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Consumer color neuromarketing
Neuromarketing de los colores en el consumidor
Marcelo Patricio Obando Changuán*
Jorge Aníbal Loya Simbaña
*
ABSTRACT
The influence of colors and Neuromarketing on purchasing
preferences lies in the fact that the mind can associate colors by
harboring them in thought as a memory. The objective is to
demonstrate the impact of colors on consumers for purchase
and to verify if they are attracted by the packaging and size or
by the product. A review was made based on scientific data for
a bibliographic and descriptive research, including students
between 20 and 27 years old from ESPE. There were 30
respondents for consumer preferences with color selection and
50 respondents for the influence of color and product
characteristics to make the purchase. The methodology was to
show 24 images of 3 items in 3 colors and 10 neuromarketing
questions for the preferred selection. The results indicate that
colors influence the consumer to make the purchase, and, for
100%, size, color and appearance are important to be influenced
to purchase unconsciously. In conclusion, the colors yellow,
blue, red have an impact on the psychology and visual
neuromarketing influence on the purchase decision. There is still
a wide world to explore, because each person manages their
emotions and impulses.
Keywords: Colors, Purchasing, Consumer, Influence,
Neuromarketing, Influence
RESUMEN
La influencia de los colores y el Neuromarketing en preferencias
de adquisición radica en que la mente puede asociar colores
albergando en el pensamiento como un recuerdo. El objetivo es
*
PhD, Universidad de las Fuerzas Armadas ESPE, Department of CEAC,
Sangolquí, Ecuador, mpobando@espe.edu.ec , https://orcid.org/0000-0001-
5431-4310
*
MSc, Universidad Tecnológica Indoamérica, Faculty of Administrative and
Economic Sciences, Quito, Ecuador, jorgeloya35@gmail.com ,
https://orcid.org/0000-0003-0071-0793
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demostrar el impacto de los colores en los consumidores para
la compra y verificar si se sienten atraídos por el empaque y
tamaño o por el producto. Se realizó revisiones con base a datos
científicas para una investigación bibliográfica y descriptiva,
incluyendo estudiantes entre 20 a 27 años de la ESPE.
Participaron 30 para las preferencias de consumo con la
selección de color y 50 encuestados para la influencia del color
y características del producto para hacer la compra. La
metodología radicó en mostrar 24 imágenes de 3 artículos en 3
colores y 10 preguntas de neuromarketing para la selección
preferida. Los resultados indican que los colores influyen en el
consumidor para efectuar la compra, y, para el 100% lo
importante es el tamaño, color y apariencia para ser influenciado
a adquirir inconscientemente. En conclusión, los colores
amarillo, azul, rojo repercuten en la psicología y el
neuromarketing visual influyen en la decisión de compra. Queda
aún un amplio mundo por explorar, porque cada persona maneja
sus emociones e impulsos.
Palabras clave: Colores, Compra, Consumidor, Influencia,
Neuromarketing
INTRODUCTION
Since prehistoric times, human beings have seen the need to represent everything that
surrounds them, this is how primitive men painted with their hands any type of figure,
silhouette, etc., on the walls of caves; using materials such as reddish ocher and black
color obtained with charcoal. (Palacios, 2020) This type of painting is known as cave art
and a sample can be seen here. In the time of Aristotle in Ancient Greece, he expressed
with his theory of "the sense and the sensible" that black and white contained a series of
colors, which were: yellow, blue, purple, red and green. (Vicente, 2014) At the time of
the Renaissance, Roberto Grosseteste published his work "De Colore", where he studies
the metaphysics of light as something that God gave to the Earth. (Arbeláez, 2019)
Later, Leon Alberti established the existence of four primary colors (red, blue, green
and yellow), after the publication of his book "De Pictura" in 1436. This theory was
complemented by that of Leonardo Da Vinci, in which he expressed that black and white
were the extremes of the color range.(Grace, 2019)
In the Middle Ages, the most used colors, mostly in clothing, were green and red. Red
was the most used by Popes and Cardinals for the making of their vestments, while it
was associated with demons and hell. Yellow, on the other hand, was seen as a sign of
identification of traitors within society. And gray was associated with poverty and filth.
