"Color" Marketing Is No Small Matter.

Guest: marketing expert Tan Xiaofang

Color, as one of the most important external features of a product, often determines the product.

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, the market of personalized products leads the market.

Just like seeing red, you think of Coca-Cola; when you see blue, you think of Pepsi Cola.

The basic knowledge of these colors is reflected in the design of brand logo color, that is, different brand names have different color habits.

Next, please let Tan Xiaofang, a famous marketing expert, explain the truth for everyone.

The unity of "heart, color, and commodity"

Color marketing is based on understanding and analyzing the psychology of consumers, doing what consumers want, positioning the merchandise properly, then giving the product itself, product packaging, salesmen's clothing, and so on.

Color theory first appeared in 1980s. It was abstracted and summarized by Color Me Beautiful, founded by Mrs. Carol Jackson, in the practice of enterprise marketing.

The essence of the theory is to use color marketing mix to promote product sales according to the needs of consumers in color psychology. It divides hundreds of colors into four major color series according to seasons. Each series of colors form a harmonious collocation group, and selects the most reasonable color series according to the natural physiological characteristics of different people's skin color, hair color, personal appearance, shape and character, occupation and so on, so as to maximize the beauty.

The American marketing community has summed up the "7 second law", that is, consumers will decide whether they have the desire to buy goods within 7 seconds.

The first impression that goods leave to consumers may trigger consumers' interest in commodities, hoping to have a better understanding of products in terms of function, quality and other aspects.

If the enterprise's visual design is perfunctory, losing is not only a concern, but also a business opportunity.

In this short 7 seconds, the decisive factor of color is 67%, which is the "color marketing" which appeared in 1980s.

Different types of commodities also have different color characteristics.

The quickest way to distinguish a brand is to use color.

There are thousands of words for you to choose to build a unique brand name, but there are only a few colors to choose from.

There are 5 basic colors (red, orange, yellow, green, blue), plus neutral neutral colors (black, white and grey).

Color has a sense of season and warmth.

In different seasons, especially in light season, the color of commodities is more flexible.

Summer is the product of selling season. Cold colors can be used. Winter is the product of selling season and can be used in warm colors.

Different people have different color preferences due to their differences in sex, age, family, nationality, culture, culture, occupation, income and habits.

Generally speaking, infants like red and yellow two colors (pure color). Children like red, blue, green and gold. Young people like red, green, blue, black and compound colors, and the middle-aged and old people like purple, tea, blue and green.

Men like strong, intense and passionate colors, while women prefer soft, elegant and lyrical tones.

Because of the difference in light wavelength, red, orange and yellow light waves are longer, more vibrant and exciting, while blue and green are the opposite, blue is peaceful and tranquil, and green is close to blue.

In addition, different countries and nationalities have different preferences and taboos in color because of their different geographical environment, customs, religious beliefs and cultural and historical backgrounds.

Vision is the starting point of marketing.

For brands to choose colors, it is best to stick to one of the 5 basic colors, rather than the middle or mixed colors.

What you need to know is that the color you choose should be interlinked with the brand connotation. For example, Coca-Cola chooses red to represent vitality and happiness; if you are a successor, then your color block should choose the opposite color with the main competitors, such as: Pepsi chose blue.

"Color theory" has brought all-around and super effect to everyone, every enterprise and even the successful brand in the world.

Many businessmen seize business opportunities and apply color theory to product marketing.

From the 80s of last century, foreign countries began to implement the "color marketing strategy", which has been widely adopted.

In recent years, Chinese enterprises are paying more and more attention to the role of color in product marketing.

For example, the case of mango net has given us a lot of inspiration from domestic enterprises.

The mango net is bold in adopting bright orange and tender green, and combines mango as the main image, combining it into a vivid and easy to remember image feature. It has good intentions in brand identification. It also carries out extensive media dissemination and public relations activities, and carries out recruitment campaigns in cinemas, shopping malls and other places. It changes the pattern of lack of obvious color marketing before Ctrip and Erlong network, and rapidly rises in the tourism e-commerce market.

Although mango net is a brand new tourism business platform project developed by the Hong Kong China travel service, but in the brand positioning, it does not take "Hong Kong China Travel Online" as the name. The birth of mango net is an authoritative online tourism platform to integrate tourism resources.

The name of mango net, like apple computer, has a distinct personality.

Color theory is not only to help create brand, but also to cultivate consumer loyalty to brand.

The bifurcation point between Ctrip and Erlong is that the mango network is gradually creating a "Life Style", which brings different lifestyles to consumers.

The colorful mango net brand locks people who like to travel, active, sunny and fashionable. The brand concept of Life Style advocates the continuous improvement of people's standard of life and the continuous pursuit of the quality of tourism. These strategic steps have expanded the mouth of the consumers, raised the threshold of competition, marked the profit of the individual tourism, and the most important thing is to stand at the forefront of the fashion experience, only the magic treasure of the next stage of brand survival and success.

To create a brand must be differentiated, the case of the mango net with color difference as the breakthrough point gives our domestic enterprises a very clear interpretation.

In short, finding a color symbol for a brand is not a trivial matter. It can even be said that color will soon become a unique tool for marketing and an important magic weapon for brand competition.

Entrepreneurs should understand that all consumers are "lewd", so the first lesson of marketers is "color marketing".

Because vision is the starting point of marketing - lust and innocence, marketing is reasonable.

Color marketing is definitely knowledge.