have a huge sales force, as appropriate color packaging can enhance consumer recognition of good beauty products, and even a strong consumer demand, proved, cosmetics appropriate for use beige, malachite green, sea blue, white, pink and other pastel color packaging to produce richly elegant, high-quality aesthetic effect; foods in general should adopt the red, yellow, orange packaging to show its color, flavor and beauty, precision machining; pharmaceutical representatives are advised to adopt a clean, Health and reliable efficacy white packaging. Procter & Gamble launched in the Chinese market, Rejoice, Pantene, Head & Shoulders shampoo three packaging on the use of the appropriate color; grass green "Rejoice" and the youth beat; apricot yellow "Pantene" bring people nutrient-rich vision, to show its "healthy and glossy hair" personality; sea-blue "Head & Shoulders" is like a gust of wind, brushed dandruff, relive fresh and cool feeling, this appropriate color packaging, not only highlights the product personality, but also greatly enhance the ability to sell products in 96 markets nationwide survey shampoo, shampoo encompasses three "ideal brand", "actual purchase brand" top three.
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Color Marketing〗 〖ad
According to incomplete statistics, the average consumer advertising in daily contact with the at least one hundred more, and eventually be able to be remembered and generate consumer purchasing decisions is minimal, color study abroad pundits Farber · Bilan was brilliantly pointed out: often do not use that much color, but the key is whether the use of color was appropriate, according to the color on both the demand and preferences of the target market characteristics, but also combines characteristics of corporate culture, so choose the color when the product in the ad as well as coordination with the environment, the formation of a unique business advertising effects. For example, green for the tone of "Chunlan" air advertising to get people to focus its environmental features; while red screen based "Cola" advertising will cater to the Chinese traditional culture, needs and preferences of festive color .
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Color Marketing〗 〖government
The ultimate goal of marketing is through the exchange, so that the target market consumers demand items. Urban planning urban development plans. In recent years all capital cities across the country launched a city of beauty, Nanchang City in the early 21st century, put forward the goal to build a beautiful garden city, which is the economic development has brought people's quality of life, living environment, human environment quality requirements, and thus, urban planning and beauty naturally produced. City marketing is not only dependent on the color of great assistance of various government departments, city planning departments to improve technology, but also rely on the city to build the business and the people. For example: city building designers on the use of color in architecture, so the image on the outside in, to achieve harmony and beauty. Government, through public service building with city architect, so that public service buildings and commercial buildings to achieve a harmonious beauty, so on the whole, the layout, giving a pleasant, warm feeling of beauty. In terms of road planning, housing construction, public facilities, public buildings, urban ancillary facilities, what constitutes a pleasing beauties, this is the job duties urban designers. Thus, the role of government in one of the city's color marketing is founded Urban Planning Bureau, planning of urban construction, on the other hand the Government to strengthen the color publicity, and greatly enhance the appreciation of people of color. Appreciation of people of color, consumers. Therefore, the only person to appreciate the color will have its life and vitality, color marketing have its market base.
