Color Effects on Consumer Behavior in Saudi Arabia

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Executive Summary

According to cultural and religious ideologies, different colors are associated with the special meaning, depending on the context. The color is a powerful tool for marketing because it influences the perceptions of customers significantly. In 80% of cases, customers buy products with a focus on the color. People have different perceptions of various colors that influence their attraction towards them. For instance, in ancient society, the blue color was primarily associated with festivals, and the perception of this color influenced the behavior. Visions of colors are also diverse because of the person’s gender.

Females tend to recognize tones and choose bright colors when males prefer dark colors. Since different colors are associated with the particular attraction, colors in the brand and logo can influence how customers perceive the business and its products. Therefore, this study explores the effect of colors on the consumer buying behavior. The study aims to establish how various colors affect the consumer attraction to a product in the market.

Furthermore, this study highlights the preferred colors in Saudi Arabia based on gender and age. To achieve these objectives, focus groups and questionnaires have been used, and the collected data were analyzed using such statistical techniques as averages. The correlation and regression analysis has also been conducted to test the data. The finding is that consumers are attracted by their preferred colors. Thus, their product selection depends on the color of the product packaging and the color of the brand. The study indicates that consumers’ consumption and purchasing behaviors can be discussed as being influenced by the product colors, as well as colors that a company uses in its product packaging. Therefore, choosing packages for sale, producers should focus on the color that is characterized by the highest level of attraction for consumers to guarantee increased sales.

Introduction

Color has an obvious effect on human perception and psychology. Color also has a powerful effect on changing the consumer’s mood, as well as the buying patterns. The color is the reflection of light in the person’s eyes that is transmitted to the brain to determine its qualities (Johnson 89). The transmission of light can be separated into a spectrum of six distinct colors which are red, orange, green, yellow, blue, and violet (Figure 1).

Colors have different frequencies in relation to the red color that has the longest frequency while violet is characterized by the shortest wavelength. To determine the color in a color wheel, it is important to focus on the yellow color that absorbs all other colors in a spectrum. The human eye is made of cones and rods that help the human brain decode different colors depending on the environment (Chebat and Morrin 186). It is also worth noting that some colors are neutral while others can be warm or cold. Based on the individual perception, different colors possess diverse meanings. Still, the interpretations of these meanings depend on the environment. Furthermore, in different cultures, it is typical to associate certain colors with specific situations and phenomena.

In the ancient era, the blue color was the most used one during remarkable events and festivals. Moreover, according to Hindu religious standards, the orange color is viewed as a sacred color that is primarily used in rituals. On the other hand, the Ndembo community in Zambia, for instance, does not recognize the orange color. Among the Muslims, the green color is discussed as a sacred one, and it is highly attributed to special occasions, such as weddings. In the history of Christianity, green was commonly used for sacred purposes until the Christians replaced it with the white color. Thus, the white color is noticeable and distinctive since it is more vivid than the other colors are. Following the above assertions, it is evident that the meaning of colors may differ in societies (Figure 2).

It seems important to point out the fact that the main principle colors of the marketing are red, yellow, blue, and green. The color of the advertising message affects not only visual centers but also different parts of the brain. For example, red and yellow have a stimulating effect on the human psyche while blue and green a calming one. Each color is tied to certain parts of the brain. For instance, sulfur affects the parietal lobe and increases the ability to perceive the outside world. The yellow color is associated with the frontal lobes of the brain and provides the flexibility of thinking strengthening communication with the outside world.

Knowing the above peculiarities, it is possible to predict with some degree of confidence the potential reaction of the audience towards marketing strategy. Motivational marketing researches show that the red color is not suitable for the advertising of goods and services designed for the elderly as it does not cause positive experiences. What is more, elderly consumers do not like black-and-white palette associating it with colorlessness and lifelessness. The appropriate food advertising should involve natural colors of the environment such as green, blue, yellow, and white. Expensive items representing respectability and solidity are associated with a combination of burgundy and gold, maroon and gray, or dark blue and gold. Red and all its shades are successfully used in the design of women’s cosmetics and perfumes. It reveals women’s feelings of sexuality and awakens their sensual activity. Therefore, a color selection plays an integral part of the marketing and needs to be examined.

Study Objectives

This study aims at achieving the following objectives:

1. To analyze the color associations and meanings;
2. To analyze the relationship between business industries and the color selection;
3. To test the impact of colors on consumers;
4. To list the preferred colors in Saudi Arabia based on age and gender.

It is significant to note that there are some scholarly works conducted previously by scientists in the same field. For example, Bottomley and Doyle investigated the color of brand logos. Chebat and Morrin revealed Mall Décor color peculiarities. However, the relevance of this paper is that it was initiated to examine consumer behavior among youth connected with color perception in Saudi Arabia’s different market segments. The investigation of the above theme seems of great importance as Saudi Arabia one of the most developed countries providing plenty of goods and services on a high level. To meet customers’ requirements in a timely and appropriate manner, the role of the color analysis is considerable and cannot be overestimated.

Significance of Conducting the Color Research

Color is a powerful tool in marketing that accounts for a higher percentage of the customers’ decisions to buy a specific product. The color theory posits that colors have both psychological and physical effects because they influence hormones that control human emotions. Marketers need to understand how people perceive colors before promoting their products to them. People conceive connections between colors and meanings or notions.

The study of these associations plays a significant role in marketing research. The psychological effects of the color on customers’ buying behavior can be viewed in terms of the product design, branding, and consumer perceptions (Stranger par. 3). In the current business world where the competition is considerable, companies present their products with colorful covers and wrapping. The choice of colors will determine the success of a new product among the alternatives. Even though there is no specifically established rule concerning the choice of colors, the in-depth extensive marketing research has revealed various guidelines that should be followed. They are based on the principles of association and the relationship between colors and emotions.

Literature Review

The primary objective of this study is to discuss the impact of colors on the consumer’s purchasing power and preferences in different market segments. Economists have established various factors that influence the extent to which people are going to purchase certain brands and products. The researchers have found a high correlation between colors and the behavior of the customers.

Certain brands proved to have more sales than the other companies do because they have good color saturation. Psychologists assert that different colors have diverse effects on the individuals’ minds, influencing the amount of a product and the type of product that they will purchase. Since the corporate image is a crucial entity for the success of any business, most companies usually use various colors to create a good image that is different from competitors’ ones. Notably, the color emphasizes the uniqueness that helps consumers associate the brand with a certain product and the business entity (Kauppinen-Räisänen and Luomala 300).

