SETTING THE TONE
Choose colors carefully when remodeling
your store or revamping packaging - they convey more than words ever could
Color is a persuasive factor in how consumers perceive companies. "In
a landmark 1995 decision, the Supreme Court deemed color such a potent brand
identifier that a particular shade alone can serve as a legally defensible
trademark," according to Marketing Tools magazine.
Up to 60% of a customer's first impression of a new product or display
comes from its color, B.J. Eichhorn, president of BJ's Lifecode Merchandising
in Mission Hills, KS, tells Marketing Tools. Lifecode Merchandising is an
exterior/interior design consulting company that advises companies on gearing
their colors and other design elements to their particular geographic and
These days, blue is the favorite color of Americans, favored by 35% of
the population, according to a Roper/Pantone Consumer Preference Study cited
in the magazine. Next comes green, named by 16% of respondents. Shades of
purple got 10% of Americans' votes and red, 9%.
"That does not mean that everyone should dye their packaging and
products blue," Marketing Tools warns. "Color marketing is not
that simple. One color can send different messages to different groups of
people." For example, Caucasians select red as the color that best
conveys a sense of power. For African Americans, however, the power color
is black, and for Hispanics, it's bright blue.
This raises an interesting question about color preferences in future
generations. Children love neon colors, the brighter the better, and their
preference may be strengthened by their exposure to the eye-popping shades
they see on their computer monitors, the magazine points out. Will the computer
revolution bring a color shift toward ever more vibrant hues? And what will
that mean for Tiffany blue?
Copyright © 1998 by Bond Communications.