The Implications of Color in a Consumer

Society

Abby Baker

Dr. Melissa Kiehl

Independent Research G/T, Period 3

March 8, 2017

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 Picture the Coca-Cola brand. What color is it? Consumers are bombarded with thousands

of advertisements each day from brands to billboards to subliminal messaging in television

shows. In response to the overload of persuasive information, the human subconscious organizes

the information by involuntarily associating each advertisement or brand with its respective

attributes such as color or emotion. Because advertisers realize colors importance and impact on

the human mind, they use color as a tool. Therefore, advertisers and marketers employ color in

product brands to provoke the subconscious perceptions and physiological responses to

manipulate consumer perception. Understanding the effect of color emotionally and

physiologically on individuals is beneficial and critical to unlock the influence of advertisements

subliminally and consciously on the consumer society. The purpose of this paper is to discuss

the cultural and evolutionary implications of color, to explain the physiological effects of color,

to describe the subconscious and conscious influences of color and advertising, and to establish

the role of color in advertising and marketing.

Have you ever been to the grocery store and noticed there are many different brands of

mustard but only one prominent brand of ketchup? For many consumers, recalling their trusted

ketchup brand will lead to an almost unanimous agreement on the Heinz brand, but naming

mustard brands diverges rapidly from Frenchs to Grey Poupon to an arraying of others.

However, some decades ago, one brand of mustard dominated. Today, the balance shifted.

Though the Grey Poupon brand leads in total sales, many varieties of mustard line shelves while

Heinz ketchup dominates. The phenomenon is caused by a shift consumer perception of the

brand. Evidently, consumer perception of brand influences the masses of consumers who buy the

complimentary goods of ketchup and mustard every day (Gladwell, 2013). Though they are

compliments of demand, ketchup and mustards marketing technique draws an impermeable line

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between the two. According to Malcolm Gladwell, author of The Ketchup Conundrum,

Heinzs marketing evokes all five of the senses which causes the brand to be perceived as more

personable. However, mustard brands fall short in branding and advertising influences on the

population, causing total mustard sales to be divided by an array of various brands. The ketchup

and mustard phenomenon shows the value and importance of tactful advertising and marketing

techniques such as the employment of color in branding. Though not directly related to color in

advertising, Gladwells marvel shows the unique and powerful influence of thoughtful and

skillful advertising and marketing and is similar to colors role and influence in consumer

society.

Colors influence in modern advertising and branding originated from evolutionary-

generated instincts and culturally-generated prototypes. Evolutionary generated instincts are

inherent, embedded in the human subconscious through human nature and predisposition, similar

to instinctually smiling when happy. Culturally-generated prototypes involve a cultures ability to

instill emotion or meaning in color such as the relationship between love and the color red. The

influence of color originates from humanitys hunting and gathering ancestors whom, experts

hypothesize, developed trichromatic color vision to understand the emotional states, socio-

sexual signals, and threat displays of their brethren (Bortoli, 2011). Color originated from

necessity and functioned in the communicative capacities of early individuals. Color vision was

developed to aid the communicative and empathetic abilities of the first humans, similar to

colors communicative and emotional role in the modern consumer society. In consumer society,

color is used to indicate emotion, self-express, focus attention, and aid in communicative

functions. Therefore, colors embedded and initial purpose within human society is still

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prevalent in todays consumer society, and colors impact has evolved with the evolution of

humanity.

In the evolutionary period of humanity, ancient humans told stories by painting across

cave walls in the color red (Wolfson, 2014). Since first indication of human communication,

continuing throughout modern society, the color red is used frequently. In todays society the

color red is used commonly in advertising and branding, stemming from its role in humanitys

evolution. The color red, the color of blood, indicated fear and nearing danger for hunters and

gathers causing the color to be highly regarded, feared, and employed in early human society.

The color reds source of instinctual and emotional impact transcends throughout the evolution

of humanity and yields a similar impact in todays consumer society. However, the evolutionary

influence of color is not the only factor which affects how consumers interpret and evaluate color

in modern society.