The color used in the company’s offices or facilities talks provides much information about the business’s competitive nature. Appealing colors serve as silent salespersons in the stores. Colors create the initial impression of the office or store. Therefore, the color selected by a corporation plays a significant role in determining the growth and expansion of the business (Kauppinen-Räisänen and Luomala 305).

In many cases, well-established organizations that have an enormous market share and command use the blue color. The study of the literature explains how corporate logos, different colors, and images may influence consumer purchasing behavior to the benefit of the organization. The key aspect to be identified is the extent to which colors can affect the attitude of the consumer towards certain products. In order to present the authentic and accurate results of the literature review, data are gathered from different sources and consumers (Bellizzi and Hite 350). In most cases, the color influences the marketing options of each business.

For instance, in an industry that deals with food, the choice of the right colors for the products is crucial because attractive colors appeal to the customers’ senses, giving them the desire to test the quality of the product.

Furthermore, the quality is the other message that the color gives to a product hence determining how well a product is going to be sold (Chebat and Morrin 190). For instance, red and yellow colors are considered to be hot and suitable for products targeting youths. On the other hand, green and blue colors are regarded as cold and passive colors. As a result, they are suitable for products that target the elderly people because they need services that can help them relax.

One of the widely used colors during promotions is the red color. Companies prefer the red color as the easiest one to be recognized by individuals. Therefore, important deals are best suited by the red color because customers are in a position to trace and purchase offered products even though they are not aware of the offer (Chebat and Morrin 193).

When it comes to romantic products, the pink color is considered as the best choice. Orange is a ‘friendly’ color, and it is mostly used for children’s products. On the other hand, the yellow color is depicted as full of compassion, and as a result, it is used for creamy products, such as ice creams (Hausman and Siekpe 5). Green is associated with nature, and it is used for products with a natural appeal as they are considered refreshing and healthy.

As studies postulate, customer preferences and tastes may change with current trends and designs due to color influences. Consequently, if a color is used for a long time without adding any aesthetic meaning to the brand, customers may lose interest in the product (Kauppinen-Räisänen and Luomala 290). Evidently, the color is purposefully utilized to strengthen a company’s brand, and it is used in the company’s logo and products. In the research, blue and red colors were identified as primary colors for many logos while green and orange were classified as secondary colors. Moreover, black and gray were classified as neutral colors.

All the other colors are categorized as tertiary ones. Black and white colors must be considered as readable ones. In many cases, psychologists assert that red and white colors help in remembering the names of business facilities and brands. Vivid colors, such as red, yellow, and orange, make objects seem closer and larger. This aspect increases the visibility of products while attracting the attention of consumers (Bellizzi and Hite 360). Soft colors, on the other hand, make products become less visible, and consumers lose interest in them.

Research Hypotheses

This study adopts both the null and alternative hypotheses based on the research, as it is presented below:

1. There is a relationship between purchasing behavior and colors. The color that the business facility adopts plays a crucial role in ensuring the attraction of customers, as well as their retention (Bellizzi and Hite 348).
2. Age affects the color type to be used in product marketing (Beneke et al. 56). It is evident that there is a high correlation between the age of the target audience and the color type. The youth chooses such energetic colors as red.
3. Color preferences vary by gender.
4. There is a relationship between the color brand and the business type. Businesses should choose colors based on the target customers and the type of activities they are engaged in (Chebat and Morrin 190).
5. Colors affect the customers’ perception of corporate brands. The ideal customer’s image indicates the way a brand can follow to provide the value to evoke the customer’s sympathy. However, consumers pursue their own ideal image which varies among genders or age groups (Chang and Lin 3350).
6. Colors affect customer emotions. For instance, the change from warm to cold colors results in different feelings associated with summer or winter. Colors cause the persons’ emotional reactions (Chang and Lin 3350).

Associative Aspects of Colors

To understand the associative nature, it is important to explore the three principles of color, which are hue, value, and saturation. Hue refers to the wavelength of the color. It determines the label of a color such as orange, red or yellow. Saturation refers to the color intensity and its pigment. On the other hand, value determines the brightness of a color. The three elements determine people’s perception of colors and associations they create with them.

For instance, green color relates to nature and provokes positive emotions, such as tranquility and peace. Blue relates to the sky, water and evokes positive responses among many people. It triggers emotions related to peace and serenity among many people. Red is considered a dominant color, which relates to several things such as danger, fire, and love among others. On the other hand, black relates to power, while orange and yellow relate to contentment (Naz and Epps 396). The above study indicates how diverged people’s notions are. The study also confirms that some colors are more dominant and have stronger associations than others. The comparative influence of colors is an important point to consider when designing a brand or a product package.

To implement the color association in the package and brand designs, marketers apply the concept of color associations. They blend colors, and it sends appealing messages to potential buyers to take appropriate actions. When choosing colors, the social context of the target population must be considered (Lam and June par. 5). For instance, Apple used the black color to design the package for its iPhone. In certain contexts, the black color relates to darkness, evil, and death. It implies that people may perceive the package negatively in a certain context. However, in the major marketplace of iPhone products people associate black with power, financial ability, and luxury. Before designing the package, the Apple’s marketers had already identified what their target audience identified with the black color.

Brand recognition plays a key role in influencing the purchasing behavior of consumers. Apart from those with impulse buying behavior, many customers look for products of brands they are familiar with. Effective manipulation of colors enables potential customers to identify the brand they want among hundreds of substitute products. A business that has succeeded in creating its brand recognition can play with selected colors in order to create attentiveness and brand loyalty.

Consumers tend to develop strong associations with colors even if they have already identified the brand. Manipulation of colors provides effective results during product promotion exercises (Clarke and Costall 407). These include the creation of billboards, Internet promotion, social media marketing, and promotional competition of a product. Such creativities attract the customers’ attention and draw their interests to the product more than they do with the trademark or brand.

Establishing the Brand Image Using Colors

Colors do not just establish the product’s brand recognition. They depict the fundamental values and characteristics of a company. They reflect what the company stands for in terms of quality and service provision. How a company uses colors can destroy or improve its image in the market. For instance, consumers consider the red color dominant in the Coca-Cola logo for it symbolizes vividness, motivation, youthfulness, pleasure, and energy (Chang and Lin 3353).

