Cracking the colour code

Cracking the colour code

Imagine you going to market and you see the big brands like Cadbury, Coco cola, etc., frequently the main thing that rings a bell is the logo and therefore the colour of packaging. If you see a transparent bottle of soft drink covered with a paper of Red colour, it strikes a chord that it is the bottle of famous soft drink “Coco Cola”. One of the most famous concepts given by Marketing Gurus is the 7 seconds impression rule which states that it takes only 7 seconds to make an impression on the customer and capture their attention when they enter the door.

Out of many factors that attract the customers attention, visuals play a substantial role! Surprisingly enough, 70 per cent of all brand and purchase decisions are made in-store at the time of buying, even if a consumer enters a store with the intention of purchasing specific products based on a shopping list (Kauppinen-Räisänen, 2014). Silayoi and Speece (2007) argue that "the package becomes a critical factor in the consumer decision-making process because it communicates to consumers at the time they are actually deciding in the store" (p.1496). In fact, consumer’s responses to the design

and colour of packaging is assumed to be converted into brand preference; simply put, the decision to opt for a brand is based on aesthetics of packaging (Kauppinen-Räisänen, 2014). It is there important for today’s world of marketing in order to be a successful company, packaging plays a pivotal role. Packaging is a vast field and there are multiple perspectives about examining packaging. One of the key factor which is considered are the aesthetics and the colour.

Colour plays a vital role in showcasing product. Colour is an excellent source of information as much as it is estimated that 62-90 per cent of persons' assessments and evaluations is based on colours alone (Singh, 2006). Colours have dramatic and profound effect on consumers' thoughts, feelings, and behaviours; so, marketers have long employed colour as a visual mnemonic device to support cognition and thought and grasp consumers' attention (Labrecque, Patrick, & Milne, 2013). Visuals on packaging attract consumers' attention and leads consumers to form perceptions of various products; these perceptions significantly exercise influence on consumers' buying decision (Venter et al., 2011).

Colour is the most powerful marketing tool which has the greatest impact in the way the consumer buys product! Lets consider the example of the newly launched washing detergent VOOM which is planning to enter in detergent segment, they have pronounced a war against the fast-moving consumer good (FMCG) mammoths Hindustan Unilever Ltd (HUL) and Procter and Gamble (P&G) following its raid and squeezing for its place in laundry department.

    Now to make a space for themselves, the company adopted not only an innovative technology in their product, but also, they made sure that the product stands out in the makes a place in the customers mind with its contrasting colour combination. While introducing the detergent liquid brand, they made sure the product aesthetics stand out and they launched the product in a beautiful curved shape in pink colour. According to famous psychologist Sigmund Freud, the psychological forces that shape the individuals' behaviour are to a great extent unconscious and that an individual can't completely get his or her very own motivations.

     Somebody who looks at explicit brands will respond not exclusively to their

expressed abilities yet in addition to other, less conscious, for example, shape, size, weight, material, shading, and brand name. A method called Laddering gives us a chance to follow an individual's inspirations from the expressed instrumental ones to the more terminal ones. At that point the marketer can decide at what level to build up the message and offer. This company wanted to make a brand which will essentially make a detergent that is past whiteness and stain remover, thinks about your garments. According to colour psychology, pink represent the colour for care, and it is evident with the message the company has portrayed by launching the product in pink colour.

   A study reports the most common words used to describe colours (Clarke and Cotsall, 2008), 70% of participants associated pink with Femininity. Retail clothing stores use lighter colours like pink and sky blue to evoke calm and soothing Ushus- Journal of Business Management, Vol. 16, No. 4 ISSN 0975-3311 10 experience for traditional shoppers who prefer to browse through items at a leisurely pace. Various nations have various anecdotes about the colour pink. While in Japan, pink speaks to masculinity, in India the colour is related with femininity. To stand out differently in the market shelf, Company has utilised pink colour for the item for the shear reason of distinction from other and the rest factors are mentioned below, Brand acknowledgment can be improved by 80% with the right utilisation of colours. Logo colours and colour scheme should be insightfully chosen. Also, other colours like, Green is calming and refreshing, the shade of nature. A prevalent shading in home stylistic theme, ponders have demonstrated that green is unwinding and the most effortless shading on the eye.

The classification of item and the decision of colour that are been made

by the organisation can be understood from the below diagram wherein the

consumers preference or the specific customer preferences were mapped

according to the colour scheme and based on the nature of the product.

From the above information it is evident that how colour scheme plays a vital role for the brand manufacturers and retailers to maintain their presence or to establish themselves in the market. Based on the above analysis we can understand the selection of the particular colour by company inorder to establish themselves in the market with a new product.