Professional Documents
Culture Documents
Society
Abby Baker
March 8, 2017
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Picture the Coca-Cola brand. What color is it? Consumers are bombarded with thousands
shows. In response to the overload of persuasive information, the human subconscious organizes
the information by involuntarily associating each advertisement or brand with its respective
attributes such as color or emotion. Because advertisers realize colors importance and impact on
the human mind, they use color as a tool. Therefore, advertisers and marketers employ color in
subliminally and consciously on the consumer society. The purpose of this paper is to discuss
the cultural and evolutionary implications of color, to explain the physiological effects of color,
to describe the subconscious and conscious influences of color and advertising, and to establish
Have you ever been to the grocery store and noticed there are many different brands of
mustard but only one prominent brand of ketchup? For many consumers, recalling their trusted
ketchup brand will lead to an almost unanimous agreement on the Heinz brand, but naming
mustard brands diverges rapidly from Frenchs to Grey Poupon to an arraying of others.
However, some decades ago, one brand of mustard dominated. Today, the balance shifted.
Though the Grey Poupon brand leads in total sales, many varieties of mustard line shelves while
Heinz ketchup dominates. The phenomenon is caused by a shift consumer perception of the
brand. Evidently, consumer perception of brand influences the masses of consumers who buy the
complimentary goods of ketchup and mustard every day (Gladwell, 2013). Though they are
compliments of demand, ketchup and mustards marketing technique draws an impermeable line
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between the two. According to Malcolm Gladwell, author of The Ketchup Conundrum,
Heinzs marketing evokes all five of the senses which causes the brand to be perceived as more
personable. However, mustard brands fall short in branding and advertising influences on the
population, causing total mustard sales to be divided by an array of various brands. The ketchup
and mustard phenomenon shows the value and importance of tactful advertising and marketing
techniques such as the employment of color in branding. Though not directly related to color in
advertising, Gladwells marvel shows the unique and powerful influence of thoughtful and
skillful advertising and marketing and is similar to colors role and influence in consumer
society.
inherent, embedded in the human subconscious through human nature and predisposition, similar
instill emotion or meaning in color such as the relationship between love and the color red. The
influence of color originates from humanitys hunting and gathering ancestors whom, experts
hypothesize, developed trichromatic color vision to understand the emotional states, socio-
sexual signals, and threat displays of their brethren (Bortoli, 2011). Color originated from
necessity and functioned in the communicative capacities of early individuals. Color vision was
developed to aid the communicative and empathetic abilities of the first humans, similar to
colors communicative and emotional role in the modern consumer society. In consumer society,
color is used to indicate emotion, self-express, focus attention, and aid in communicative
functions. Therefore, colors embedded and initial purpose within human society is still
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prevalent in todays consumer society, and colors impact has evolved with the evolution of
humanity.
In the evolutionary period of humanity, ancient humans told stories by painting across
cave walls in the color red (Wolfson, 2014). Since first indication of human communication,
continuing throughout modern society, the color red is used frequently. In todays society the
color red is used commonly in advertising and branding, stemming from its role in humanitys
evolution. The color red, the color of blood, indicated fear and nearing danger for hunters and
gathers causing the color to be highly regarded, feared, and employed in early human society.
The color reds source of instinctual and emotional impact transcends throughout the evolution
of humanity and yields a similar impact in todays consumer society. However, the evolutionary
influence of color is not the only factor which affects how consumers interpret and evaluate color
in modern society.