From the above investigation, the concept of age comes out. The majority of customers who consume Coca-Cola are youthful populations across the world. The perceptions of this group about color might differ from those of elderly people. The use of the red color in the design of the Coca-Cola brand has made the youth believe that the product provides energy and creates emotional and physical fulfillment.

Companies do not choose colors for designs of their brands, logos, or packages because they are attractive. However, they tend to convey a message to potential customers about the company’s uniqueness in terms of product and service qualities. For example, the green color is dominant among companies that sell whole food products. They tend to inform customers that their operations are environment-friendly (Chang and Lin 3354). The green color also shows that the company sells organic products free of chemicals. It also demonstrates that the package contains the right product. The information colors convey must influence customers’ intention to choose the product from a variety of similar products. It must act as the tool, which affects the buyers’ choice of a product in a marketplace.

Factors Influencing Color Preferences

Certain colors tend to have strong associations with people’s emotional changes. However, the influence of colors on one’s behavior depends on several factors. These include gender, age, and personality, cultural and religious background. Therefore, different color shades may cause different appeals based on those factors. For example, fast food businesses use stimulant colors in their logos, brands, and packages to emphasize the sense of urgency among the impulsive buyers (Lam and June par. 5). They include orange, red, and black colors. On the other hand, fashion stores use a blend of light colors to evoke the sense of style, calmness, and highlight outstanding clothing designs.

The preferences of colors vary depending on the age and gender of the target population. Therefore, marketers should conduct extensive research in their niche when selecting brand colors. For instance, men prefer cool and dull colors when choosing clothes. On the contrary, women love the bright combination of colors for their clothes. However, as a person grows older the color preferences also change. For instance, young children prefer vivid colors such as yellow, orange, and red. Conspicuous and easily recognized colors attract them (Boyatzis and Varghese 78).

Many studies on color preferences and factors affecting color associations are inconsistent. The main reason is that the studies take place in different regions with various people living there, who have diverse values and perceptions of colors. For instance, a study conducted in Saudi Arabia will reflect Muslim’s views about colors. Nevertheless, the one conducted in the United States and the UK reflects the Western values and meaning they give to colors.

The regional facet of the color association brings us to the concept of market segments with different customer behavior. An international company that produces and sells its products in various markets across the globe must understand the differences in values among its customers. A firm should conduct customized and thorough research on its market segments to ascertain the color preferences of the target customers (Stranger par. 4). As a result, a company will be able to come up with a color combination that will appeal to all customers within the certain region and market segment. For instance, the dominant red color in the Coca-Cola brand appeals to all target customers across the world.

Importance of Investing Resources in Color Selection Research

The color choice must be given priority when designing a brand. The choice of colors will determine business success with its marketing and product promotion campaigns. A brand will remain to be the company’s representation as long as it will exist. The initial impact a brand can have on consumers will determine its future in the industry. For a company to succeed with the choice of colors, it must spend a considerable amount of time and financial resources studying the color perceptions among the target population. The choice and combination of colors should reflect what the firm stands for in terms of products or services it delivers (Clarke and Costall 407). Consequently, the firm will realize improved sales because of brand loyalty.

It is important to note that branding, product packaging, and consumer awareness have different effects on human behavior. Creating awareness about a product will only make the potential customers know about its existence on the market. However, this aspect does not remove the fact that the target audiences have been purchasing equally good substitute products. It is the brand and packaging design that will change the customers’ opinions and draw their attention from the previous brand. In order to achieve maximum success with color choice, marketers should have a prior knowledge of the color association with emotions (Boyatzis and Varghese 78). They must plan and predict how the prospective buyers will react to colors that have been selected.

To conclude, marketers should also understand that the trending of certain colors is not a permanent phenomenon. Changes in the trends of colors are common in fashion, art, and sports industries among many others. The fluctuation of sales resulting from the changing trends may reduce sales and customer loyalty. Therefore, combination and blending of colors are something that marketers must review after a certain period. It must always be consistent with the customers’ preferences. To remain relevant, a company has to maintain a positive brand image all the time (Clarke and Costall 409). It can only achieve success when it blends its brand colors in order to appeal to the target audiences.

Color Meanings

The meaning of colors is defined depending on the contexts in which they are used. Thus, researchers note that some colors, or ‘happy’ colors, have pleasant associations and meanings. Such colors include orange, yellow, and blue (Chebat and Morrin 189).

Moreover, such colors as red, black, and brown are discussed as ‘dark’ colors because they are often referred to in mourning and such situations as funerals. In Figure 3 below, different colors are provided with various meanings, referring to personal traits and emotions. Moreover, specific color theories have been developed to explain the color cycle, the color wheel to reflect the color meaning, the color codification, and color psychology. According to the color cycle, for instance, the red color reflects both positive and negative traits and different consumers’ emotions. Based on the color cycle, the red color means seriousness, dignity, and grace, which are positive traits.

From the perspective of color psychology, the red color means passion, love, and heat. In terms of emotions, it also means danger, excitement, and energy. Following the color codification, the red color means enthusiasm as a positive trait, as well as range and anger as negative traits.

These color theories are important to understanding the market in which a company distributes its products. The theories provide the company with the background to establish the customers’ needs and develop products that meet them effectively in order to ensure that the consumers’ satisfaction is achieved. Additionally, marketers and companies should accept the fact that associative learning is the key aspect that promotes the relationship between color and emotions.

It is important to recognize the principles that are in the nature of the color. These principles include hue, value, and saturation. Brands should pay attention to the right pigmentation, saturation, and value in order to market the product effectively. Thus, focusing on the right combination of these colors, it is evident that customers will be in a position to form their appealing perceptions regarding the product.

Gender and Color

Gender also influences the different perceptions that people have regarding the meaning of colors. Each society has developed different roles and expectations regarding both men and women. As a result, even when it comes to color selection, women have tastes and preferences other than the males have (Bottomley and Doyle 65). It appears that women are more interested in such colors as red and blue. The variance in the color perception and feelings among different gender groups influences the consumption behavior. This fact is significant to consider while branding and packaging companies’ products for the target market.

