Feb 26 2011
Colors that speak
In line with our current topic of packaging and branding, I thought I would talk about what really matters when making purchase decisions (especially for food products): Colors.
According to the Seoul International Color Expo 2004, 92.6% said color was the most important factor in their purchasing decisions. Only 5.6% attributed this importance to physical feel from the sense of touch, and 0.9% each from hearing and smelling. In addition, the Institute for Color Research (CCICOLOR) found that people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone. Indeed colors are pretty powerful, I would say. So exactly, how do colors speak to you? For me:
White signifies wisdom, purity, cleanliness, powerful yet serene.
Black signifies strength, solid, stability, seriousness.
Red signifies war, power, energy, excitement, feelings.
Green signifies nature, freshness, money, liveliness.
Blue signifies calm, trust, dependable, peaceful.
Yellow signifies happiness, laughter, cheerfulness, freshness.
Grey signifies business, dullness, seriousness, practical.
Here is an interesting and practical color chart I found. Looks like I was not too far off… or is it the other way around? They got me figured out!
