The Coke Side of Life
Table of Contents
I. Introduction --------------------------------------------------------------------- pg. 2
II. Research Design --------------------------------------------------------------- pg. 3
III. The Coke Side of Life -------------------------------------------------------- pg. 3 - 9
a. Symbolism of Colors ----- pg. 4 - 7
b. Contrast --------------------- pg. 7 - 8
c. Proximity -------------------- pg. 8
d. Alignment ------------------- pg. 8 - 9
e. Limited Recognition ------ pg. 9
IV. Conclusion --------------------------------------------------------------------- pg. 9 - 11
V. Work Cited --------------------------------------------------------------------- pg. 12
VI. Appendix ---------------------------------------------------------------------- pg. 13
VII. Interview #1 -------------------------------------------------------------------- pg. 14 - 15
VIII. Interview #2 -------------------------------------------------------------------- pg. 16 – 17
IX. Interview #3 -------------------------------------------------------------------- pg. 18 – 19
Introduction
The psychology of color as it relates to persuasion is one of the most interesting and most controversial aspects of marketing. Using the right colors to promote a business during a marketing and advertising campaign is extremely important. In fact, researchers have found that up to 90% of snap judgments made about products can be based on color alone. (Ciotti) This is because a color can represent many different energies, emotions, and feelings. Therefore, the colors you use can send either a positive or negative subconscious message to the customer, creating a good or bad perception of your business or your product. For example, the color green represents relaxation and growth. Businesses that are promoting an excitement-filled event such as zip-lining or amusement parks, the color green would not be wise to use within their advertisements. However, for
I. Introduction --------------------------------------------------------------------- pg. 2
II. Research Design --------------------------------------------------------------- pg. 3
III. The Coke Side of Life -------------------------------------------------------- pg. 3 - 9
a. Symbolism of Colors ----- pg. 4 - 7
b. Contrast --------------------- pg. 7 - 8
c. Proximity -------------------- pg. 8
d. Alignment ------------------- pg. 8 - 9
e. Limited Recognition ------ pg. 9
IV. Conclusion --------------------------------------------------------------------- pg. 9 - 11
V. Work Cited --------------------------------------------------------------------- pg. 12
VI. Appendix ---------------------------------------------------------------------- pg. 13
VII. Interview #1 -------------------------------------------------------------------- pg. 14 - 15
VIII. Interview #2 -------------------------------------------------------------------- pg. 16 – 17
IX. Interview #3 -------------------------------------------------------------------- pg. 18 – 19
Introduction
The psychology of color as it relates to persuasion is one of the most interesting and most controversial aspects of marketing. Using the right colors to promote a business during a marketing and advertising campaign is extremely important. In fact, researchers have found that up to 90% of snap judgments made about products can be based on color alone. (Ciotti) This is because a color can represent many different energies, emotions, and feelings. Therefore, the colors you use can send either a positive or negative subconscious message to the customer, creating a good or bad perception of your business or your product. For example, the color green represents relaxation and growth. Businesses that are promoting an excitement-filled event such as zip-lining or amusement parks, the color green would not be wise to use within their advertisements. However, for
Cited: Kahn, J. (2010). Coca-cola case study. Unpublished manuscript, College of Communication, Boston University, Boston, Massachusetts. Retrieved from http://www.slideshare.net/MShahab/coca-cola-case-study-nsac-boston-university Kyrnin, J Ciotti, Gregory. "The Psychology of Color in Marketing and Branding." Help Desk Software. N.p., 06 Aug. 2013. Web. 04 Dec. 2013.