For instance, if the company’s products target only females, the producer should concentrate on adjusting the design that the company uses in branding. On the other hand, if a company concentrates on the sale of products for men, it must utilize dark, but often bright colors (Figure 4). With the focus on customers’ tastes and preferences based on their genders, companies must distinguish between gender roles and associated color perceptions in market segments before launching a product.

In different situations, various colors are used to portray the intended message and the certain feeling. Companies, therefore, should utilize these details while provoking customers’ emotions related to their products in the market. The feelings can be either positive or negative, depending on the individual’s nature and the vision of the product consumption in the market. For example, the red color is believed to elicit feelings of passion, joy, excitement, boldness, vitality, and excitement. On the other hand, the orange color is mostly associated with optimism, youth, happiness, and novelty (Bottomley and Doyle 70). Though colors may appear to be similar, they mean different things.

Moreover, such color as green is often used to portray health and peace, as well as romance and love. According to Table 1 presented below, colors have different psychological properties and effects which can be either positive or negative. These qualities have an impact on the consumption and purchasing decisions of customers. For instance, if the red color is noticed to have a negative psychological effect, then a producer or company will avoid using it due to the psychological impact they have on consumers.

Furthermore, it should be noted that the meaning gained from a certain color mostly depends on the social context where the color is used. Societies have different perceptions, views, and attributions of colors and their meanings. Also, the same color may provoke either a positive or a negative feeling.

Purchasing Behavior

Purchasing as a daily activity is a common feature of our social life. The consumer behavior consists of a set of psychological or cognitive processes that take place before purchasing and continue after the consumption. These processes influence the consumers’ decisions regarding the product to choose from. The consumer behavior includes emotional, physical, and mental activities that he or she goes through while selecting, buying, and using products or services that are used to address his or her needs.

Consumers are sensitive to several factors when selecting products for purchasing and using. The sensitivity is based on the product price, brand color, logo color, and packaging color. Although product prices are very significant for selecting the product, consumers also consider the other factors which are the determinants of their satisfaction. However, it should be noted that the price of products also depends on the social stratification related to consumers.

For instance, in the market segment where customers represent the upper class, more sales are expected regardless of the price. However, in those market segments where consumers belong to the low class, the customers may not buy high-priced products regardless of their color attractiveness. Therefore, even though the color is one of the major customer attraction factors, it should be matched with the price. From this point, prices should be friendly and attractive to customers.

The consumer behavior covers many areas, and nowadays, people have unlimited choices and offers. The behavior is reflected in the level of satisfaction as exhibited by the consumers’ repetitive behaviors about a certain product. When consumers are highly satisfied with a product, they purchase the product repetitively. High-quality products, affordable services, the product brand, and the color of packaging can cause repetitive consumption behavior.

If a product is packaged using the consumer’s favorite color, the repetitive consumption can be observed. Therefore, consumers need to improve their knowledge regarding the number of items they buy and why they purchase them. Several factors can affect purchasing behavior. They include personal characteristics, such as age, gender, beliefs, and lifestyle; environmental characteristics, such as the society, culture, family, and reference group; psychological characteristics such as the character.

Other factors influence purchasing behavior. Price, quality, delivery, store environment, and color perceptions have a remarkable impact that varies from one individual to another. In addition to considering the color of products and packages, consumers pay attention to the product quality, price, and delivery. These factors are equally important for determining consumers’ consumption and behavior. For instance, many people prefer high-quality products, and they will search and select high-quality products regardless of their brand color or packaging colors. The quality goes hand in hand with the price.

Highly-priced products in the market are considered to be of high quality, unlike the less priced products. Therefore, consumers prefer the average priced products due to their affordability and the potentially high quality. Such factors as the mode of delivery and the store environment also influence the consumer’s purchasing behavior. The quality is essential because consumers require purchasing products for long-term use. If consumers notice that products are of high quality, they will create loyalty and trust regarding the brand. Therefore, businesses can make more sales referring to these aspects.

The Impact of Color on Marketing

Business Application

The ability to apply the color meanings in business helps establish an attractive business profile. The color psychology affects our lives in many ways. However, people fail to acknowledge the impact of color choices on business sites, packages, and even offices. People do not realize their effects in stores, during product promotion, or in the business clothes (Lee, Park, and Han 341). A study revealed that the association between the color and product promotion is 92.6 %.

The research supported the fact that customers put much emphasis on visual appeals when buying products. However, 5.6 % of the participants discussed the sense factor as the most important aspect. This factor included such attributes as hearing and smell which scored less than 1% each. Furthermore, 84.7% of participants believe that the color impact is more significant than other variables are when choosing a product (“Secretariat of the Seoul International Color Expo 2004” par. 5).

The color is a crucial factor in the business marketing and sale of products. Different colors are used to portray diverse messages to the targeted customers. Market researchers and advertisement consultants should always use a specific color that attracts the attention of their target clients (Bottomley and Doyle 76). Notably, people read advertisements in color by 42% oftener than the same advertisements in black and white. This aspect eventually increases the engagement and participation of consumers.

Business entities, such as food outlets, utilize red and orange colors to stimulate the appetite of clients. The utilization of dull colors often keeps customers off. Thus, if a company uses dull colors, there is a minimal opportunity to attract customers (Beneke et al. 55). Poor advertisement techniques may serve as sources of the business failure. Institutions, such as mental facilities, use the white color because of its societal association with tranquility, peace, and comfort. In marketing applications, colors are significant because they deliver important messages visually. It is often impossible to deliver such messages with the help of writing (Chang and Lin 3350).

Therefore, businesses must use colors that customers can easily decode. The decoration and design of products create a long-lasting experience for the clients. Having the positive feedback from the clients, the business can succeed. One example that is worth mentioning to highlight the role of colors in business and marketing is the strategy used by Heinz Heinz Green Ketchup. During the first seven months of launching the product, the company sold more than 10 million bottles. The part of the success can be attributed to the combination of colors. The frequent change of colors makes the company remain at the top of the market. The reason is that the company uses a color that best suits the needs and ideologies of customers.

Effect of Colors on the Behavior of Humans

In restaurants and cafes, the color is used to arouse the appetite of the clients by stimulating the excitement and the ability to consume more. Thus, fast foods were traditionally painted in yellow with the sole aim to attract customers and convince them to purchase their foods rather than to go to restaurants (Chang and Lin 3355). From this perspective, the color was used as a part of the competitive strategy of fast-food restaurants.