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Color Marketing Steps
First, the consumer market survey Production on the market need, we can make the business profitable, so the first step, of course, is to understand what consumers want products. To proper use of color, it is necessary to know for certain products, consumers need the product itself or the product provider to create colors to convey to them what kind of information, emotional purchase will meet their expectations. For example, if the production is a high-tech product that consumers are definitely blue, green and so cool and low brightness, contrast, color difference, because they can not be a strong visual impact, although at the moment, but it gives calm, stable feeling, people feel it's scientific and reliability. If the company uses a red, orange, yellow and other warm colors and contrasting colors, although that person's strong visual impact, giving a sense of excitement, able to attract people's attention to the merchandise up, but could not give Consumers trust that given the degree of this commodity. Second, _set_ product image Consumer goods clear strategic location of objects and the company's products, taking into account the trend of the times, the customer's preference and other information, _set_ the product image. In the mp3 player market mix colors, dazzling occasion, Apple's IPOD player turned out, its simple clean appearance immediately attracted the attention of consumers. White means extremely simple, and it wins in IPOD simplicity, has become a classic. Third, the color image concept The basic concepts outlined above image, taking into account the problem of the color combination, the color of the packaging, the product itself shape, materials and patterns, the specific color _select_ed. The same companies will launch different products, there are different shapes, patterns, etc., but a specific color will become the color of all commodities, representing the company's image, such as the green "crocodile", red and yellow, "McDonald's", Kim yellow "Kodak" blue sea "Apple Computer" and so on. Fourth, expand sales plan Implementation of marketing plans to give customers impressed with its successful operation with the aid of the product itself, packaging, promotional materials, brochures, merchandising strategies, such as the color image. In 2005, CTS has invested heavily to build an online travel e-commerce platform - Mango. Mango bold use of bright orange and bright green, and mango as the main image, a combination of image features crisp and easy to remember, with a wide range of media communication and public relations activities, and membership recruitment publicity in cinemas, shopping malls and other places. This new e-commerce market, online travel brands, in one fell swoop changed after Ctrip and lack of significant color e dragon network marketing model, left a deep impression to consumers, the rapid rise in tourism e-commerce market. Fifth, establish an information management system Data were collected grasp "what is the best selling" and "Why sell" two points, verify color marketing strategies, while establishing business information data systems, the use of color marketing data accumulated, more effective marketing strategies to help color. Through many years of research on the Chinese consumers, LG Electronics has summed up a lot of practical experience. This close to the decorations in the mobile product areas, Chinese consumers have accepted the rich colors and patterns. The color factor is the "chocolate" phone is the most important market competitiveness, its red and black color with a tremendous visual impact. This powerful "color difference" so that consumers first saw it when it produces the most exciting feeling, this "most exciting" Of course consumers will be "chocolate" to take home.
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Important color marketing applications
In the application process, we should focus on the following two points to seize:
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Influence 〖〗 customer psychology
The use of psychological influence of color on the customer, the customer will produce different colors different state of mind and feeling. Such as: · Red give people excited, happy feeling, produce a warm, lively, thriving and happy association; · Blue gives a quiet, clean, sensible feeling, produce clear blue skies, blue ocean association; · Yellow can give customers one kind of dignified, noble, bright and psychological feelings; · Green is the color of nature prevalent, is considered to be representative of spring, can make a person think of the vast fields and pastures; · Red Orange makes people feel sweet ripe fruits and produce feelings; Purple gives the emotion is noble, beautiful and elegant; · White can be reminiscent of honest, clean, holy, good quality. Enterprises can operate according to their production characteristics of goods, choose different colors to achieve marketing purposes.
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Customers 〖〗 influence buying behavior
Influence the use of color on customer purchasing behavior. According to color theory research and customer buying behavior analysis, the color of the customer buying mood and behavior affect the way there are four. A color pursuit. When the color in the market, customers will seek to track fashion color to produce a purchase with the tide. Second, the color of interest. If customers for certain colors can stimulate curiosity and interest in their enthusiasm and desire to purchase, will be pleased to buy. Third, the color surprised. When the customer has suddenly discovered a commodity rare and usually their favorite colors and wish for, it will quickly adjust purchasing behavior, decisive and excited to buy. Fourth, the color of anger. When the customer is considered a commodity ominous, taboo color, it will produce a latent unsafe factors, disgust and disdain, and even offensive. Enterprises in the use of color to try to take advantage of promotions in the first three effects influence to prevent the fourth case.
