Color: The Influence Of Color

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Ward (1995) concluded that color has both emotional as well as psychological constructs. Different colors and their respective meanings depict various implications to consumers which is quite helpful to a marketer in depicting the desired brand image (Mc Cracken, 1988). Color plays a pivotal role in communicating various brand personalities that are associated with the brand. The color of a brand gives an impression about what the product would be all about. Color of a brand gives an insight to the product and helps the marketers in conveying the right image to its consumers. Color helps in influencing consumer’s perception and related behaviour, induces moods of emotion and helps in defining competition by positioning itself strongly (Hynes,…show more content…
It serves as a robust tip-off for differentiating various brands and products and helps creating and sustaining corporate identities (Garber and Hyatt, 2003; Madden, 2000) and perceptions of consumers (Grossman and Wisenblit, 1999). As per Keller (1998), brand elements are those components of a brand which are trademark-able in nature; which help in identifying and differentiating a brand from other brands. As per previous studies conducted on the non-alphabetic logos (Henderson and Cote, 1998), the typeface (Childers and Jass, 2002) and the influence of name (Keller et al., 1998; Klink, 2000), it was concluded that color is that component of the brand element which helps in projecting a brand to the masses and helps establishing an association with it as per the meaning it is trying to communicate. Purves (2001), had explained that the brightness of colors affects the human minds differently and accordingly do human beings respond; implying that color brings about changes in the response behaviour of humans. Color executes a psychological brunt on consumerism. It is also suggested that color elicits affect, behavior and cognition (Elliot et al.,…show more content…
In addition, black and silver were associated with dignity and luxury. They also emulated that both color and product have referring meanings. Hence, greater the degree of compatibility more will be the color appropriate for the product and brand and vice-versa. Though, there may not be a standard bases of similarity, there may be instances where similarity would differ. But as per previous literature on advertising and persuasion, the view of congruity is quite salient (Aaker & Drolet, 2002). Romeo and Roth (1992) showed in branding that purchase intention is augmented when an image of a country is congruent with benefits coveted from the product category use. It was likewise found out by Ruth (2011) that emotional – category congruity enhances brand evaluation i.e. the level of match of emotions between the product usage and its description of emotional benefit
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