However, high-class restaurants, where customers want to purchase the food and relax, are decorated using the blue color. In most societies, the blue color denotes calmness and relaxation. Customers, therefore, tend to see this color as appealing and associated with more relaxation. If clients spend much time in the restaurant, the facility gains more profits. The blue color, therefore, helps these businesses make more revenues because of the increased purchases of products. Businesses can use different strategies to increase their income. The research demonstrates that the use of colors in brands is one of the most influential tools for promoting sales.

The color affects consumers in several ways. For instance, the color increases the recognizability of a brand. Psychologists have shown that natural colors have more effects on enabling the customers to remember certain brands and the exact location of the business facilities. Furthermore, it is difficult for people to memorize every entity or object at a glance. Colors, therefore, can be used as tools to emphasize the type, quality, or even price of an item. Besides, the tests support the idea that colors are powerful:

• 92% of people believe that the color accentuates an image of the remarkable quality;
• 90% of managers feel that the color can help in attracting new clients;
• 90% of persons presume that customers can remember marketing sessions and promotions better when the right color is used;
• 83% feel that the color makes brands look more authentic and aesthetically appealing;
• 81% of persons think that colors give products a high competitive advantage;
• Moreover, the color can improve readership by 40%, learning by 55-78%, and comprehension by 73%.

Study Model

The color selection acts as a significant factor in ensuring that the name of the organization maintains a good corporate image (Kauppinen-Räisänen and Luomala 308). The unique identity of brands reveals the culture that the company stands for and the fundamental reason behind its operation. As a dependent variable, the color adopted by the organization is used to develop its corporate identity within the internal and external environments.

The model illustrated below shows the critical variables of the study. According to the model, the color selection process depends on four variables. These include the type of business, the corporate brand recognition, brand identity, and human psychology and emotions. The type of business determines the target customers and their color preferences. For instance, a female fashion designer must choose colors attractive to women and not men. Therefore, a firm must identify the target population before studying its association with colors. The approach will automatically give the company brand recognition and corporate identity. The model is illustrated in Figure 5 below.

Research Methodology

In this study, both qualitative and quantitative research methods have been employed to ensure that the research objectives are achieved. The qualitative method majorly comprises of an analysis of the existing literature, as well as an empirical analysis of the collected data. It employed the review of previous studies about the color association and their relations to consumer behavior. The approach provided the background information for the study.

Quantitative methods, on the other hand, include the statistical analysis of the collected data. Primary sources of data have been heavily employed in this study with the use of questionnaires, interviews, and focus groups. An exploratory research design is applied in this study. In this case, the researcher explored the different behaviors which consumers exhibit when interpreting the color of a product package. The explanatory research was based on customers’ factors, such as age, financial stability, and social ideologies about certain products. Notably, the social factors are also considered in promoting and enhancing the marketability of a product.

Focus Group

Focus group method or focused interview is essentially a panel discussion, during which the participants found out the attitude to this or that type of activity or product of this activity. Focused interviews, as well as any other sociological research, suggest some integral aspects that were conducted in this research as well. First of all, a program with a formulated and proved problems, goals, and objectives of the study along with the target population, the number, and size of the focus groups was prepared (Liamputtong 52). Moreover, at this stage, no hypotheses were used as it is believed that it might prejudge the understanding of the problem. The second stage was a team training consisting of the moderator and assistant. The assistant was responsible for audio and video recording capturing particular statements such as nonverbal characteristics. Third, participants of the focus group were selected randomly. Fourth, a guide consisting of a greeting, an explanation of basic rules of formulating questions, and specification of the time and length of breaks was written.

A focus group was conducted through two sessions. The first includes six males: four Saudis and two non-Saudis, and the second one includes five females: three Saudis and two non-Saudis. The focus group tests the participant’s interpretations of well-known logos with modified colors. Each participant will identify the best-fit industry for the modified colors.

Demographics of the Participants

The focus group session is divided into two groups, male and female groups. The male group consists of six people whereas the female group consists of five members.

Male Group Participants

1. Muath, the Saudi citizen, lives in the eastern province, and he works for the giant oil company, Saudi Aramco. He studied engineering, and he got a degree in Electrical and Electronic Engineering from Aston University, United Kingdom. He enjoys reading and exercising in all kinds of sports.
2. Jaime, 32 years old, is Spanish living in Saudi since 2013 and working in IT. Interested in sports, traveling, theater, and outdoor life.
3. Assem, 26, Saudi, Business Development Analyst at Aramco.
4. Thomas 29, German, the landscape architect, 3-year working experience in KSA. He studied in Germany, Thailand, and India. He is a traveler and likes sports. He is interested in meeting new people and enjoys diving deep in new cultures.
5. Aaron, 32 years old, USA, has 5.5 years of experience in KSA, English Teacher, he is a big traveler.
6. Hazem, he is 19 years old and from Saudi Arabia, and he is a KFUPM student. He likes sports.

Female Group Participants

1. Haila, Saudi female, works as a school principal.
2. Razan, Saudi female, a Physiotherapy student.
3. Helen, French, living in Saudi for seven years, works in the sphere of public relations.
4. Nora, a Saudi female, works in IT, and she is a big reader.
5. Caroline, South African, she works in the finance industry, and she has been in Saudi Arabia for four years.

Summary

The focus groups’ results for males and females are summarized in Table 2 and Table 3 below. In Table 2, there are results of the focus group session conducted with Saudi males. When men did not recognize logos and only guessed what industry to choose, they were inclined to associate logos made in such colors as yellow, orange, and red with Food, Energy, and Technologies. Still, much attention was also paid to the form of logos that could help the respondent memorize the logo. Thus, the blue logo was associated with Sports and Automobiles mainly because of its form, but the association with the fresh air was also accentuated in this case.

The combination of both orange and violet colors in the famous logo of Kodak made respondents doubt, and they named such industries and spheres as TV, Fashion, and Food in addition to photography. The logo of Rolex made in the black color provoked an unexpected association with the Food industry in two cases. The green color used in the logo of AT&T, a telecommunications corporation, made respondents think about Sports and the Organic Food (Table 2).