Additionally, culture influences consumers emotional response to color. Culturally, we

give colors different connotations. For example, wealth and money are often symbolized with the

green color, and the color yellow indicates optimism or clarity which is seen in brands such as

Nikon and Best Buy (Kaplan, 2017). Additionally, blue indicates calmness, trust, or

dependability in Americas consumer and cultural society, and the color green indicates growth

or health which is employed in brands such as John Deer and Wholefoods. However, the

indications and connotations of color drastically differ throughout cultures, and a single color

may have extremely diverse implications in different cultures. For example, in Asian, orange is a

positive color symbolizing enlightenment whereas in the United States the color orange often

symbolizes road hazards and construction (Bortoli, 2011). The implications and uses of color

differ throughout the various and diverse consumer societies across the world. Consequently, as

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cultures give color values and significance, perception changes, and thus, the emotional response

to color differs culturally. To produce a general societal perception of color requires the

influences of color both culturally and evolutionarily. Therefore, human perception and value of

color originate from evolutionary and culturally generated instincts and prototypes which form

societal perception of color.

Because human perception of color relies on cultural and evolutionary influences, color

elicits a subconscious physiological response when presented to the viewer. For example, colors

producing longer wavelengths such as red and orange increase heart rate (Kaplan, 2017). This

occurs because color such as red, the color of blood, symbolized danger to evolving humans,

increasing viewer heart rate. Viewer heart rate increases on a level undetectable to consumers,

allowing the physiological reaction to stimulate the heart rate subconsciously. Similar to

subliminal advertisings influence, increased heart rate grabs consumer attention, provoking the

consumers mind on an emotion level. Furthermore, consumer heart rate augmentation stimulates

the minds formation of emotional connections to advertisements and brands (Lee, 2011). As

color affects consumers physiologically, consumers attribute emotions to the presented color. The

relationship between color and physiological effect on the body shows colors subconscious

ability to influence consumers. Recognizing and understanding the human physiological

response to color allows marketers and advertisers to manipulate color in branding and

marketing.

Colors have an influence over emotions. They are important in the formulation and

construction of certain emotional connects to product brands and logos (Lee, 2011).

Researchers believe humans instinctively associate colors and emotion because emotions and

color vision are both processes in right hemisphere of the brain. As color wavelengths are

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processed by the right hemisphere of the brain, humans associate emotions with color inherently.

Because emotional response is conditional, relying on color wavelength or evolutionary

implications, marketers and advertising often construct brands with colors that stimulate a

physiological response within the consumer. For example, the color yellow stimulates heart rate

instinctually (Kaplan). Therefore, the famous brand Cheerios uses their iconic yellow-colored

boxes to grab consumer attention on the shelves of grocery stores. As advertisers employ colors

to stimulate heart rate, the color is simultaneously processed in the right hemisphere of the brain.

As color is processed and heart rate is augmented, an emotional response is associated with the

bodys elevated state of attention. Because colors elicit an emotional response, marketers

tactically design advertisements and brands to produce a subconscious effect on the consumer

population.

"Color works its effect on us to the extent that even our highest-level cognition and

intelligence are biased by low-level impressions (Wolfson, 2014). Colors functions identically

to subliminal advertising, targeting a subconscious level of registration within consumers.

Subliminal advertising and messaging work by targeting the active human subconscious by using

statements or references which evoke emotion (Does subliminal advertising actually work?

2015). Similarly, color targets consumers by eliciting a physiological response which is

associated with an emotional response. Therefore, if consumers do not consciously register

product color, brand and product color target the consumers subconscious, evoking an emotional

response associated with the product. Subconscious advertising influences consumers through

employment of color in products and branding. However, color functions differently when

registered consciously by consumers.

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 When processed consciously by consumers, meaning individuals intentionally observe or

identify aspects of the product, color functions by creating a positive mental image of the brand.

