Color Matters

Topics: Marketing, Color, Primary color Pages: 3 (776 words) Published: May 6, 2013
Color Matters

Karmeilla McGee

Belhaven University

Color Matters

In the marketing arena, color plays a significant role in a company’s advertisement and packaging. According to research, the right color is worth a thousand words as well as it can increase sales and a company’s profit (Morton, 2010). Most importantly, a company’s color is closely related to the type of judgment and decisions consumers make regarding a specific product. Research also reveals that color increases brand recognition, memory, engages and increases participation, and attracts consumers attention (Morton, 2010). Overall, color is powerful in marketing. Therefore, this paper will discuss the importance of color with Coca-Cola Company’s advertising as it relates to the different meanings, cultures, and segment markets.

The Importance Of Color With Coca-Cola Company’s Advertising

Coca-Cola is one of the world’s most popular and recognized brand. Let’s discuss the company’s purpose for being in business. The mission of the Coca-Cola Company is “to refresh the world, inspire moments of optimism and happiness, create value, and make a difference” (The Coca-Cola Company, 2013). With that being said, the colors of the Coca-Cola Company in their advertising, which is red and white, are extremely important for a number of reasons. First, the company wants to send the right message to consumers. Second, the colors help identify the different brands (Kolter & Keller, 2012). Third, the different colors also help the company to differentiate themselves from their competitors. Most of all, Coca-Cola’s distinctive colors conveys information and/or provides consumers with some other operational benefits (Morton, 2012). Overall, the colors main goal is to get consumers’ attention while making an impact on their buying decision.

The Different Meanings

According to the color wheel of branding and packaging, the Coca-Cola Company’s...
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