Table 3 presents the results of the focus group session conducted with Saudi females. Those logos that were made in such colors as yellow, orange, and red were associated with Tourism, Energy, Aviation, Sports, and Food industries. It is possible to note that vivid colors made the females think about lively activities. The logo of Rolex, even made in the black color, was easily recognized and associated with the Fashion industry. The logo of Kodak designed with the help of the combination of orange and violet colors was mainly associated with TV and Automobile industries. Thus, the form of the logo supported by the unexpected choice of colors could influence the respondents’ visions of its meaning. The blue logo was associated with Sports, and these interpretations were similar to the males’ ones. The green variant in the AT&T logo was associated with Banking, Tourism, and Aviation, and it is possible to assume that the form of the logo influenced its interpretation significantly (Table 3).

Table 3 The summary of Group Two results.

Questionnaire

In this study, a survey is conducted because it is the most efficient tool to reach a large sample size. The use of a survey is the best way to get the specific and standardized information because respondents have the same questionnaire. The questionnaire covers three demographic questions regarding their age, gender, and living in Saudi Arabia. The questionnaire starts with addressing the favorite color of the sample.

Then, it measures the color associations with a matrix question which consists of nine colors and nine words. In addition, it evaluates the main factors that affect the consumers’ decision to purchase a new product. These are the package color, the package size, the color of the brand, the color of the logo, the brand name, and the price on a scale of one to five (strongly disagree, disagree, neutral, agree, and strongly agree). Furthermore, the questionnaire tests attract the consumer’s attraction to a particular product due to its colors with the help of an agreement question format.

In the second half of the survey, the questionnaire covers the brand recognition through two questions. They help in recognizing a favorite brand based on the brand color, brand logo, and package color on a scale of one to five (strongly disagree, disagree, neutral, agree, and strongly agree) and the ability to recognize a brand with a color difference on an agreement question format. Finally, the questionnaire ends with a matrix question to link different industries (Airlines, Automobile, Banking, Cosmetics, Education, Energy, Fashion, Food, Petrochemicals, Pharmaceutical, Sports, and Technology) with the best color fit according to the respondent’s opinion.

All the components of the questionnaire were taken from credible sources such as “Colors and Cultures: Exploring the Effects of Mall Decor on Consumer Perceptions” by Chebat and Morrin, “Exploring Consumers’ Product-Specific Colour Meanings” by Kauppinen-Räisänen, and Luomala and others pointed earlier.

Sample

When using social media, it is also possible to apply random probabilistic sampling. In particular, knowledge received through the investigation of social media might be verified using random sampling. Social media is altering with time. Therefore, it needs to be proved in the process of time.

Due to the wide range of consumers, a sample is developed to enhance the easier data collection and analysis. The population of this study is young adults aged between 18-35 years old because the young generation in Saudi Arabia accounts for about 70%. Also, they are more vulnerable to new market trends and technological changes. The sampling method which will be used is the random probabilistic sampling to have equal probabilities among the population. Furthermore, it will be more representative and convenient since the population is homogenous. The sample size was filtered by asking the population whether they live in Saudi Arabia. This question aimed to make sure that it reflects the exact target sample.

Data Collection

The questionnaire was distributed online through social media, such as Twitter, Instagram, and WhatsApp, to reach many people from different cities. After the collection period, the total sample size was 396 persons, 100 responses were collected in the field, and the rest responses were online. In both cases, questionnaires were distributed to the respondents to fill in.

Validity and Reliability

Validity and reliability are important aspects while designing the questionnaire to ensure that the results reflect what it should be measured. Prof. Mohammed Sohail reviewed the questions, and all the questionnaire elements were selected from the literature review.

Data Presentation

After the filtration, the sample size became 589. The non-Saudi residents were removed since they do not reflect the target sample. Age groups were divided into 5 groups as shown in Table 4. About 46.8% of the respondents are aged from 15 to 25 years. In addition, around 39% are aged from 26 to 35 years. The majority of the Saudi population is made up of young people, as it is stated in the Saudi Central Department of Statistics and Information. They account for about 86.5% of the total sample size.

Furthermore, the sample size was split between males and females with 50.08% males and 49.92% of females. The table below shows the demographics in detail. The table indicates the demographic composition of the target population. It can be noticed that the majority of the participants are young people aged between 15 and 35 years. Young people, regardless of their gender, are fond of colors. At the same time, people within this age group are economically active. Therefore, the majority of them have the financial capability to buy products. Women prefer different colors from those ones selected by men, and this fact explains why gender is used to categorize the participants.

Table 4: The demographic information.

Analysis Techniques

The data analysis is necessary because it enables the researcher to interpret facts and make it easy for understanding by interested parties and stakeholders. In this research three statistical techniques were applied:

1. Correlation;
2. Average;
3. Frequency.

Results Summary

Averagely, 3.4 of the color packages affected the purchasing behavior of the consumers. Similarly, an average of 3.5 and 3.3 of the color brand and color logo influenced the consumer purchasing behavior. Concerning the brand recognition, a large proportion of the sample relied on the brand logo and color, followed by the packaging color. The analysis demonstrates that for the brand color, the study recorded a mean of 3.16 with the highest proportion of the sample being 37.61%. The results proved that the brand color had an effect on consumer purchasing behavior. While 32.72% agreed that the brand logo influenced the psychology of consumers, 33.64% of the respondents showed neutrality on the package color, with a mean of 3.24 and 3.09 respectively.

The analysis also indicated that 71.99% of the total sample recognized brand with the color difference. The color attraction in the marketplace when making purchase decisions had a proportion of 71.47%, compared to the 28.53% not attracted by the brand color. The correlation test shows that there is a statistically significant association between brand recognition and color attraction. The result implies that the color attraction is highly significant in the brand recognition among consumers (Beneke et al. 56). From the focus group data, the logo design and colors have different associations across industries. The elements play a significant role in shaping consumers’ purchasing decisions.

Favorite Color

The question in this context is used to demonstrate the favorite colors among the sample. Black comes first with 26% followed by blue with 21%. Pink, yellow, and orange come last with a percentage of 2% each. There is a big gap between the first two colors and the third color, with white having about 12% responses. In many cases, the dominance of a color depends on the culture of the society. The majority of participants chose black as their favorite. It might be because of the prevailing practices that have made the majority identify with the black color. On the other hand, blue shows a sense of calmness and tranquility. It is easy to identify positive perceptions with blue because of its association with the sky or watercolor.

Table 5: A result showing favorite colors.

