As I sit here at the airport waiting for my flight, I cannot help but observe the different advertising strategies of the shops around me. The marketing strategist that I am, I try to figure out what strategies work and what don’t. Sometimes, you can judge a shop’s performance by the number of people milling around or the number of times you hear the ‘kaching’ of the cash register. Although this is a crude assessment tool, I might as well think of something than bore myself to death.
First, I noticed that the shops with good signages are attracting the most number of people. Burger King’s bold red sign is attracting a good number of waiting passengers. Its location is not ideal as it is in an obscure almost hidden corner but, judging from the queue of people buying their Whopper, it seems that people are noticing them. If this would have been another shop, chances are you won’t even notice it.
A jewelry shop gives an imposing presence because of its bright gold color. Jewelries and the color of gold. How illuminating! A snacks corner in luminous green seems empty. Needless to say, it is not attracting the attention of a capture market – waiting passengers. With all of these labels and colors, what can we conclude?
Yes, colors play an essential role. The science of colors tells a lot about how they could influence thinking. Colors have different meanings. They have the power to influence thoughts and feelings. They can draw out emotions that can persuade people and their decisions. According to the Color theory, the power of colors stimulates the nervous system, which in turn evokes emotional states.
Through the Color theory, is it possible then to influence potential clients’ decisions to increase sales? How could color help your business? More precisely, how can you influence potential customers to try your product or service through the use of colors? You can start with your marketing collaterals such as your signage,
label printing, poster printing, brochures, etc.
Understand if the colors you are using are the right colors for your business. Is your
custom label printing enticing your customers? Understanding the science behind colors according to a study by Wohlfarth and Sam can help you influence your customers' perception. Let us take red for example. Red is the warmest and most energetic among the colors. It symbolizes passion, excitement, and urgency. Now are you still wondering why there is a queue in that Burger King outlet? I guess that red is attracting the passengers to that lonely corner. Right color, right place. Indeed, red hot is sexy.
Note however, the meaning of colors varies depending on one's culture, race, gender and even age. Therefore, it is a good idea to consider the location of your business when you develop your marketing collaterals.
