How colour can be used to persuade consumers
We see color all the time, anywhere we go color can be found, it is always around us. Many people overlook color and the effect it has over their life.
Color does not only affect our conscious, it can have a great impact on our subconscious. You can often gain emotions from being in certain colored rooms, restaurants often use this to either make there consumers feel relaxed or uneasy. Fast food restaurant often use vibrant colours to increase the rate the costumers move, a perfect example of this is mc donalds. On the other hand restaurants like nandos use earth colours to relaxe there consumers.
Color is the byproduct of the spectrum of light, as it is reflected or absorbed, as received by the human eye and processed by the human brain.
In 1666 one of the foremost scientific intellects of all time Sir Isaac Newton used a prism and saw the rainbow of colors we know as the electromagnetic spectrum.
This showed that sunlight is not one color, the spectrum is red, orange, green, yellow, blue, violet and indigo, also known as the 7 basic colors.
A good combination for restaurants is pale blue or turquoise and orange. A relaxed atmosphere and a big appetite are the perfect environment for a restaurant.
Allot of color psychologists now work in the decorating field. These color psychologists are often hired by paint company’s to pick the most suitable colors. Allot of restaurants use the color orange because it is said to increases a persons appetite. The perfect environment for most restaurants is a relaxed atmosphere and a big appetite this encourages consumers to buy more and stay for longer.
Humans are particularly attracted to color and although we can only see a portion of the full color spectrum, it affects us on many levels. As we have evolved, our sensitivity to color has enabled us to thrive by finding ripe, colored fruit, healthy leaves and shoots, and other nourishing food sources.
colours and there meaning
Red the color of
• emotionally intense color
• It enhances human metabolism
• increases respiration rate
• raises blood pressure
• high visibility
• fire equipment are usually painted red
• stimulate people to make quick decisions
• ‘Buy Now’ or ‘Click Here’ buttons on Internet banners and websites
• erotic feelings (red lips, red nails, red-light districts, ‘Lady in Red’, etc).
• danger (high voltage signs, traffic lights).
• energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.
Orange the color of
• hot color
• increases oxygen supply to the brain
• stimulates mental activity
• highly accepted among young people
• citrus color
• healthy food
• stimulates appetite
• high visibility
• catch attention
• effective for promoting food products and toys
yellow the colour of
• warming effect
• stimulates mental activity
• generates muscle energy
• associated with food
• attention getter, which is the reason taxicabs are painted this color
• When overused, yellow may have a disturbing effect
• babies cry more in yellow rooms
• Yellow is seen before other colors when placed against black, this combination is often used to issue a warning.
• pleasant, cheerful feelings
• spontaneous color
green the colour of
• healing power
• most restful color for the human eye
• can improve vision
blue the colour of
• beneficial to the mind and body
• slows human metabolism
• produces a calming effect
• cleanliness (water purification filters, cleaning liquids, vodka)
• air and sky (airlines, airports, air conditioners)
• water and sea (sea voyages, mineral water)
• masculine color
purple the colour of
• pre-adolescent children prefer purple
• Purple is a very rare color in nature
White is the colour of
• successful beginning
Black is the color of
• negative connotation (blacklist, black humor, ‘black death’).
• prestigious (black tie, black Mercedes)
• very aggressive
I believe colour has an affect on your subconscious and can evoke many different moods. I decided to take matters into my own hands and carry out a small experiment. I went to my local store where I purchased two coloured light bulbs, one blue and the other red. While standing in the room with the blue light I felt really laid back and relaxed. Standing in the room with the red light evoked a dark almost evil feeling, I felt allot of energy and almost found it hard to stay still. From the second hand research I gathered from the internet and in books I can see my personal feelings are similar to those found by others. Primary schools often use bright colours because it is said they stimulate brain functioning and make learning more fun. Hospital staff wear white to signify sterility and cleanliness. If we look closely around us allot of colour have been used to persuade us and with no understanding of the colour theory we wouldn’t be aware of its affect on our subconscious.
Nancy J. Stone and Anthony J. English say that change in mood may in fact be the result of color in the environment. They also say that color can affect performance in the work place. They believe that a red office is more stimulating, may cause vigor, anger, or tension in a worker. However, on the positive side, performance can also be increased. According to Stone and English, a blue office may cause greater depression, as well as sadness, fatigue, or relaxation. This is because warm colors such as red have a longer wavelength and are thus more stimulating, while cool colors such as blue have a shorter wavelength and are thus more sedative.
Colour is one of the most important elements of persuation a designer can use. Frank H. Mahnke in his book colours as an element of quality in environmental design said “on the grounds of knowledge and the scientific findings regarding the effect of colour, its influence on the human organism, on psychosomatic well-being, and colours significance for the “quality of an appearance” and the acceptance thereof, it cannot be disregarded that colour, as an essential element in design, is often thoughtlessly misused.”