Favorite Colors with Demographics

The part of the study correlated the favorite colors of participants with demographics. For male respondents aged 15-25 years old and 26-35 years old, blue and black are the first choices while orange and pink come last. For the females in the same age category, white and black are at the top while brown and orange came last. For males aged between 36 and 45 years, yellow and blue came at the top. For females, blue, black, and yellow come first.

Furthermore, for male respondents aged between 46 and 55 years old, white is the most favorite color. However, for females, their favorite colors can be black, green, white, and yellow. Table 6 shows the impact of gender on the color association. The number of male participants who choose a certain color is different from the number of females who choose a similar color. The table also shows the impact of age on the color choice. Also, the results suggest that color preferences continue to change as a person grows older.

Table 6: Favorite colors with demographics.

Color Associations

Colors have different associations for each individual; people uniquely interpret colors. Table 7 shows the associations of colors with a list of nine words. For ‘cheapness’, yellow is scored as the highest one with about 16%. Purple comes last with 6%. For ‘courage’, black has about 18.5%. However, purple is the lowest one with 4%. Furthermore, black is associated with ‘fear’ and scored about 27% whereas blues are least associated with 7%. ‘Fun’ is associated with blue and scored 18%. However, its association with brown and black is only 3%. Moreover, the association of ‘quality’ with black is about 25%.

However, its association with yellow is only 3%. For ‘reliability’, blue comes first with 18% whereas red comes last with 4%. For ‘security’, green is the first in the list with a score of 23% while its association with purple is only with 4%. ‘Speed’ is associated mostly with red and scored 28%. However, its association with brown is only 3%. Finally, white is associated with ‘trust’ with 23% while the trust’s association with orange is 3%. The color association differs from one social context to another. It takes a diverse direction depending on an individual and the dominant perception of colors. A person might refer to personal preferences or cultural meanings to associate with colors.

Table 7: Color associations.

Purchase Behavior

This question aims to analyze the factors that affect the decision to buy a new product and whether colors play an important factor in the buying process. It appears that colors have an impact on the package. The color of the brand and the color of the logo have a mean of 3.4, 3.5, and 3.3 respectively. The study results indicate that the packaging color has a significant impact on the consumer’s decision to purchase the product. The consumer’s purchasing behavior can be influenced by the product color. However, the price has the biggest impact on purchasing a new product with a mean of 3.9. The majority of participants believe that the color of packages, brands, and logos related to a new product affects the consumer buying behavior. As it was stated earlier, the effects of color on perceptions influence the decision of a customer to choose from a variety of products.

Table 8: Purchasing behavior.

Brand Recognition

The sample shows an agreement on the variables that help them to identify their favorite brand. The brand color has a mean of 3.16, which is relatively high. However, the brand logo is the first variable in the brand recognition with a mean of 3.24. In general, the brand color, brand logo, and package color have a relatively high agreement. The higher percentage of the study sample agreed that the color influences the brand recognition. When consumers’ favorite colors are included in the brand, logo, or package, they will choose the product from arrays of other competitors.

Table 9: Brand recognition.

Besides, the respondents were asked if they could identify a brand with the color difference. Approximately 72% agreed that they could recognize the color difference whereas 28% of respondents stated that they could not. This fact shows that people are focused on colors, and they can figure out the colors’ change. The main objective of this question is to determine the significance of the color choice in a brand. When designing a brand, marketers must note that their color choice will determine the brand’s attractiveness in the market. Consumers can easily recognize a brand because of its color.

Table 10: Brand recognition with color difference and color attraction.

People are attached to several things in the market place. Colors are one of these attractions. With a relatively high percentage of 71%, the sample agreed on the attraction to the color while 28% disagree on that. In addition to the quality, the color is a fundamental factor when making a choice. The main objective of every business is to attract customers, and the color plays a key role in customer attraction.

Table 11: Color attractions.

Market Applications

The following part of the questionnaire was designed to open the opportunity to the respondents to choose their colors for the listed industries: Airlines, Automobile, Banking, Cosmetics, Education, Energy, Energy, Fashion, Food, Petrochemicals, Pharmaceutical, Sports, and Technology. The respondents were allowed to choose more than one color for each industry. Black was highly linked with Automobile, Cosmetics, Fashion, Pharmaceutical, and Technology, whereas it was not recommended for Education, Food, and Pharmaceutical. Blue was selected for many industries, and this fact shows how this color is selected as the favorite one by the sample. It can be used for different fields.

As it was mentioned earlier, the blue color is not a common element, and it was least selected for Energy, Fashion, and Sports. Furthermore, yellow is not popular and was least chosen for Airlines and Cosmetics. However, green was selected as the best fit for Banking, Education, Energy, Food, and Petrochemicals. On the other hand, white was a neutral color since it was not selected as the best or the worst color for any industry. While comparing the results of Question 10 with the results of Question 4, it is possible to notice how popular black, blue, and green colors are, and it is reflected in Table 12. When selecting a brand color, marketers must understand the color preferences in the industry. Each industry has its unique color combination based on the target customers.

Table 12: Marketing application of colors.

Brand Recognition and Color Attraction

A correlation exists between the two following questions about “brand recognition with a color difference” and the “color attraction.” As it is shown in Table 13, the test concludes that there is a statistically significant correlation between the two variables. Thus, increases or decreases in the brand recognition with a color difference do significantly relate to increases or decreases in the color attraction. The correlation approach was used to determine the relationship between brand recognition and customer attraction. Consumers are attracted to the brand they can easily recognize.

Table 13: Correlation test on brand recognition and color attraction.

** Correlation is significant at the 0.01 level (2-tailed).

Results Explication

The study shows that the colors of product packaging and brands have a significant impact on purchasing behavior. Consumers rely on the color attraction while selecting a product to purchase in the market. The same tendency was observed in previous studies. The decision to buy a product or not depends on the packaging color because of the individuals’ color sensitivity. Based on their perceptions, consumers will be interested in the colors that they perceive to be attractive to them. However, the product price is more important than the other factors because consumers focus on the product price before considering other qualities that affect the purchasing decision.

The brand recognition is based on the color of a product and the ability of its package to attract the customers. Goods that are packaged in brighter colors, such as yellow, have a higher attraction for consumers, unlike those that are packaged in dull colors. This fact implies that there will be high sales of products packed in highly attractive colors. After Beneke et al., it was stated that different industries are associated with various logo designs and colors which also means that consumers will recognize a company by seeing the logo and its color automatically.

