Color Psychology: Consumer sensing mechanisms of the eye & the brain

If the sensation known as 'color' obeys some laws, it must be something in our own nature that determines the shape of these laws ... The science of color must therefore be seen essentially as a science of spirit.

Our visual makeup as living beings, as we can now describe, is not only involved in the single vision of environmental objects, but also contributes to the generation and maintenance of vital internal cycles, long before the discrimination wave lengths of the light spectrum. But before further describing these mechanisms, it is necessary to recall the nature of the stimulus materials that are the root cause of the vision and raise our percepts. We therefore give some definitions of the color.

Man has always tried to explain what he saw and felt but also how to do it. This meta-cognition has also focused on vision in general, then on color vision in particular. Some succeeded in major eras of Western civilization: classical, scholastic which we pass, leading to the modern Enlightenment.

The nineteenth century saw distinguished scientists and philosophers in turn offer theories on color vision, which will eventually be validated. The last century, for its part, has been computational and Neuro-physiological. This brief history is to understand how we came to terms, which now seem natural, color wheel, solid color, three-dimensional color, tri-chromatic vision or antagonism of complementary colors.

COLORS AND MARKETING If a good color sells, the right color sells better

Marketing communications or marketing are defined by a company as: to impregnate its position, existence and its presence in the public mind. While being aware that they derive moral and material benefits, companies cultivate all means of communication to improve their image and good CREDIBILITY in the market place: Communication is not a privilege but a necessity.

Although, many Marketing professionals fully realize the latter, however many still didn't realize that color (or all colors) has a significant impact on clients both psychologically and emotionally. When a marketing strategy is developed, not using psychology of color may eventually work against you. Indeed, consumer - whether private or professional respond faster and more intensely to non-verbal communication. Worldwide well known laboratories are keened on thoroughness when it comes to product color selection i.e. in the pharmaceutical industry. To illustrate the importance of color hierarchy of influence in the mind of consumers let’s take a look at these three products below:

Whether your marketing strategy is a consumer product, a pharmaceutical, an industrial product or a design of a new catalogs or flyers it is recommended to take extra care in your section of the right nuances of colors. Error in choosing the wrong color derails your customer to your competitor.

Energy of Color sells more products

The right packaging color usually triggers the act of purchase. It’s persuasive to the senses of consumers. The power of color is a persuasion tool by excellence, it is used to convince the buyer and motivate them towards the act of purchase. Colors provoke the consumer sentiments and are scientifically identifiable as an "emotional color". This is a non verbal language that persuades the consumers to buy unconsciously.

Blue, as a visual corporate Identity

If you are you the owner of a small, medium or a large corporation, you probably have an understanding of what the significance color of money is, but do you know the color of your "business"???

The right color of your company renders customers positive reaction or creates a negative perception; it is therefore paramount to your success to adopt the color that evokes a positive energy in your audience.

Having acquired this new insight, why not start firstly by applying it to your corporate logo, your stationery and business documents, your catalogs, your advertising and possibly - depending on the type of business your packaging products.

Color is a very serious

Color is a subliminally persuasive force. It captures the attention, relaxes or irritates the consumer's eyes, and sends a powerful message. The wrong color can make a great product fail; the right color can make a product succeed.

Color had become integral to marketing strategies that nothing can be left to whimsy. Marketing research shows that over 80% of visual communication is related to color.Research reveals 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. Source: CCICOLOR - Institute for Color Research

Here is an example of color psychology. Demographic is no longer relevant. Today, we speak of psycho graphics: the behavioral and attitudinal analysis.

- Color increases brand recognition by up to 80 percent.

- Color improves readership as much as 40 percent.

- Color accelerates learning from 55 to 78 percent.

- Color increases comprehension by 73 percent.

- Color ads are read up to 42 percent more than similar ads in

- black and white.

- Color is 85 percent of the reason people decide to buy.

or more comprehensive statistics communicate with us and don't forget to, COLOR YOUR BRAND RIGHT


James E. F

CMO (Chief Marketing Officer) since 1991
Neuromarketing strategist / Speaker since 2000

Neuromarketing Canada CMO Strategic Advisor Speaker : Neuromarketing, Neuro Advertising, Behaviorism, Neuro economics Neuro politics.

CMO / CCO Neuromarketing Strategist, Advisor and conference speaker since 2000. Successfully managed to fuse the creative process, neuroscience, behavioral science to achieve _ O P T I M U M _accuracy of consumer emotional eng...

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