give colors different connotations. For example, wealth and money are often symbolized with the
green color, and the color yellow indicates optimism or clarity which is seen in brands such as
Nikon and Best Buy (Kaplan, 2017). Additionally, blue indicates calmness, trust, or
dependability in Americas consumer and cultural society, and the color green indicates growth
or health which is employed in brands such as John Deer and Wholefoods. However, the
indications and connotations of color drastically differ throughout cultures, and a single color
may have extremely diverse implications in different cultures. For example, in Asian, orange is a
positive color symbolizing enlightenment whereas in the United States the color orange often
symbolizes road hazards and construction (Bortoli, 2011). The implications and uses of color
differ throughout the various and diverse consumer societies across the world. Consequently, as
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cultures give color values and significance, perception changes, and thus, the emotional response
to color differs culturally. To produce a general societal perception of color requires the
influences of color both culturally and evolutionarily. Therefore, human perception and value of
color originate from evolutionary and culturally generated instincts and prototypes which form
Because human perception of color relies on cultural and evolutionary influences, color
elicits a subconscious physiological response when presented to the viewer. For example, colors
producing longer wavelengths such as red and orange increase heart rate (Kaplan, 2017). This
occurs because color such as red, the color of blood, symbolized danger to evolving humans,
increasing viewer heart rate. Viewer heart rate increases on a level undetectable to consumers,
allowing the physiological reaction to stimulate the heart rate subconsciously. Similar to
subliminal advertisings influence, increased heart rate grabs consumer attention, provoking the
consumers mind on an emotion level. Furthermore, consumer heart rate augmentation stimulates
the minds formation of emotional connections to advertisements and brands (Lee, 2011). As
color affects consumers physiologically, consumers attribute emotions to the presented color. The
relationship between color and physiological effect on the body shows colors subconscious
response to color allows marketers and advertisers to manipulate color in branding and
marketing.
Colors have an influence over emotions. They are important in the formulation and
construction of certain emotional connects to product brands and logos (Lee, 2011).
Researchers believe humans instinctively associate colors and emotion because emotions and
color vision are both processes in right hemisphere of the brain. As color wavelengths are
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processed by the right hemisphere of the brain, humans associate emotions with color inherently.
implications, marketers and advertising often construct brands with colors that stimulate a
physiological response within the consumer. For example, the color yellow stimulates heart rate
instinctually (Kaplan). Therefore, the famous brand Cheerios uses their iconic yellow-colored
boxes to grab consumer attention on the shelves of grocery stores. As advertisers employ colors
to stimulate heart rate, the color is simultaneously processed in the right hemisphere of the brain.
As color is processed and heart rate is augmented, an emotional response is associated with the
bodys elevated state of attention. Because colors elicit an emotional response, marketers
tactically design advertisements and brands to produce a subconscious effect on the consumer
population.
"Color works its effect on us to the extent that even our highest-level cognition and
intelligence are biased by low-level impressions (Wolfson, 2014). Colors functions identically
Subliminal advertising and messaging work by targeting the active human subconscious by using
statements or references which evoke emotion (Does subliminal advertising actually work?
product color, brand and product color target the consumers subconscious, evoking an emotional
response associated with the product. Subconscious advertising influences consumers through
employment of color in products and branding. However, color functions differently when
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When processed consciously by consumers, meaning individuals intentionally observe or
identify aspects of the product, color functions by creating a positive mental image of the brand.
Successful advertising causes consumers to associate positive memories with the product or
brand (Hollis, 2011). Therefore, when consumers view the product, they are flooded positive
memories. These positive memories will grow trust between the consumer population and the
brand. Additionally, colors which society culturally gives positive connotations, colors that form
the middle of the spectrum, are used by advertisers to create a positive perception of their
product. Research shows advertisers success in influencing consumers to create positive mental
images of their product will increase individual purchasing power of the brand (Finke, 2016). As
color produces a positive association with the product or brand, consumers are more likely to
purchase the product than other product brands which do not create a positive mental image to
consumers. Therefore, colors conscious influence over consumers has increasing significance in
modern society as more brands begin advertising and marketing to target consumers conscious
minds.
advertising, causing marketers and advertiser to select brand and product color tactfully. Color
influences consumer perception; however, what is the role of color within consumer society?