Companies are associated with different colors in terms of their brands, logos, and packaging that a consumer will relate to the manufacturer just by checking the wrapping. While considering this fact, companies should focus on creating distinct and unique brands and logos. Their designs should use colors associated with the company to ensure that it improves their image and expands the market share.

Additionally, the analysis in terms of identifying the favorite color, the color associations, the color in relation to the purchasing behavior, the color attraction, and the brand recognition provides positive results. It confirms the assumption that the black color is the most favorite one with 26% of the participants. On the other hand, 21% of the respondents prefer the blue color. Therefore, customers will tend to buy products branded and packaged in black or blue colors. The gender plays a significant role in the color choice and associations. According to the demographics analysis, a higher number of males prefer the black color while females choose the blue color.

To analyze the effect of colors on the buying behavior of the selected consumers, the color of the package, brand color, and logo must be considered. It implies that every market segment has prospective buyers with unique behaviors and responses to colors.

Following the statistical analysis, a great percentage of the participants agreed that the color of the package influenced the purchasing decisions. Colors create the company’s image and reflect its values. The study also confirms the tendency mentioned by Hausman and Siekpe, who claim that although the price difference plays the most significant role, a business cannot ignore the influence of colors Substitute products use the pricing technique to capture the huge market. Therefore, rivals can sell their products at the same prices. In this case, the color will determine the consumer’s decision to buy a product. In conclusion, it is important to note that the brand, logo, and packaging color play a significant role in influencing consumers’ purchase decisions.

Among the implications of the study, one might note several managerial, contextual, and theoretical aspects. For example, the results of the study are significant for the theory of marketing. In particular, they might be used both by scholars or other students in their future investigations. Besides, there is the contextual implication of colors as they may carry different meanings depending on the context.

Context helps to determine which of the connected nodes in the network are active. For instance, black kitchen appliances are not likely to launch a chain of associations connected with mourning, because the dishwasher does not have a direct connection with the funeral rites. As another example, let us take the red color. In the context of romantic relationships, red can cause feelings of passion and appeal. That is why dating sites are usually designed in red colors.

Finally, managerial implication consists in the fact of improving customers’ mood because the majority of consumers expect pleasant emotions as a result of shopping. Knowledge of psychological semantics of colors helps to choose the color scheme appropriate to the character and mood of consumers in a particular field and form the most effective emotional perception of the product. The creation of graphic logos and visual range of advertising campaigns should also take into account color peculiarities.

Recommendations

Companies need to focus on branding their logo and products with the help of colors that are attractive to the target audience. The color must be associated with the logo, and when a customer sees the product, the company’s logo, and the brand color, it should be reflected in the mind. The used tones should be associated with the company’s brand. Some colors are associated with various features, emotions, actions, and feelings.

For instance, based on the study, the majority of the respondents associate the black color with the quality while blue is associated with reliability. Companies must also consider the differences in the color association. Audiences might have different perceptions about certain colors when the company plans to propose its products to several markets. To succeed, it should conduct a detailed research on different market segments. Studying the color correlations in different markets will help the firm to develop a brand, logo, and packaging with colors that will attract more persons. The perceptions and psychological impact of colors on decision-making vary from one context to another. These influential factors include the people’s religion, gender, cultural practices, common laws, and age among other aspects.

It is important to recommend an effective marketing strategy regarding the use of colors in promoting products in the Saudi Arabian context. The initial choice of customers is an important factor in marketing. The choice of a product is closely related to a person’s mindset. However, one’s perceptions also depend on external variables. The concept of the color association is one of the facets that lead to changes in customers’ visions. Before choosing colors, a business must identify the demographics of its market. Thus, the knowledge of the market composition can help the business specify the suitable colors for its business. In this context, the psychological impact of colors is a significant persuasion approach that marketers can use to capture the target audience.

When promoting a new product in the market, the brand and packaging have a significant impact on the buyers’ minds. Therefore, a company’s marketing team must consider the color use and its incorporation in their marketing strategy. In the global market, where numerous similar brands are present, firms experience significant competition within their industries. To reach the competitive heights over its rivals and achieve huge market shares, a business must claim its name and brand positively, and a brand must manifest itself to the target population in a manner that appeals to their social, religious, and cultural values.

The design of a brand logo should utilize colors that must positively communicate to the target customers. The colors used in the design of a brand logo determine the people’s perceptions of this brand in the target market. Therefore, before introducing a new brand in a market segment, a firm must research and understand the social, cultural, and religious aspects of the population. Due to the vast variety of functions of the color in communication, as well as the creation of values and meanings, the company’s marketing team needs to identify the right combination of colors that would attract people to the brand. For instance, in the context of Saudi Arabia, the focus can be on the use of red and orange colors for promoting energy, food, tourism, automobiles, and aviation industries.

It is crucial to take a holistic approach in order to make an excellent design of a company’s tagline and logo while attracting potential customers. The underlying emotions that colors can evoke vary depending on the age, gender, geographical location, social values, cultural practices, and religious beliefs. During the marketing research, the team must study these aspects thoroughly, with references to the human response to colors. The most important facet of the development of the marketing strategy is to evoke emotional appeals making customers buy certain goods. Marketers must identify colors that are likely to stimulate targeted buyers to choose their brands among rivals’ ones.

Conclusion

In conclusion, it should be emphasized that the study was aimed at the reflection of the literature review, namely, of the impact of colors upon customers, the identification of key concepts, and the examination of the Saudi Arabia population using focus group interviews. The study also analyzes relationships between businesses and color perception. It was stated that there are some preferable and unsuitable colors depending on the different fields of the business. Additionally, it is especially important to point out that the research has a practical section. To prove the literature review and detect new aspects, focus group methodology was used. The research disclosed principal features of products’ color perception among youth as they contain 70 percent of the population of the country.

Therefore, the limitation of the paper concerns elderly people and those living outside Saudi Arabia. Therefore, it seems significant and useful, to study the above gaps. Perhaps, prospective investigations should be devoted to the comparison of two or more countries chosen by similarity or distinctively attribute. For instance, the comparison of Saudi Arabia and the United States, as well as Saudi Arabia and the United Arab Emirates, would be contributive. Moreover, the study is limited by those logos used during the group interview. Consequently, it seems appropriate to expand the range of items to achieve a high degree of validity.

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Appendix: Questionnaires

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