Color Matters Essay
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 colors for their advertisement ensures different meanings. As stated earlier, the colors of the company’s advertisement are red and white. These colors have been used for more than a hundred years. Red promotes Coca-Cola friendly qualities such as energy, powerful, courage, excitement, and strength (Kolter & Keller, 2012).
Whereas white indicates that the company is all about creating products that are innovative and modern. As result, these colors have been a very successful color strategy and have helped the company become the world’s top companies in their industry (Pigford, 2013). In addition to, the great contrast of the colors also ensure readability, which is one of the important factors of product strategy in marketing (Pigford, 2013). The Culture
The Coca-Cola Company has a winning culture, which defines the attitudes and behaviors of their employees (The Coca-Cola Company, 2013). In this case, the choices of the colors also inform consumers that the employees also have the same attributes regarding their work performance. Coca-Cola’s colors relates to their culture because the company and its employees demonstrates: (1) collaboration; (2) how they have courage to shape a better future; (3) integrity; (4) accountability; (5) passion; (6) diversity; and (7) quality.
The Market Segments A marketing segment is referred to as aggregating prospective buyers into groups that have common needs and their response to a marketing action will be similar. Market segmentation stresses two things: (1) grouping individuals or organizations according to similarity of needs and the benefits desired; and (2) needs and benefits must be associated to specific tangible marketing actions (Identifying Market Segments & Target, 2011).
Coca-Cola’s market segment consists of consumers who are seeking different and great products that are. The company’s colors also target individuals who also want to make differences in the communities, which require them to demonstrate commitment, energy, strength, and excitement. In conclusion,it is imperative that companies consider their choice of color when advertising or completing packaging. Colors and marketing are connected to one another in so many ways. Colors can influence an individual’s thinking, actions, cause reactions (Morton, 2012).
In fact, colors cannot be replaced because they are known as the most powerful forms of communication. More than so ever, colors are the visual component that consumers remember the most about a brand (Morton, 2012). Many companies who produce great brands rely on color as their key factor in immediate recognition. So, companies should utilize the color wheel of branding and packaging before launching their product.
Reference Mortan, J. (2012). Color Matters. Retrieved from http://www.colormatters.com/
University/College: University of California
Type of paper: Thesis/Dissertation Chapter
Date: 3 June 2017
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