The psychological influence of colour on marketing, brand awareness and strategy

Registration ID: IJNRD_205752

Published ID: IJNRD2312263

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Priyanka Kisten

The psychological influence of colour on marketing, brand awareness and strategy

The definition of colour psychology is the study of how colours affect perceptions and behaviours. In branding and marketing, the psychology of colour is concentrated on how colour controls the consumers’ impression of the brand also if they would rather induce consumers to consider precise brands or make a purchase (Ciotti, 2020) Light is reflected into the human eye through the cornea. The cornea curves the light through the pupil, which regulates the volume of light that enters the lens. The lens directs the reflected light on the retina, which has rods and cones. These photoreceptors transform light (photons) into electrochemical signals, which are then administered by neural circuits in the retina and transmitted to the brain. When colour is seen, our eyes send messages to a precise region in the brain known as the hypothalamus. The brain then stimulates the pituitary and thyroid glands, which endorses the release of hormones responsible for instigating fluctuations in emotion and behaviour (Peate, 2022) A famous Greek philosopher, Aristotle, indicated that a witness triggers all perceptions. The market has the initial imprint of sight memory for commodities within 0.67 seconds. The primary sense governs 67% of the procuring process, which emanates from colours (Lin, 2010). Visual observation is the prime sense that human beings have for interpreting and assembling sense of their surroundings. Once humans identify colour, a chemical reaction occurs in our brain, creating an emotional response and an array of thoughts, emotions and experiences of places, people, and events. Due to colour just being a reflection of light, those colours with long wavelengths, such as red, generate a quicker recognition feedback in the brain. Whilst colours with shorter wavelengths, such as blue, are more soothing and can lower pulse, respiration, and blood pressure (Dawson, 2022) Marketing is a continuous evolvement of rapidly developing science and information technology. More importance is given to the most recognizable brands in the world for instant recognition. The link between colour and brands is strong as colour helps marketers to convey a message to their consumers without the use of words. By using colours smartly and effectively, companies can design an easily identifiable, memorable, and globally positive image of their product. Associative learning defines the three basic philosophies of colour, hue, saturation, and value. Hue terms the wavelength of colour. Saturation describes the intensity of colour and value is how bright a colour is. These three influences condition how people distinguish colour and form associations (Manage, 2017).

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Priyanka Kisten (December-2023). The psychological influence of colour on marketing, brand awareness and strategy. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(12), c568-c584. https://ijnrd.org/papers/IJNRD2312263.pdf

Volume 8 Issue 12, December-2023

Pages : c568-c584

Paper Reg. ID: IJNRD_205752

Published Paper Id: IJNRD2312263

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Research Area: Engineering

Author Type: Indian Author

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Published Paper PDF: https://ijnrd.org/papers/IJNRD2312263.pdf

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