Detail Question and Vocabulary

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    There have been numerous attempts to classify consumer responses to different individual colours but the truth of the matter is that colour is too dependent on personal experiences to be universally translated to specific feelings.But there are broader messaging patterns to be found in colour perceptions. For instance, colours play a fairly substantial role in purchases and branding.

          With regards to the role that colour plays in branding, results from studies such as The Interactive Effects of Colors show that the relationship between brands and colour center around on the perceived appropriateness of the colour being used for the particular brand. In other words, does the colour “fit” what is being sold?

          The study Exciting Red and Competent Blue also confirms that purchasing intent is greatly affected by colours due to the impact they have on how a brand is perceived. This means that colours influence how consumers view the “personality” of the brand in question.

         Additional studies have revealed our brains prefer immediately recognizable brands, which makes color important element when creating a brand identity. It has been suggested in Colour Research and Application that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched. When it comes to picking the “right” colour, research has found that predicting consumer reaction to colour appropriateness in relation to the product is far more important than the individual colour itself. So, if Harley owners buy the product in order to feel macho, you could assume that the pink and glitter edition would not sell all that well.

Diadaptasi dari https://www.helpscout.net/blog/psychology-of-color

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