Abrar OMARALKHAMİSİ, Afnan Salem BA-BRAHEM, Ahsan ABDULLAH

A STUDY OF COLOR AS A MARKETING CUE IN SAUDI ARABIA

Colors have powerful effects and prompt reactions based on both instincts and connotations. Colors have a subtle but pervasively effective element in graphic design. Colors alter the meanings of the objects or situations with which they are associated and color inclinations can predict consumers’ behavior. Colors instil graphic representations in packaging, advertising, and branding. Colors are also considered a significant part of our psychological and biological heritage. The cultural and social trends greatly influence the meaning of a color. Therefore, it is both challenging and rewarding to study the color psychology because of the various figurative meanings of colors in the various cultures. In this paper we will study the color psychology in marketing based on survey of 75 mostly Saudi respondents from different age groups and both genders. We will consider the impact of color on dependability, quality and inexpensiveness of the items being marketed. We argue that a cultural perspective of color research and application is vital for developing marketing strategies for the Saudi market

Keywords:

psychology physiology, color, therapy,

PDF

___

Barbara Wong (2009). " COLOR PSYCHOLOGY IN DESIGN".Shine 21, pp. 1-5.
Valerie Logan (1997) , Colour Therapy Healing. http://www.colourtherapyhealing.com/colour/colour_history.php , [Accessed 1 April
Zena O’Connor (2011) ," Colour Psychology and Colour Therapy: Caveat
Emptor".Wiley Periodicals Inc , Vol.36, No. 3, pp. 229-234. Palmer Stephen& Schloss Karen (2010)"An ecological valence theory of human color preference".PNAS , Vol.107 No. 19, pp. 8877–8882.
Palmer Stephen& Schloss Karen (2009)"An Ecological Valence Theory of Human
Color Preferences", pp. 2668-2663.
Bevil Conway (2012 ), "Color Consilience: color through the lens of art practice, history, philosophy, and neuroscience". ANNALS OF THE NEW YORK ACADEMY OF SCIENCES 1251 , pp. 77–94.
Yamashita ,Yamada & Yasuda (2012)." PSYCHOPHYSIOLOGICAL EFFECTS
OF TONES OF COLOURED LIGHTS IN A DARK ENVIRONMENT".NES2012
Proceedings ,Saltsjöbaden, Sweden, pp. 1-6. Lambert, J. (2004, September 13). Colour schemers. Canadian Business, 77(18), 76
Shank, M. D., & LaGarce, R. (1990). Study: Color makes any message more effective. Marketing News, 24(16), 12.
Berman, M. (2007). Street smart advertising: How to win the battle of the buzz.
Lanham, MD: Rowman & Littlefield. Wallace, R. (2002). Icons: Your brand’s visual language. Point of Purchase, 8(2),
Bleicher, S. (2005). Contemporary color theory and use. Clifton Park, NY:
Thomson/Delmar Learning. Nelson, R. P. (1994). The design of advertising. Dubuque, IA: WCB Brown & Benchmark.
Alva, M. (2006, December 26). Color me Verizon red, T-Mobile pink and…: Big telecoms are using hues to create brand identity. Investor’s Business Daily, A07.
Aslam, M. M. (2006). Are you selling the right colour? A cross‐cultural review of colour as a marketing cue. Journal of marketing communications, 12(1), 15-30.
Gage, J. (1993) Colour and Culture: Practice and Meaning from Antiquity to
Abstraction (London: Thames & Hudson). Galileo (1623/1989) The assayer, In: M. R. Mathews (Ed.), The Scientific
Background to Modern Philosophy: Selected Readings, pp. 56–61 (Indianapolis: Hackett). Schmitt, B. H. & Pan, Y. (1994) Managing corporate and brand identities in the Asia-Pacific region, California Management Review, 36(4), pp. 32–48.
Garber Jr, L. L., Hyatt, E. M. & Starr Jr, R. G. (2000) The effects of food color on perceived flavor, Journal of Marketing Theory and Practice, 8(4), pp. 59–72.
Grossman, R. P. & Wisenblit, J. Z. (1999) What we know about consumers’ color choices, Journal of Marketing Practice: Applied Marketing Science, 5(3), pp. 78–88.