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Should pay attention to the problem of color marketing
Blindly imitate blindly use of color marketing The target market audience no color preference analysis, or grasp the audience firsthand lack of color preference, companies blindly color and product mix, resulting in negative effects, not only did not be recognized and accepted by consumers, and the company's image by loss. Focus only on short-term effects of color marketing, do not attach importance to the long-term strategy Enterprises in the target audience effectively carry color preference analysis, after the color and product mix, a market, a market with great effect in the short term the company's products to obtain consumer preferences and recognition of product sales to companies enormous economic benefits. Such as: Geely pride color series sedan; Great autumn color series monitors; Rongshida "color e" refrigerator introduced bright yellow, sky blue, wood, green, red, black, lilac and white series of eight colors; Konka "colorful little painting fairy" series TV with stylish colors and smooth lines to get many young people's favorite. Zhuhai Gree Electric Company under the proposed meet people "Color consumption" new concept ideas, the color of air conditioning trial series. However, short-term corporate color marketing success, not able to bring long-term sales peak, therefore, enterprises should _set_ up a research and development team color, the color of the marketing strategy as a long-term strategic enterprises, the only way companies can in the fierce competition in the market , the fastest possible access to the target market consumer color preferences, in order to better grasp the target audience of consumer psychology, timely introduction of color products to meet consumer demand. Corporate colors and color marketing culture must geographic, ethnic, national co-production phase As the nature of export enterprises, export products, there is no proper understanding of the consumer geographical, ethnic, and cultural differences in national colors, not only can not open an consumer side of the market, but also indirectly to the enterprise enormous risks and losses, What is more, resulting in ethnic conflicts, exchanges between countries frustrated. Economic problems, if not paid attention to the country's cultural differences, is bound to cause political conflict. Color Marketing should pay attention to the whole and unified parts Color marketing for businesses, including product and packaging design, product display design, corporate branding, advertising. The color is an important part of marketing, enterprise applications is an important step color marketing. In the fabric industry, has entered the fabric color marketing business marketing links, become an important means of marketing.
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Color Marketing Applications
Americans Henry's Restaurant is located in downtown, the service is warm and thoughtful, inexpensive, but very few people have come to dine, business has been poor. One day, Henry went to consult a psychologist, observed that people come restaurant again, suggested Henry changed the interior walls of red green to red to white table. Sure enough, people come to eat surge, business is booming again. Henry ask to change the color of the secrets to a psychologist who, psychologist explained: "Red people excited, agitated, the customer into the store feeling uneasy, where want to eat; while the green but people feel stable, quiet. "Henry hurriedly asked:" That table also painted green to better do not pull "psychologist, said:" as customers come in not want to leave, and occupied the table, it will affect other people eat; while the red table will lead to Customers eat fast brisk walking. "result color changes, so the restaurant's customer turnover is quick, the food sold so much, profits soared. Some enterprises in the manufacturing, packaging and decoration also appeal to the use of color marketing. As in 1987, Japanese companies according to market research, changing the Nerazzurri three fixed red color pencil, introduced 30 kinds of intermediate color, made sensational "colored pencil", which is the use of color changes to please the consumer's success case. On the packaging of goods, such as luxury gift packaging with gold and silver tie with ribbon, to give people a feeling of elegant, deep friendship Shouli people have feelings, you can have a promotional effect. Indeed, color is a key to open the invisible consumers mind. To "color" the effective use of marketing rules pleasing, and can produce an invisible but very effective communication effect, can naturally lead to consumer buying behavior.
