Exciting red and competent blue: the importance of color in marketing

@article{Labrecque2012ExcitingRA,
  title={Exciting red and competent blue: the importance of color in marketing},
  author={Lauren I. Labrecque and George R. Milne},
  journal={Journal of the Academy of Marketing Science},
  year={2012},
  volume={40},
  pages={711-727}
}
From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles of… 

Influence of Colors as a Key Element in Consumer Marketing

Despite the undeniable importance of color in advertising and marketing communication in general, the number of color impact studies in these areas is very scarce. Colors are one of the most

The Value of Color Research in Brand Strategy

Is color more than a design? The following research discusses the science of color to consumer perception and the value of that color research to consumer-brand relationships. Specifically, it

Color Psychology in Marketing

The purpose of this research was to review the psychology of colors in marketing. People make their minds about product or people within 90 seconds. About 62 to 90 % of a product or people assessment

Roses are red, violets are blue, sophisticated brands have a Tiffany Hue: the effect of iconic brand color priming on brand personality judgments

Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality. Although previous research has examined generic color meanings (e.g., purple is exciting, gray is

Color associations with masculine and feminine brand personality among Chinese consumers

This research examines the association between color hue and brightness and consumers’ perceptions of masculine and feminine brand personality traits. As most research on color-brand personality

Colors in Marketing: A Study of Color Associations and Context (in) Dependence

Mirroring an increasing awareness of the importance of colors, today marketing managers are paying increasing attention to the deployment of color in marketing as well as to the applicability of
...

References

SHOWING 1-10 OF 68 REFERENCES

The interactive effects of colors and products on perceptions of brand logo appropriateness

This article explores the role that color can play in building brand meaning with two experiments. Without prior conditioning, we demonstrate how an appropriately chosen color for a brand name (logo)

Effects of Color as an Executional Cue in Advertising: They're in the Shade

In designing print ads, one of the decisions the advertiser must make is which colors to use as executional cues in the ad. Typically, color decisions are based on intuition and anecdotal evidence.

Brand personality appeal: conceptualization and empirical validation

A substantial literature stream indicates there are benefits to having a favorable brand personality, such as enhanced brand attitudes and purchase intentions and higher levels of consumer trust and

Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences

Color is an integral part of products, services, packaging, logos, and other collateral and can be an effective means of creating and sustaining brand and corporate images in customers’ minds.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products

The Situational Impact of Brand Image Beliefs

This study experimentally examines some situational influences on the formation and consequences of two brand image/personality beliefs, pertaining to fun and sophistication (classiness). It

An empirical analysis of the brand personality effect

Purpose – Seeks to provide empirical support for the “brand personality effect”, that is, the direct influence that brand personality will have on a variety of consumer‐driven

Romantic red: red enhances men's attraction to women.

TLDR
Red, relative to other achromatic and chromatic colors, leads men to view women as more attractive and more sexually desirable, and men seem unaware of this red effect, and red does not influence women's perceptions of the attractiveness of other women, nor men's perception of women's overall likeability, kindness, or intelligence.
...