“I am off colour!” is what we hear from people who are physically indisposed. This is very much true because colour is the ‘pulse’ of life. We live in colour and with colour. But unfortunately, most of us do not view colour as COLOUR.
Colour fascinates man but its study is even more fascinating and interesting. The range of function that colour has and the different fields which are trespassed by it is enough to perplex any inquisitive mind. The study is unending and research is quite innovating all the time. It is difficult to ascertain the effectivity of colour in its very mundane and business-minded application in marketing, where a consumer goes with a belief about a set of benefits that he would get out of a product rather than its form and colour.
So far as advertising is concerned, colour serves as a very effective tool of communication. Phoenician traders first brought in use of outdoor form of advertising by their own way of painting commercial messages on prominent rocks along trade lanes. This was probably the first use of colour in the printed form of advertising though it took over in a regular form in the West around 1898 A.D. In India it was around 1920-25 that colour was commercially incorporated in advertising.
Symbolism is a quality of colour that creates an impact on the observer. Its functioning is coherent to the AIDA principle viz. Attention, Interest, Desire and Action to motivate a consumer to buy a product. It is said that the best advertisement is a combination of words that make pictures in the mind and pictures that make words in the mind! Therefore in this process of communication colour scheme employed must be conducive to the temperament of general public or at least to that of the target audience.
It is difficult to arrive at a conclusion about effects of colour in marketing terms. But so far as its effectiveness through advertising media is concerned, colour does play a significant role. Hence a better use of colour scheme in an advertisement shall always yield better results because it has psycho-physiologically a better impact. Colour is not something that can be ignored, especially when it has to convey something about the product. Its usage is as important as its effect.
- Excerpted from Study Paper: ‘The Importance and Impact of Colour’
Colour fascinates man but its study is even more fascinating and interesting. The range of function that colour has and the different fields which are trespassed by it is enough to perplex any inquisitive mind. The study is unending and research is quite innovating all the time. It is difficult to ascertain the effectivity of colour in its very mundane and business-minded application in marketing, where a consumer goes with a belief about a set of benefits that he would get out of a product rather than its form and colour.
So far as advertising is concerned, colour serves as a very effective tool of communication. Phoenician traders first brought in use of outdoor form of advertising by their own way of painting commercial messages on prominent rocks along trade lanes. This was probably the first use of colour in the printed form of advertising though it took over in a regular form in the West around 1898 A.D. In India it was around 1920-25 that colour was commercially incorporated in advertising.
Symbolism is a quality of colour that creates an impact on the observer. Its functioning is coherent to the AIDA principle viz. Attention, Interest, Desire and Action to motivate a consumer to buy a product. It is said that the best advertisement is a combination of words that make pictures in the mind and pictures that make words in the mind! Therefore in this process of communication colour scheme employed must be conducive to the temperament of general public or at least to that of the target audience.
It is difficult to arrive at a conclusion about effects of colour in marketing terms. But so far as its effectiveness through advertising media is concerned, colour does play a significant role. Hence a better use of colour scheme in an advertisement shall always yield better results because it has psycho-physiologically a better impact. Colour is not something that can be ignored, especially when it has to convey something about the product. Its usage is as important as its effect.
- Excerpted from Study Paper: ‘The Importance and Impact of Colour’