Different of color reaction

NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.

NB: All your data is kept safe from the public.

Scientifically it is perceived that there is no color in the physical world, but color is taken to be light waves that are composed of waves of varied length. The retina of the eye which is sensitive to the light waves is responsible for all the various colors that we see as it responds differently to the diverse light waves that reaches it.

The Human eye can see up to 7 million different colors. The issue about color has raised a lot of interest to many scholars and research has been conducted on the subject revealing that there exist various perspectives regarding people’s response to color and how it affects behavior. Some studies depict that color reaction could be inborn or learned (Grieve, 1991).

There are many scholars that support the school of thought that advocates the difference in color associations as a result of the underlying religious, philosophical and attitudes of the people. The choice is as a result of the great influence that is associated with an individual’s background in regards to how he/he perceives things. Demographic factors like ethnicity, gender, sex and age are pointed out as essential features that depict the communicative value aspect of colors (Pamela, 2002).

The associative learning study is a very effective method in assisting people appreciates the color development and color preferences. Classic conditioning involves use of certain systematic paired stimuli to give specific responses. Thus, associative learning has been instrumental in helping to explain the human psychological response to color (Watson & Rayner, 2011).

The response on color is a learned process. Studies conducted show that people that belong to different economic statuses, geographical heritage and span of sunlight exposure possess varied color perceptions. For instance people living in the United States of America considers the blue color as a color of masculinity, while the same color is regarded as a color of cold or evil in East Asia.

These factors are more instrumental in understanding the color preferences in various settings than the common environmental factors marketers prioritize first. The researches show that those people that live in areas that have very bright sunlight such as along the equator have more developed vision that make them posses a depression in color discrimination for instance, a decrease in the perception of blueness as their eyes possess higher amount of yellow intraocular pigments (Grieve, 1991).

Alternatively those people that live where light exposure is less tend to have more refined color vision. Such people tend to have an increased perception of color blue. Thus, the physiological differences are very necessary to understand the differing chromatic stimulus and especially for marketers while advertising to facilitate the perception of the colors they use (Pamela, 2002).

Nowadays marketers and especially the advertizes generally comprehend the importance of color. Color plays an important role in business and it has triggered a lot of interest to many scholars. Studies done on affect of color on perception indicate that color is very significant in arousing emotional reactions and affect persuasiveness.

These stimuli have an overall impact of influencing a consumer’s perception concerning a particular product. For example, people that come from U.S. will tend to purchase products that have blue color while those from East Asia will less likely prefer them. In advertisement, color is used to promote readership, and thus improve learning. Bright colors such as red or blue are conspicuous and will highly attract greater attention and that is why they are often used for advertisements.

Colors are thus known to cause strong stimuli that induce reactions through both instincts and associations. Some people will prefer a certain color due to their past interaction with people that had a preference for such color, while others will settle for a color because they just like it.

The affect of color has been used in many instances to change the meaning of various products and situations linked with them. For instance, a firm that uses the red color as its branding color may opt to change it either to blue or green color if it happens to realize a product that greatly damages its brand name due to its adverse effects on the consumers. This will be a strategic move for the company to position again its brand.

In marketing, color preference has been very instrumental to corporate as they assist marketers to predict consumer behavior. Therefore color is a very important aspect in corporate world since if well used it can induce emotions and affects consumers’ perceptions positively. Through this process it can greatly help a company in positioning or differentiating its products to survive the contemporary stiff competition.

Appropriate use of color has greatly enabled many big corporate establish their brands globally. Successful brands such as BP, Kodak have used the green and yellow color respectively to differentiate and stand out. These colors are universally accepted in many parts of the world and that is the reason why these firms settled for them. Use of strategic colors enhances in the establishment of a brand since brands are known to be fortified in memory by presence of associative learning system.

This is very common in countries where illiteracy is high or in nations where use of symbols is prevalent because when consumers are not in a position to determine the quality of a product, they opt to make their purchase decision depending on the color or appearance of the product. Thus, corporations will require branding their products more effectively and realize the importance of use of appropriate colors as a strategy to survive the current high parity and competition of products (Aslam, 2006).

Studies conducted have revealed an amazing aspect of color. Different cultures have diverse color meanings and associations. In Nigeria and Germany the red color is associated with being unlucky, while the same color symbolizes being lucky in China (Adams & Osgood, 1973). Similarly, the color blue stands for masculinity in USA and Sweden. It is the color that is commonly adopted in U.S., as a corporate color. Surprisingly, the same color represents the idea of being cold and evil in East Asia (Adams & Osgood, 1973).

The 21^st century is characterized by advanced technology, diverse colors and people that are presently more integrated and live like in a global village. The modern market is saturated with many complementary and supplementary products from various multinational companies that operate globally.

Companies that are likely to survive the present stiff competition are only those that will realize importance use of colors. Standardization of some or almost all aspects of their products with those products from the competing companies is not sufficient to position their products strategically in the contemporary stiff competition. They should learn that it is only by the strategic use of color that will help them to position and differentiate their products globally more effectively.

This will only result when the marketers in these firms embrace the fact that color does not have a universal meaning across all cultures. Thus, the marketers should try and study the meanings of various colors from all the regions they plan to expand to so as to ensure that they use the appropriate colors to brand their products in these regions since color have different meaning across various cultures and the choice of the color can greatly affect the sale of a product (Grimes, 1998).

Reference List

Adams, F. M., & Osgood, D. (1973), “A Cross-cultural Study of the Affective Meanings of Color,” Journal of Cross-Cultural Psychology, 4, 135-156.

Aslam, M. M., (2006), “Are You Selling the Right Colors? A cross-Cultural Review of Colors as a Marketing Clue,” Journal of Marketing Communications, Vol. 12, No. 1, 15-30.

Grieve, K. W. (1991), “Traditional Beliefs and Color Perception,” Perceptual Motor Skills 72 (3), 1319-1323.

Grimes, A., & Doole, I. (1998), “Exploring the Relationship Between Color and International Branding,” Journal of Marketing Management, 14, 799-817.

Pamela, P. (2002), “Color by Numbers,” American Demographics, 24, 2 (Feb), 30.

Watson, J. & Rayner, R. (2011) Conditioned Emotional Reactions: The Case of Little Albert. New York: Prentice Hall

Click Here To Order Now!

Different of color reaction

Do you need this or any other assignment done for you from scratch?

We have qualified writers to help you.

We assure you a quality paper that is 100% free from plagiarism and AI.

You can choose either format of your choice ( Apa, Mla, Havard, Chicago, or any other)