The Psychology of Color in International Marketing

What color do you think of when I say the word “prosperity.” Take a look. The word “prosperity.” Think about what colors come to mind? Potential depends on your response where you grew up.

Europe and the United States, gold, crimson, purple and royal colors connote the prosperity and power of the Western countries. That is because, in ancient times, the pigment out of the solid earth and clothes, paints and materials were not working. For example, they are worn by those with the highest authority. For example, the Roman Senators will wear purple or crimson red. Gold and wore lavish regal purples monarchy in England and France. Over time, the “prosperity” have learned to associate with this color.

Color is everything.
Organizations use their logo colors evoke different emotions. When a consumer encounters a brand for the first time, the brand’s personality will be based primarily on the color. We are visual animals and humans alone make up 85% of the purchase decision-color packaging. Color brand feeling to influence brand awareness and drive customer behavior, and even felt a change in load times are shown.

Color is not universal.
It is so ubiquitous color marketing a successful branding campaign and other geographic regions may be tempted to take it on the market. But the psychology of color is not public. We believe that red means ‘passion’, meaning blue ‘confidence’, or green to mean “the earth.” Depending on where you go, the yellow does not always mean that it is not primed ‘spirits, “Orange is always” does not mean power, luxury, and purple is not always connote. Companies that have failed to take into account the color, there is a lot of irregularities in international marketing campaigns.

Color = lack of flavor. In the 1990s there was a trend to make products transparent. Thus, the purity and clarity of the color of their products, as the company eliminated by evoking a more favorable characteristics were trying to gain a competitive edge. When Pepsi launched Pepsi, Coca-Cola Crystal Clear tabs release. Both products tanked six months. Koreans by the Japanese soft drinks, red, brown, by the Chinese, and yellow, as can be seen by the Americans. Consumers were accustomed to associate these colors with cola flavor. The absence of color (ie red, brown) thought that Colas was given a diet of lime or lemon confused consumers.

Caskets unless you’re selling, do not remind them of death. Malaysia failed because of the company’s key product is a strong urine color, green, illness and was associated with danger. Samsonite suitcases when the man in black and purple, the color of the product failed because both are associated with death and grief. Chinese business travelers in the East, a symbol of death that shocked – Similarly, when Pacific route, first-class passengers of United Airlines launched its concierge service, each guard wore a white carnation. Pepsi light blue, dark blue, while the color change display from its packaging, sales declined in Southeast Asia, such as the color of death and mourning, was associated with.

Color is very important. Be careful not to discourage the international market a new product or service to your customers or offend. Your research. Plan how you want to feel your prospective customers, and how to shape their interactions with your brand colors. You, purple ‘prosperity, “but they may mean, purple may mean death.”

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