Successful advertising causes consumers to associate positive memories with the product or

brand (Hollis, 2011). Therefore, when consumers view the product, they are flooded positive

memories. These positive memories will grow trust between the consumer population and the

brand. Additionally, colors which society culturally gives positive connotations, colors that form

the middle of the spectrum, are used by advertisers to create a positive perception of their

product. Research shows advertisers success in influencing consumers to create positive mental

images of their product will increase individual purchasing power of the brand (Finke, 2016). As

color produces a positive association with the product or brand, consumers are more likely to

purchase the product than other product brands which do not create a positive mental image to

consumers. Therefore, colors conscious influence over consumers has increasing significance in

modern society as more brands begin advertising and marketing to target consumers conscious

minds.

Evidently, color functions as an importance influence and role in marketing and

advertising, causing marketers and advertiser to select brand and product color tactfully. Color

influences consumer perception; however, what is the role of color within consumer society?

Color function prominently as an attention-grabbing tool. Research has found that color is thirty-

two percent more effective in attracting attention than product shape, size, or sound (Dowd,

2013). This shows the importance of color when creating product brands and the value of color

to brand developers. Because advertisers and marketers employ color to increase heart rate, this

strategy causes focused attention by consumers. Additionally, research studies have concluded

that about 6290 percent of the initial, consumer assessment [of products] is based on colors

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alone (Singh, 2006). Because color is important to initial assessment, marketers and advertisers

strive to grab the audiences attention. Therefore, color functions predominantly to attract

consumer attention by employing colors which increase individual heart rate and associate the

product with an emotional response.

Additionally, color functions to construct perceptions of product brands. In a constant

evolving consumer society, advertisers and marketers use color to differentiate products and

employ color to allow positive associations with product brands. The differentiation of product

brands by color is important in the competitive market (Fong, 2015). Product differentiation is

important to industries which desire to increase demand for their product. Therefore, they

employ color to grab consumer attention and generate positive association with the product

brand. Positive associations allow consumers to build trust in product brands, increasing demand

for the product. Accordingly, research has found correlation between color for product and

consumer purchasing intent (Ciotti, 2016). For example, Apple employs the color white,

allowing consumers to perceive the product as clean and new. Consumers form trust in Apple

because of the positive associations formed with the color white. Apples tactful use of the color

white has allowed the company to build trust in the consumer population as it promises

innovation and modernism.

Between 1920 and 1930, the famous cigarette brand, Lucky Strike, faced problems when

marketing their products to female consumers who did not buy Lucky Strike Cigarettes (Heath,

p. 524). Marketing analysts discovered women did not buy Lucky Strike Cigarettes because its

green-colored casing conflicted with their clothing. By employing tactical marketing techniques,

Lucky Strike advertisers were able to reintegrate the color green into womens fashion by

generating media attention in womens magazines and newspapers. Lucky Strikes new

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campaign was a success, and use of green in womans fashion spread throughout the country.

Lucky Strikes success in promoting the color green by changing societal opinion revolutionized

the influence of advertising. Their success brought awareness to the power and impact of

effective advertising which is prevalent on a larger scale in todays consumer society. Lucky

Strikes sensation in the twentieth century shows the ongoing and constant power of color to

increase the demand for a product or brand.

On average, consumers see an estimated five-thousand advertisement each day,

but only approximately twelve grab their attention, and successful advertising through the use of

color causes this phenomenon (Ellens, 2015). The function of color in consumer society is multi-

faceted. Colors subconscious influence is formed through the relationship between physiological

responses produced by color and its cultural and evolutionary implications within society. Color

is most universally used as a prominent and significant influence throughout consumer society.

Color grabs audience attention and associates brands with positive mental images to develop

trust between the consumer and product. Colors importance in society has stretched from early

human civilization to modern society and continues to impact the lives consumers each day.

In todays society, it is important to realize and understand the powerful grip of color and

advertising on consumers. The meaning and implication of color change throughout cultures, but

humanitys evolutionary stages additionally play an important role in developing societys

tendencies in relation to societal perception of color. The implications of color in todays society

allow consumers to formulate perceptions of products from the branding colors. In a color-driven

consumer society, identifying the colors of the Coke-a-Cola brand is not difficult for the majority

of the consumer population. Therefore, advertisers attempt to manipulate the perception of their

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products using color to grab consumer attention and contribute specific emotions to products and

product brands.

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