Color function prominently as an attention-grabbing tool. Research has found that color is thirty-
two percent more effective in attracting attention than product shape, size, or sound (Dowd,
2013). This shows the importance of color when creating product brands and the value of color
to brand developers. Because advertisers and marketers employ color to increase heart rate, this
strategy causes focused attention by consumers. Additionally, research studies have concluded
that about 6290 percent of the initial, consumer assessment [of products] is based on colors
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alone (Singh, 2006). Because color is important to initial assessment, marketers and advertisers
strive to grab the audiences attention. Therefore, color functions predominantly to attract
consumer attention by employing colors which increase individual heart rate and associate the
evolving consumer society, advertisers and marketers use color to differentiate products and
employ color to allow positive associations with product brands. The differentiation of product
brands by color is important in the competitive market (Fong, 2015). Product differentiation is
important to industries which desire to increase demand for their product. Therefore, they
employ color to grab consumer attention and generate positive association with the product
brand. Positive associations allow consumers to build trust in product brands, increasing demand
for the product. Accordingly, research has found correlation between color for product and
consumer purchasing intent (Ciotti, 2016). For example, Apple employs the color white,
allowing consumers to perceive the product as clean and new. Consumers form trust in Apple
because of the positive associations formed with the color white. Apples tactful use of the color
white has allowed the company to build trust in the consumer population as it promises
Between 1920 and 1930, the famous cigarette brand, Lucky Strike, faced problems when
marketing their products to female consumers who did not buy Lucky Strike Cigarettes (Heath,
p. 524). Marketing analysts discovered women did not buy Lucky Strike Cigarettes because its
green-colored casing conflicted with their clothing. By employing tactical marketing techniques,
Lucky Strike advertisers were able to reintegrate the color green into womens fashion by
generating media attention in womens magazines and newspapers. Lucky Strikes new
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campaign was a success, and use of green in womans fashion spread throughout the country.
Lucky Strikes success in promoting the color green by changing societal opinion revolutionized
the influence of advertising. Their success brought awareness to the power and impact of
effective advertising which is prevalent on a larger scale in todays consumer society. Lucky
Strikes sensation in the twentieth century shows the ongoing and constant power of color to
but only approximately twelve grab their attention, and successful advertising through the use of
color causes this phenomenon (Ellens, 2015). The function of color in consumer society is multi-
faceted. Colors subconscious influence is formed through the relationship between physiological
responses produced by color and its cultural and evolutionary implications within society. Color
is most universally used as a prominent and significant influence throughout consumer society.
Color grabs audience attention and associates brands with positive mental images to develop
trust between the consumer and product. Colors importance in society has stretched from early
human civilization to modern society and continues to impact the lives consumers each day.
In todays society, it is important to realize and understand the powerful grip of color and
advertising on consumers. The meaning and implication of color change throughout cultures, but
tendencies in relation to societal perception of color. The implications of color in todays society
allow consumers to formulate perceptions of products from the branding colors. In a color-driven
consumer society, identifying the colors of the Coke-a-Cola brand is not difficult for the majority
of the consumer population. Therefore, advertisers attempt to manipulate the perception of their
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products using color to grab consumer attention and contribute specific emotions to products and
product brands.
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Works Cited
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Ciotti, G. (2016, April 13). The psychology of color in marketing and branding. Entrepreneur.
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Does subliminal advertising actually work? (20 January 2015). BBC News. Retrieved from
http://www.bbc.com/news/magazine-30878843
Ellens, J. (2015 August 7). Effective marketing appeals to emotions instead of reason.
Entreprenuer. Retrieved from https://www.entrepreneur.com/article/249121
Finke, R. (2016). Theories relating mental imagery to perception. Psychological Bulletin, Vol 2,
Sep 1985, 236-259. Retrieved from http://dx.doi.org/10.1037/0033-2909.98.2.236
Fong, K. (2015 October 12). Emotions and advertising: how we connect to brands. PRNewser.
Retrieved from http://www.adweek.com/prnewser/emotions-advertising-how-we-connect-to-
brands/118515
Gladwell, M. (2013). What the dog saw: And other adventures. New York: Little, Brown and
Company.
Hollis, N. (31 August 2011). How good advertising works (even when you think it doesnt). The
Atlantic. Retrieved from http://www.theatlantic.com/business/archive/2011/08/why-good-
advertising-works-even-when-you-think-it-doesnt/244252/
Lee, D. (15 January 2011). The influence of color on physiological response. NeuroJass.
Retrieved from http://jass.neuro.wisc.edu/2012/01/Lab%20602%20Group %207%20The
%20Influence%20of%20Color%20on%20Physiological%20Response.pdf
Singh, S. (2006) "Impact of color on marketing", Management Decision, Vol. 44 Iss: 6, pp.783
789. Retrieved from http://www.emeraldinsight.com/doi/pdfplus/10.1108/00251740610673332
Wolfson, E. (29 January 2014). How color shapes our lives. Retrieved from
https://www.theatlantic.com/health/archive/2014/01/how-color-shapes-our-lives/283376/
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