Creating New Marketing Ideas Through Color Power

Brand marketing needs to emphasize color factors, while brand color marketing needs seven seconds theory.

Liang Yong, vice president of China Fashion Color Association, put forward the color marketing idea of brand in the "2005 Annual Academic Conference of Chinese science and technology - color science application and development branch".

In the era of "eyeball economy", how do we make products, especially new markets, attract consumers' attention and arouse their desire to buy?

Liang Yong explained that in marketing, there is a "seven second color" theory, that is, the knowledge of a person or a commodity can be kept in the impression of people in seven seconds in the form of color.

In the era of personalized demand marketing and dominant market, color plays an important role in brand marketing competition.

Color, as one of the most important external characteristics of products, often determines the fate of products in the minds of consumers, and the competitiveness that it creates is low cost and high added value is more powerful.

The same color of a product often makes it very different in popularity. Products with beautiful colors seem to be of higher grade, which is the effectiveness of color utilization.

Today, with the increasing homogenization of products, in the era of product personalized demand leading to marketing, products can jump out of the first time and quickly lock the eyes of consumers with stunning colors.

Why do most consumers in China prefer foreign products?

Liang Yong said, to a large extent, this is because the packaging or appearance of foreign products is too beautiful, or their colors are much richer than those in China: the charming tone of blue, the profound quality of silver, the tranquility and elegance of white, the passion of red, and the publicity of yellow vigor.

Color is an important basis for people to identify and understand things. People give specific cultural connotations to express their feelings of happiness and disgust.

The effect and glamour of color can often represent the image of an enterprise, become the characteristics of an enterprise and give people a strong impression.

Liang Yong said that color, as one of the most important external characteristics of brand, is an irreplaceable world language.

However, due to the different cultural backgrounds, the cultural orientation of countries in the world is different. Color marketing must be in harmony with color culture, otherwise it will fail.

Especially when our products enter the international market, we should let the color marketing not only reflect its brand characteristics, but also meet the target culture's positioning.

According to Liang Yong analysis, many domestic brands are weak in their ability to use colors. They dare not use rich colors. They are afraid that consumers can not accept them. They believe that the insurance coefficient of blue, gray and black is large, which makes many products unable to satisfy consumers' desire for fashion, so they can not get the added value of colors.

In contrast, foreign brands are very mature in their application of color, and they often gain more color value by color.

"Color is most likely to be associated with the market, and the value and exploitable value of the market are great."

Liang Yong said, on the one hand, we should take full advantage of color changes to catch the eye of consumers. On the other hand, when choosing colors, we must pay attention to the characteristics of the times and conform to the trend. At the same time, we should reflect the value of colors in terms of gender differences, age differences and cultural differences, form the relationship between color differences and commodities, and consumers, and radiate the awareness and attitude towards the brand personality of products, and enhance the attractiveness and competitiveness of the brand.

The application of color of consumer products has become one of the core competitiveness of many enterprises and brands. Whoever masters the application of color will take the initiative in market competition.

Liang Yong said that in the seven seconds that a person pays attention to a product, most people decide that the first element of choosing a purchase is color, and that color can increase the value of its products on the basis of increasing the cost of products. This is the power of color.

The implementation of the brand's color marketing strategy is to use the color communication mode, through brilliant bright colors and harmonious collocation, to convey the color world created by the brand.