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Massage Today
February, 2007, Vol. 07, Issue 02

What Color Is Your Marketing?

By Colleen (Steigerwald) Holloway, LMT

Product manufacturers have been using the power of color in their marketing campaigns to boost product sales for years. Color influences brand identity in a variety of ways, and it can both help and hurt your product sales.

For example, Heinz recently expanded its ketchup "color palette" beyond basic red by adding EZ Squirt Blastin' Green, which resulted in more than 10 million bottles sold in the first seven months following its introduction. That's $23 million in sales and the highest sales increase in the brand's history. All this resulted from a simple color change.

It's also no coincidence that McDonald's advertises using the colors red and yellow. Research shows that these bright colors trigger excitement, happiness and comfort. The bright hues encourage diners to eat and leave quickly.

The colors you use in all of your marketing, whether business cards, brochures, stationery, Web site, signage or even your office decor, play an important role in branding your business and boosting your sales. To determine which color will help your business and motivate people to buy from you depends on the message you want to convey. Because color triggers a variety of emotions, it's helpful to know what effect each color will evoke. In general, red, orange and yellow stimulate excitement, while purple, blue and green are calming colors. Blue is one of the most popular colors used for businesses.

Here are some general color guidelines to show you what emotion each color conveys.

If you are serious about maximizing your business profits, take a look at the colors you use in your marketing and identify whether your marketing colors stimulate sales or deter them.

Girl laying in rose petals. - Copyright – Stock Photo / Register Mark
A clump of green grass. - Copyright – Stock Photo / Register Mark
A man in a tuxedo. - Copyright – Stock Photo / Register Mark
excitement, strength, passion, speed, boldness, determination, desire, courage
nature, fresh, cool, growth, abundance, harmony
sophistication, formality, seductive, mystery
Sunflower. - Copyright – Stock Photo / Register Mark
Woman blowing up pink balloon. - Copyright – Stock Photo / Register Mark
A stack of gold coins. - Copyright – Stock Photo / Register Mark
warmth, sunshine, happiness, comfort, energy
soft, sweet, security
prestige, expensive, elite
Woman holding laptop computer. - Copyright – Stock Photo / Register Mark
A man dressed as a king. - Copyright – Stock Photo / Register Mark
A silver goblet. - Copyright – Stock Photo / Register Mark
trust, reliability, belonging, loyalty, professionalism
royal, spirituality, dignity, nobility, luxury, elegance
prestige, cold, scientific
Older woman juggling oranges. - Copyright – Stock Photo / Register Mark
A woman in a wedding gown. - Copyright – Stock Photo / Register Mark
playfulness, warmth, vibrant, enthusiasm, creativity
pure, clean, youthful, innocence, simplicity

Click here for previous articles by Colleen (Steigerwald) Holloway, LMT.


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