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Shopping with Colours



A guest blog by Fairy Dharawat

As marketing products plays a pivotal role in garnering profits, our world has seen some interesting marketing strategies to lure shoppers. Until now we have seen some great and not so great marketing gimmicks that have shaped the world of marketing today. All this has but one point to make and one statement to make; to be different and to increase sales. Increasing sales involves buying and buying is done by shoppers. The shopper, when they buy, becomes a consumer. The consumer is what every retailer and brand wants their shoppers to be; loyal consumers. This does not happen often and many theories have been written about this. The whole purpose of marketing is to get the product off the shelf and this is the motive behind the marketing budget planned by the board of directors of huge companies; some get lucky, some do not. What really goes on in the mind of a shopper when they buy? Many theories have been written and today we will discuss one of them.

There are many factors responsible for influencing the shopper of today. Brands and retailers are always on a lookout for an idea that can convert their shoppers into loyal consumers. Many new theories have been decoded in order to understand the shopper of today. One such theory we are going to talk about today is; colour therapy.

The shopper of today is a tired shopper. They have seen everything, heard everything. A recent survey went on to say that the consumer is not vying for either attention or excitement. All they want is to buy the product off the shelf and leave. Now this attitude is somewhat disturbing for the marketing professionals. They work very hard to come up with new marketing ideas. Maybe that is the reason for failure? They are trying too hard, maybe they need to relax and think differently.

Colour therapy in the words of the marketing world can also be known as ‘tricks’ or ‘tactics’ in order to understand the shopper better. The simple fact is; colour prompts you to buy. Now it is up to you to decide which colour will be more suited for which product. This is also in line with the cognisance theory we discussed in the past post. What looks good, makes us feel good, which in turn makes us want to buy.

Now this theory is just a theory and there may not be a possible explanation for why certain people act positively to some colours more than others, but a point to consider is that colours do play an important part in our lives. Everything we see has some colour in it. A shopper behaves in a different fashion when a similar product is shown with different set of colours.

For example, Garnier has come up with a skin care range for both men and women. They have used two different combinations of colours for the image on this particular product.

They used green and bright yellow for women, black and bright green for men. Bright green is the colour they associate themselves with, as they consider it as a strong colour. Now I personally find black to be a preferred shade, but the makers thought it different and thought canary yellow is suited for women though. The advertising exploded from everywhere; television, radio, print-media and outdoor-media. The campaign is doing good in this part of the world, India and their strategy regarding colour and shade; black and white are not known as colours but shades, is a hit.

Why not carry out a small survey regarding the colours and the preference the shoppers usually possess? This may help. This giant company is already reaping profits from the use of these colours in its advertising and promotion.

‘I love all colours’ is usually what you will hear most often, so doing a verbal survey is not the most best possible survey idea, I will advise to do a survey with pictures and colours and then carry out the survey. Then ultimately you can rate them; to determine the ones with most appeal. If the consumer can choose between images of a product and can choose between different colour combinations; then a better analysis of colour impact can be done.

Shoppers have seen mostly everything and certainly a part of shoppers are not enticed easily. The only other thing we can do is to try to give them a good time. A good visually appealing product that marks the senses of the shopper is one of the ways with which a bond can be made. Finding a loyal consumer is tough, but taking a small step towards this goal is a small step towards loyalty and repeat business. The science of colour can turn occasional consumers into loyal dedicated consumers. The contrast between black and yellow worked to make a product visually stand out for women. The combination of green and black seemed to work better for men. The contrast between the dark and the bright appears to be important and the black appears to signal sophistication in the minds of consumers. These colours are reinforced in the minds of consumers in many ways, most of them visual and this include movies. The advertiser reinforces existing trends; ideas already in the minds of consumers. We see black as formal and sophisticated, but for fun, we wear bright yellow to the beach. If you combine the two, the mixed message attracts attention.

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