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The rise and development of the theory of color marketing
Color marketing theory was first in the 1980s by the United States, Ms. Carroll Jackson, founder of Color Me Beautiful (abbreviated CMB) summed up the company in the refining and marketing business practice, the essence of the theory is based on consumer psychology of color needs, use of color marketing mix to promote product sales, it is the hundreds of colors according to the four seasons are divided into four color series, each series of color to create a harmonious mix of groups, depending on the person's skin color, hair color and other natural physiological characteristics and personal appearance, body and personality, occupation and other physical features to _select_ the most reasonable color range, thus maximizing the discovery of America. There is a theory abroad called "seven seconds of color." It said: a person of a commodity or even understanding of things, you can order within seven seconds left in the shape of people of color impression. Because according to a study shows that foreign-related institutions: Consumers can instantly into view and impression of the product, the time is 0.67 seconds, the first impression the decision to purchase 60% of the process, which caused 60% of the color, Because of its special relationship with color, color marketing theory out_set_ by beauty salons, cosmetics, clothing and other industry attention, and make use of the company's marketing activities. For example, Procter & Gamble's "SK-‖" advanced cosmetic and "Olay" cosmetics market promotion had to be special guidance color experts, and based on the color Unilever Marketing Basics proposed "Sunsilk" the most reasonable place containers put way to boost sales, the famous French fashion brand TIRIPEAK "Cui Beike" humanized product design, fashion, personalized, romanticized officially announced in 2005 to enter the Chinese women's market, the company will use reasonable color marketing to Cui Beike business sales, store decoration, store layout which formed its own unique style. Eaton in the "color art" that: "Continuous comparison with simultaneous contrast illustrates the human eye only when the complementary relationship building, will meet or are in balance." "Afterimage phenomenon of visual effects and simultaneity, both showed A noteworthy fact of the physiological, i.e., the vision needs of the complementary color corresponding to the color balance for any particular, if there is no such a complementary color vision will automatically produce this complementary color. "" rule is the complementary color basic layout of color harmony, because compliance with this rule will establish a precise balance in the visual. "Eaton's" complementary color balance theory "reveals a basic law of color constituted a very important guiding significance for color art practice. If the color is unduly vague and lack of anger, then the choice of complementary color matching method is very effective, whether it is a stage environment contrast color rendering of the characters and the atmosphere, or commercial advertising and display, etc., constitute a clever use of complementary colors , is an important means to improve the artistic appeal. To the 20th century, "color application" and "color marketing" theory has been to Europe and many other countries around the world to the extensive use of corporate marketing activities among enterprises, and defeat in the fierce market competition, the competitive advantage of a one Small strategy. In the United States, "Apple" computer after launch color computer, you catch up with the "IBM". In Italy, clothing color accountant who put harmonious beauty of nature perfectly integrated into the garment, causing the people to the natural beauty of harmony yearning and reflection. In China, CMB color consultant only Chinese company has repeatedly spread "seasonal color theory" and "Western Man Color Studio" Ms. West to China in the first spread to Beijing from May 1998. In recent years, the West spread and her company is mainly in the personal color image, urban color planning, commercial color marketing has done a lot of work. Many multinational companies such as Shiseido, Microsoft, Procter & Gamble, IBM, Ericsson, Cisco, Givenchy, Versace, Canon and domestic enterprises such as Lenovo and so did invite her business consulting. Under her influence and spread of color marketing theory to domestic cars, computers, cell phones, furniture, real estate, household appliances and other industries in corporate marketing activities begin exploratory use. Now color in the increasingly wide range of marketing, she broke the original individual diagnosis, while the broader aspects of the product applied to the window design, product display design, product and packaging design, corporate brand image, advertising, urban color planning. In short, with the development and dissemination of marketing theory of color, color strategy in corporate marketing activities in the use of more and more frequently, and will gradually become an important means of enterprises in the fierce competition in the market to gain a competitive advantage. Color marketing into China, the development time is not long, the domestic enterprises are still in the stage of insight. China Fashion Color Association is engaged in domestic color research, trend reports, official organizations such as the content of education and training. Early 2009, and the Art Institute of Renmin University of China jointly organized the "color art and marketing planning graduate class" course. China's first batch of colors designed to bring top talent, develop China's color marketing trend surgeon who's the best color and marketing management complex talent, master the international forefront of color in various fields of application technology.
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China's development of color marketing
Color Marketing in 2008 into China, the development time is not long, the domestic enterprises are still in the stage of insight. China Fashion Color Association is engaged in domestic color research, trend reports, official organizations such as the content of education and training. Early 2009, and the Art Institute of Renmin University of China jointly organized the "color art and marketing planning graduate class" course. China's first batch of colors designed to bring top talent, develop China's color marketing trend surgeon who's the best color and marketing management complex talent, master the international forefront of color in various fields of application technology.
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