by Killeen Gonzalez

Created on: June 26, 2009   Last Updated: July 03, 2009

Colors are rich in symbolic value and have powerful cultural meanings. It is the powerful cultural meanings attached to colors that make them a central aspect of many marketing strategies. Business owners should make their color choices carefully with regard to such things as packaging, advertising and store decor.

Savvy marketers recognize that the color of a product's package can be a crucial catalyst for sales. Not only does the coloring of the package effect how a consumer views a product, it can also help the product distinguish itself from it's competitors or aid a consumer in recalling the product's marketing message. An example of the power of coloring in packaging is Eastman Kodak's use of yellow, black and red on it's product's packaging. The colors became so synonymous with their products that the company was able to be granted exclusive use of the colors through a legal device known as a trade dress. Consumers are so use to seeing that color combination on a box of Kodak film that you can obscure the name from the package and consumers would still be able to distinguish a box of Kodak film from that of it's competitors.

This visual impact of color in packaging also carries over into the realm of advertising. Colors have been known to cause certain reactions in certain people including the creation of parallel references. For example in the 2008 elections President Obama's message was about hope, change, and a new generation in government. The red, white and blue circular logo he used in his marketing collateral was similar to the logo used by Pepsi Cola in it's new generation ads. Whether or not the similarities between the two were intentional or not remains to be seen. Either way both Pepsi and President Obama ran great marketing campaigns.

Over the years aspects of the psychology of color have influenced the decor of countless businesses. For example exposure to warm hued colors such as yellow and orange have been shown to stimulate hunger and cause people to react quickly to certain stimuli. Knowing that is it any wonder that the majority of fast food restaurants employ warm hued colors in both their decor and their logos?

In summary, business owners should carefully consider their color choices for everything from store decor to packaging. Because of the strong cultural meanings attached to color, color choices must be a central aspect of one's marketing plans. Ignoring the importance of color in ones marketing plans can truly leave a business owner red faced and without enough green. For more information on this topic or other business related advice consult with you local marketing professional.

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