The Color of Attraction

Opposites attract, the saying goes, but in advertising and marketing opposites compete.  Opposite colors, that is. The rule in marketing is you should use the color opposite of your competition. Red and Blue, opposite colors on the color wheel, are the most popular colors used in brand marketing. There’s a whole arsenal of branding, marketing and advertising tactics that are used in order to make your product overall more competitive and attractive to consumers, the most obvious of which is color. Marketers suggest that you figure out what reaction you want to get for your brand from your target consumer and chose a color that impacts on the consumer in that way. Do you want to impress, inspire action, suggest authority or power or imply strength and vitality? 

Advertisers and Marketers suggest competitors use colors directly opposite theirs on the color wheel.

The Psychology of Color

Emotions play a huge role in purchasing. Companies want you to reach that part of the consumer that bypasses the analytical brain.  Color implores us to feel a certain way about the product or about ourselves. It is the vehicle which drives the message to us or brings us to the message. Color affects your perception of a product or brand by evoking  emotions and associations.  You want your product to appeal to a consumer on an instinctive level calling for them react. Color will do that.  

Red vs. Blue

Psychologists have examined the impact of color on the subconscious mind for decades. This is how it works. Colors have a positive or negative impact within 90 seconds of seeing them. Internet ads run only 30 seconds, so that flash of color has to be prominent. The perception of color is determined by how the eye reacts to it. The retinas in the eyes have receptors for color called cone cells. The cone cells measure Red light, Green light, or Blue light.

The two most popular colors are Red and Blue. The eye focuses red light behind the retina so red light appears to be moving towards you, implying energy or calling for action.  Blue light is focused in front of the retina so objects appear to move away from you, invoking calm and dignity. Red suggests strength, excitement, energy, passion, vitality, aggressiveness and commands attention. Psychologically it suggests action. In business it implies boldness and power (remember the power suit women wear). Blue suggests leadership, authority, dignity and security. Psychologically it suggests power. In business it is associated with leadership.

There are many studies, not necessarily relating to marketing, examining how blue and red play a role in overall attitude and behavior.  Red is said to make people work harder and improve memory. Blue can make them more creative, help you think out-of-the-box. The same study conducted by the University of British Columbia says that Red subconsciously implies dominance.  It certainly does it for the bull, after all.  Red rooms in restaurants are said to make people hungrier and thirstier. Frankly, there are many more studies on the impact of these two colors than I expected.  If I were going to chose one or the other, I’d research them all.

Color: The Other Coke and Pepsi Challenge

Red and Blue played a significant role in the dominance of one of the global soft drink market’s two major brands, Coke and Pepsi.  128 years Coke became the first soft drink in the sweet, dark cola category.  Coca-cola, by being the first in the cola category to take a market position, is now forever identified with the word cola and the word cola will always be associated with Coca-cola or Coke.  When I say cola—you say Coke.    It’s still number one today. Attributable to this was Coke’s utilization of Red as its color choice which was a major decision in their marketing strategy. Pepsi, in second place, uses primarily Blue, but also Red.

Color is so significant the U.S. Trademark law allows companies to register their colors as a trademark. The company must be prove that the color is distinctive in relation to their product and is associated with their product. .  There is a lot to consider if you are using color in advertising or marketing, and everywhere else for that matter.  Something to think about.