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Group Members:
Ho Yee Wen
Ho Mun Yee
Nur Zatil Isma
Saidah Salim
Siti Farhana Zainudin
ANALYSIS OF HOW
COLOUR IS USED TO
MOTIVATE CONSUMERS
PURCHASES
DIFFERENCES IN
COLOUR
INTERPRETATION
BY VARIOUS CULTURE
Ho MUN
YEE
Introduction
Colour psychology
concerned with the effects of
colour on mood, emotion & behaviour
applied in marketing, advertising,
& promotion of products/ services
Buying Behaviour
Decision process:
search for select purchase use &
dispose
of products/ services
to satisfy needs & wants
Influenced by consumers emotions &
perception of the product
Colour Research
Human brain receives signals faster
through eyes than ears
Initial viewing (people/ product)
Within 90 seconds
Make subconscious judgment
62-90% of the assessment is based on
colour alone
Source: CCICOLOR - Institute for Colour
Research
Colour Research
Colour Research
Cool Color
Ho Yee Wen
Blue
Green
Blue-green
Purple
Blue-purple
G
R
E
E
N
Advertising
Make customer feel
welcomed
Suitable for
advertisement of
advisors, banks, and
accountants
Product packaging
Show quality of product
Signalizes the product is
healthier
B
L
U
E
A overwhelming favorite
color
The color of ocean and sky
Symbolized:
trust
loyalty
wisdom
confidence
dependable
truth
Advertising
Make people feel calm,
loyal and trustworthy
Suitable for:
Travel agencies
Pharmacies
Banks
Medical Supplier
Weight loss centers
Product packaging
P
U
R
P
L
E
Elegance
Fantasy
Royalty
Status
Creativity
Luxury
Advertising
A luxury color (can
give quality to cheaper
product)
Beauty products to
make it look luxurious
Attract attention of
women
Product packaging
Special
Good
quality
WARM COLOR
Siti Farhana
RED
Powerful color
Represent the feeling of action
passionate, powerful,
aggressive, blood, love, energy,
excitement, hunger and heat
Most often attract attention
Psychological effect: hot, bold
and angry.
RED:Ads
Easily attracts attention and
make people hungry
Pizza Hut, McDonald, Kentucky
Fried Chicken (KFC)
ORANGE
Orange is the color
combination of red and
yellow.
It is warm and welcoming
colors that will make people
feel comfortable and
affordable
Very synonym with citrus
fruit - positive psychological
effect: freshness and joy
ORANGE: Ads
[Action Button] : buy now,
register now
YELLOW
Bright color - can attract a lot of
attention
Psychological responses: young,
rich, happy, imagination,
creativity optimism, hope,
philosophy, non-dishonesty,
enlightenment and intellect
YELLOW: ads
Cheerful color, fun and full of energy :
very synonymous with children's toys
EASTERN CULTURE
Saidah Salim
Black
- Black is seen as powerful
and expensive in the China,
Japan and South Korea.
- In China, black is perceive
as a high quality, formality
and masculinity.
- In India, black is associated
with dullness and stupidity.
Red
Associated with
luckiness, energy,
happiness and
celebration.
In china, red is used
frequently on packaging,
restaurants, and on
buses and taxis.
Associated with brides
color in China and India.
Used by Koreans and
Indians for everything
from cars to lingerie,
cosmetics and bridal
Green
In India, green is
associated with Islam.
In Japan, green is life
and good taste.
In China, green is
associated with
infidelity and it not
received well as the
primary color for
packaging.
Yellow
In china, yellow is
royal, authority and
good taste.
In Japan, yellow is
courage.
In India, yellow is the
color of commerce.
Blue
-
White
White is often associated
with coldness, mourning
and sadness.
In China, white is
symbolizes as death,
mourning and
misfortune.
In India, white is relates
with unhappiness, death
and rebirth.
In Japan, white is
mourning.
Purple
Purple is associate with
nobility and wealth.
China, South Korea and
Japan associates
purple with expensive
product.
Purple is not
recognized in Indian
societies.
Differences In Color
Interpretation By Various
Culture
Western
Cultures
Nur Zatil Isma
WHITE
Weddings,
peace, purity,
cleanliness,
holiness,
quiet
Evil
Sin
Death
BLACK
Sophistication
Grievanc
e
Formal
Wear
Elegance
BLUE
Water, cool, relaxed,
freshness
Masculinity: USA,
Sweden
Femininity: Belgium,
Netherlands
YELLOW
Happiness, Felicity,
Glee, Cowardliness,
Illness
RED
Provocative,
Warning,
Danger,
Bravery, Love
And Romance
ORANGE
USA: energy;
energetic,
cheerfulness and
warmth
Spain & Portugal:
blood and aggression
Canada & USA:
refreshing, danger
GREEN
USA: Environment, growth, money,
youth, immature and newness
North America, USA & Canada: Jealous,y
illness
Spain and Portugal: Racy, cheap and
sexy
Eastern Europe & Greece: Divinity,
wisdom
PURPLE
USA: richness, luxury, power, mystery,
religion and maturity
Canada, USA, Western Europe, Italy:
Nobility
UK: Royalty
Mexico: Anger and Envy
Brazil: Mourning