| Make no mistake that emotions are the driving force | | | | Apparently impulse buyers lean towards red-orange, |
| behind sales, and customers making buying decisions | | | | black and royal blue, and those who plan ahead prefer |
| can be influenced through visual elements towards a | | | | pink, teal, light blue and navy.3. Status - Colour |
| particular behaviour or emotion that will encourage | | | | preference is influenced by our standard of living; |
| more sales.Not convinced? Have you noticed that a lot | | | | brighter bolder colours appear to attract those on a |
| of restaurants are decorated in/heavily feature reds | | | | lower income, whilst those targeting higher income |
| and/or oranges? Still not convinced?Pizza Hut | | | | brackets should use more subtle colours.4. Geography |
| Frankie & Bennys | | | | - The geographical location of your target market |
| Burger King | | | | should be considered when making colour choices; |
| Little Chef | | | | those in Latin America for example will prefer stronger |
| TGI Friday | | | | colours, whilst those in colder regions are attracted to |
| Bella Pasta (one of the few to focus on Orange | | | | neutrals.Finally, in many cultures the following colours |
| rather than red)These major players understand the | | | | have the following marketing potential:Red - The colour |
| psychology behind colour and its relationship to | | | | the eye perceives the quickest (although apparently |
| marketing which dictates that red and orange | | | | research has indicated that middle aged and older |
| specifically encourage restaurant patrons to eat faster; | | | | people can find it hard to see this colour). Red can |
| thus yes you guessed it - increasing sales within the | | | | represent energy, speed, anger, danger (blood), |
| same period of time.Red is known as an emotionally | | | | excitement, strength, sex.Blue - A cool colour preferred |
| intense colour, stimulating a faster heartbeat and | | | | by most Europeans, especially men, it can hint at trust, |
| breathing. Orange is also an emotional stimulant.It's | | | | and reliability.Yellow - Warm and stimulating like the sun, |
| entirely possible you are suddenly frantically realising | | | | and encourages feelings of happiness, especially |
| that you haven't considered this at all when choosing | | | | preferred by young people if not used in excess. Can |
| your brand design and associated marketing materials | | | | also be associated with betrayal however.Orange - A |
| and are now wondering whether you are maximising | | | | warm vibrant shade without being reminiscent of |
| your sales through the use of colour psychology.Luckily | | | | danger or aggression as in red, good for encouraging |
| there's no need to panic and start planning a complete | | | | impulse purchases.Green - Fresh and cool; associated |
| (and potentially expensive) re-branding exercise.Even if | | | | with nature, growth, and hope, but also with illness and |
| you didn't initially consider this, it's not too late to do | | | | superstition.Purple - Has links with religion (Cardinals), |
| something about it, there's no reason why you can't | | | | and can also be seen as a royal colour and therefore |
| work with your existing brand colours and perhaps | | | | is often linked with spirituality and dignity.Pink - Soft, |
| work new colours into your scheme that will work | | | | nurturing, and security and is used a symbol of love |
| harder to encourage those sales - infiltrating the | | | | and sweetness. Too much pink can be seen as |
| correct colours through your brochures, web site, | | | | childish.White - Purity, cleanliness, and is associated with |
| stationery and so on.This way you use colour | | | | nature and light. Take care; in Asia this colour is |
| psychology to strengthen your message yet whilst | | | | connected with mourning.Black - Can see seen as |
| keeping the same brand that customers may have | | | | sophisticated, and elegant, or mysterious but does |
| already become accustomed to seeing and have | | | | symbolise death and the occult also, however if used |
| already 'bought into'.Now that you are aware that you | | | | in the right way (as it is often used with prestige/luxury |
| can do something about your glaring error ;-)) - here | | | | products), such as when combined with gold, it can |
| are some tips:1. Culture: If you trade globally, remember | | | | create a chic exclusive feel.Gold - Prestigious and |
| that colours can have a different interpretation in | | | | royal colour; expensive.Silver - Can also be prestigious |
| different cultures - for example in Chinese culture, | | | | if used correctly, or to impart a 'scientific' association. |
| white is the colour of death.2. Shopper Habits - | | | | |