The colour therapy

Retailers today use colours as a strategy to influence the decision of a buyer.
The colour therapy

Colour in the most literal way means the elements of white light, but this definition has nothing to do with the meaning of colour. Colours are very much associated with mood, taste, tradition, history and list goes on. For communists, the colour red denotes struggle, freedom and blood, whereas for young couples, it is a symbol of love, passion, heart, etc. Colours have often been used by the marketing geniuses to establish a link between the products and their potential buyers. ‘Rascal Red’ is a campaign initiated by Dulux paints to engage youth who are passionate, colour conscious and have a liking towards something catchy.


Colour categorisation

The study of colours can be categorised on the basis of different levels of spaces around us.

• Skin

• Fashion

• Interior

• Car

• Exterior

All of these levels are associated with certain popular colour, which denote the mood of the masses. Almost 65 per cent of the cars across the world are painted with white, black and silver. In the case of fashion and clothing, blue is the most preferred colour by as much as 38 per cent of the world population knowingly or unknowingly wear blue on a regular basis.

The use of colours also shows the liveliness of the people in a particular part of the world. India which happens to be one of the most colorful countries is less coulourful if compared to Italy which in a survey done by Akzonobel group were the most colorful and lively people in the world. In the same analysis, Netherlands was the place where people are very much repetitive, again proved by the excessive use of safe colours like black and white and off white.

Colours and their associations

It is clear that colours communicate meaning. Besdes the use of other marketing initiatives which includes experience centres and launch of new products, brands are now leveraging colour therapy as a tool to engage customers. Brands across retail have realised the potential colours have and working around it to woo a customer. The truth of the matter is that people are comfortable when colours remind them of similar things. For example, a soft shade of blue triggers associations with the sky and a psychological sense of calm. Although there are no absolutes, there are logical sources for the range of complex and sometimes contradictory psychological/cultural meanings of colours.

Contemporary use of colour

Colour applications to objects, sports, and associations generated by modern conventions and trends. Today, blue has been a hip and trendy color in fashion and advertising as the nation becomes high on cricket more than often. ‘Bleed blue’ was a campaign launched by Nike in support of Indian cricket team and cashing on the cricket crazy nation. Green is another very popular colour used by companies as this colour has a universal appeal to masses as the eco friendly colour. 

Trends this season

The 2012 palette is really a statement about light and shadow. Luminous and somewhat transparent colours that are influenced by new materials will be popular in interiors. People are moving toward luminosity, phosphorescence and coloured lights to showcase interior walls or surfaces.

Dark red conveys wealth and sophistication, and is said to boost self-esteem. For the same reason this colour finds an extensive use in the luxury products. Green is the colour for most of the healthy and organic food products’ packaging.

Dulux Paints has forecasted ‘Red’ as the colour of the year. According to their report, warm reds, yellows and oranges will dominate. A preference for red will also reflect the influence of Asian cultures, in which red, the colour of prosperity, plays a key role.

Life is complex and so are colours. Retailers with respect to colours have now started using a lot of R&D to may way into a customer’s heart and offer what best suits them.

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