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Few days ago, I found that among all the wraps in the dining hall, the green ones sold best. It reminded me of the tutorial class when Juan mentioned the color of the brand of Nestle and Starbucks influenced their sales volume.

The connection between the good’s color and customer’s choice interested me. According to the author of how color affects food choices, customers eat with their eyes first. And the light green, as the graph shows, is always related to nature. Also, students who choose wraps as their meal mostly pursue a healthy lifestyle since wraps only contain the low-calorie salad and vegetables. Green, the color of many healthy and nutritious vegetables, caters to those people’s needs.

Furthermore, I made a online research among my high schoolmates back in China. However, most people choose yellow or white. They don’t trust colorful food, since so many food safety issues related to artificial colors have happened during the past years in China. Also, the first reaction about food’s color is associated with personal experience. For example, Ding never wants green food because he associates it with the “disgusting” matcha flavor.

To sum up, the customer preference is not easy to guess. It is connected with the specific social environment and personal experiences. To know it, we are not only supposed to consider the psychology reason, but also do the real market research.

GROUP COLOR HOW IT MAKES YOU FEEL WHY IT INFLUENCES YOU WHERE YOU ARE LIKELY TO SEE IT
warm (exciting) Red Energetic, hungry It activates your pituitary gland and increases your heart rate Logos and calls to action
Orange Enthusiastic, cheerful It is a combination of aggressive red and cheerful yellow Calls to action (subscribe, buy, etc)
cool (calming) Blue Secure and trustworthy It is associated with sky (therefore universally liked) Money and business related websites (banks, loans, etc)
Green Stable, wealthy (deep green) It is the easiest color for the eyes Testimonials, founder’s story, etc. Finance related websites (e.g. Forex related)
Calm (light green) It is associated with spring and nature Entertainment and leisure related websites

 

Resources:

1.the graph: http://www.seosmarty.com/brand-color/

2.”how color affects food choices”_Costa Magoulas   http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=1553&context=thesesdissertations

 

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