SPECIAL REPORT
Colour a pivotal element
that influences 50%-85% of
consumer purchasing decisions
Effectively integrating colour into product design and brand strategy is essential
for building a strong brand and product identity.
C
olour is the most important
design element to attract
consumer attention and
create a mood, influencing
50%-85% of consumer product
purchasing decisions. This is according
to a presentation by colour systems
provider Pantone at a recent seminar
organised by the Hong Kong Trade
Development Council (HKTDC).
Maryann Wong, director of Sales
and Marketing for Pantone in the
Asia-Pacific region, discussed the
importance of colour in product and
brand marketing, and explained the
psychological and physiological effects
of different colours and shades, and
how their tactful use can help achieve
design objectives at a seminar during
the 33rd HKTDC Hong Gifts &
Premium Fair in April this year.
As 80% of human experience is
filtered through our eyes, visual cues
are essential for getting a message
across successfully and colour is much
more prominent than shape or text,
explained Wong. She pointed out
that we have both physiological and
psychological responses to colour, but
that most of our reactions to colour
are intuitive and emotional; only 5%
is rational. As you have only three
seconds to catch a consumer’s attention
on average, the first impression a
colour makes is critical from a product
marketing perspective, and managing
the psychological meanings of colour is
key to communicating your story and
making an emotional connection with
your audience, she added.
Each colour and shade has
a unique meaning and message,
according to Wong, and understanding
the psychological aspects of colour can
help designers use colour as a strategy.
She explained that while consumer
reactions to colour generally remain
constant over time, they can sometimes
change considerably or simply evolve,
so colour decisions must be based on
current information.
Colour messages
At the seminar, Wong reviewed today’s
messages represented by some of the
main colours:
❖ Red elicits the strongest
of emotions in every culture, she
maintained, describing the colour
as “captivating”, “exciting” and
“provocative”. Associated with fiery
heat and warmth, it increases the
metabolism by 13%. Its connotation of
vitality makes it a good colour for sports
activities and sports drinks. Red is an
attention-getting colour, she explained,
but it dominates the surrounding
colours, so it must be used judiciously.
Red is the most accepted bright colour
for brands across cultural boundaries,
because it connotes excitement and high
energy in all parts of the world. She
pointed out that in most Asian countries,
red is associated with good luck, joy,
prosperity, happiness and long life.
Combining red with magenta and
purple creates an elegant, cultivated
and, refined image, she said, which can
be used to advantage when promoting
luxury products.
❖ Pink captures some of the essence
of red, but is more playful, theatrical
and bold. Hot pinks radiate high energy,
beauty and sensuality, while the lighter
pinks and roses connote sweetness and
innocence, she said.
As you have only three seconds
to catch a consumer’s attention
on average, the first impression
a colour makes is critical from a
product marketing perspective,
and managing the psychological
meanings of colour is key to
communicating your story and
making an emotional connection
with your audience.
Retail Asia June/July 2018
19