CORRELATION BETWEEN COLOR SELECTION IN MARKETING COMMUNICATIONS WITH PERCEIVED PRODUCT QUALITY IN THE SKINCARE INDUSTRY
Creators: name: Mihaljevic, Marta
Publisher: name: figshare
Year: 2023
Subjects: Marketing communications

description: This paper describes the importance of color, not only in marketing communications and branding but also in ways that it affects the average human being on a day-to-day basis. <br> In this paper, we explore the history of colors, and how certain colors began to be perceived in ways they are perceived today. Choosing the right color, whether it is for a new product or the company logo, can be extremely beneficial for a brands’ or products’ success, and it can be extremely damaging if done incorrectly. The colors as we see them today also have a big effect on web design and many other services closely related to marketing. Get started now by learning everything you can about colors and marketing to make the most out of your marketing communications and web development. Companies like digital silk provide digital branding services and pay very close attention to colors when creating brand strategies for the brands they represent. <br> <br> Emotional bonds are the strongest of them all, and with color, we can evoke emotion and create long-lasting consumer relationships. Different colors are said to have different psychological effects. Did you know that the color white is often described as calming and relaxing? This is why it is often used in specialized home care. <br> This paper aims to have all the necessary and relevant information in one place when choosing a color for a brand or product. For the purpose of this paper, a study was conducted amongst participants within the 18-30 age group. The study was separated into two parts to ensure any biases would be avoided. The purpose of the study was to try and establish the connection between color and perceived product quality in the skincare industry. The results provided insight into how colors are perceived in the skincare industry. Participants perceived white and black products as the most suited products for their skin types. <br> Brands have been using color to advertise and present their products to people for centuries. Understanding color psychology and the history behind each color can really help brands when creating and launching new products. Every culture has its own perception of certain colors, and brands that want to be globally recognized can benefit from researching what each color represents in the culture they are targeting. Each specific color has its own history, and can affect peoples' emotions both positively and negatively. Color psychology can be used strategically and can help brands understand how color affects consumers' impressions of their brands. Throughout this paper, it has been established that color has a significant impact on consumers' emotions which in return affects their buying decisions. Understanding that people associate blue with beautiful blue skies and the ocean, and brown with dirt and feces is very important when deciding on which colors to choose for a certain product. Black used to be reminiscent of death, mystery, and while that still holds true, it has become the color of luxury, style and class. Companies that understand color are more likely to be able to create eye-catching products, and create comfortable shopping enviroments resulting in bigger sales. Depending on the industry a company is trying to break into, getting the right color could be what makes or breaks the brand. It is vital to understand the emotional connotations a color can have which is something that all humans experience on a subconscious level.