(Sas van Damme, 2013)
Going into the nineteenth century, we find Isaac Newton, who decomposes the colors
through the refraction of light and various scientific methods, obtaining the chromatic
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circle. In addition to the research of Thomas Young in relation to the human eye, where
he presents his theory "Trichromatic vision", in which he explains that the human eye has
three receptors sensitive to blue, red and green. (Magaña, 2018). In 1810, Johann Goethe
published his famous book "Theory of Colors", in which he states that the perception of
objects is affected by psychological and physiological factors. (Taboada, 2015)
For the year 1915, Albert Munsell appears presenting his work "color tree", which,
instead of sphere, Munsell created a "tree" in which the colors were distributed by
branches in order of saturation or purity, and where the branches can be of different
lengths, exemplifying, the branch of yellow is quite extensive, and orange, considerably
shorter. (Abreu, 2017) It is here where emotions begin to be related to colors, in a
sense of spirituality and calmness. Munsell's color tree can be seen in Figure 1.
Figure 1. Munsell tree
Source: (Britannica, 2018)
Color has become the most creative and fun way we humans have to express our
emotions or feelings. It is still not known exactly what is the scientific connection that
our neurons have with different shades, in relation to like it or not. However, a study
carried out by researchers Stoughton & Conway (2008) of Wellesley College, in relation
to the effect that colors cause in our neurons, explains how different pigments activate
certain parts of our brain in particular. Thus it is seen how blue, red and green tones
stimulate our brain a lot. Something else that the study emphasizes is the use of the
aforementioned colors in advertising designs and how they capture the consumer's
attention to a great extent.
Some data collected from different pages on neuromarketing show that: Color ads are
read 42% more than those written in black and white. Color in texts can improve
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reading comprehension by 73%, learning by 55-68% and reading by 40%, 93% of
consumers focus on the visual image, 84.7% of consumers say that color is the first
reason why they buy a particular product. (Moreno et al., 2018) Nowadays, color is no
longer just a tool to decorate pamphlets, billboards or any type of promotional material;
now a correct manipulation of colors can enhance brands and make them stand out in
the consumer's mind. During the chronicle of the human race, different conceptions of
colors have been granted; agents such as social culture and the psychological reactions
they provoke in our subconscious, have influenced the concepts of each pigment, so we
see how some mean life, joy and happiness, others death, sadness and depression. Table
1 shows the most used colors in marketing with their psychological interpretation,
symbolism, the effect or perception they produce and their use.
Table 1. Most Used Colors in Marketing
Color
Psychological
interpretation
Symbolism
Effect /
Perception
The use
provides
Red
Energy, courage,
vitality, health,
warmth, power,
rebelliousness, blood
Warmth, love,
passion, strength,
violence, fire,
Courage,
bravery, warmth,
desire, passion,
excitement,
attraction,
dynamism,
Intensifier of the
body's
metabolism with
effervescence
and passion.
Supports
overcoming
depression
Orange
Creativity, warm,
sacred, family,
happiness,
humbleness, health,
stimulation
Energy, vibrant,
youthful, fresh
Enthusiasm,
success, healthy,
youthful, fresh,
creative,
cheerfulness
Increases
immunity and
potency
Yellow
energy, encouraging,
positivism, optimism,
bright, hope,
cowardice, weak,
dangerous
Happiness,
entertainment,
electricity, smart
Optimistic,
cheerful,
happiness,
stimulating,
energetic
Helps mental
stimulation or
clears it up
Green
Harmony, life, hope,
money,
wealth, health,
calmness, serenity,
confidence
Vitality, growth,
abundance,
wealth, wealth,
prestige,
traditional,
balanced, nature,
ecology, growth
Tranquility,
natural, plant,
healthy,
exuberance, rich,
fertility and
freshness,
inexperienced,
jealousy
Levels emotions.
Strengthens the
spirit. Promotes
compassion.
Blue
Stability, progress,
quiet, calm, calmness,
confidence, security,
depressed
Loyalty, trust,
depression,
sadness,
Reliability,
faithfulness,
sincerity,
calmness, peace,
responsibility,
Calms the mind,
dispels fears
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sadness,
depression
Violet
Royal, prestigious,
luxurious,
mysterious, feminine,
serenity
Power, nobility,
mystery,
femininity
Luxurious,
ambition,
independence,
feminine,
nostalgic
Beneficial for
mental and
nervous
disorders.
Black
Power, glamour,
luxury, fear, death,
mystery
elegance, serenity,
formality, respect,
sadness, silence
Formal, elegant,
sadness,
sophisticated,
serious
It projects
objectivity and
functionality.
White
Peace, purity,
kindness, innocence,
tranquility, optimism.
Purity, cleanliness,
humility, virtue,
simplicity,
transparency
Freshness, clean,
direct, simple,
pure, honest,
sincere, healthy,
virginity and
perfection.
It purifies the
mind by raising
the levels.
Coffee
Stability, dirt,
dirtiness, laziness
Protection, dirt,
ceramic, natural,
tree trunk, tree
trunk
Safety, durable
Warmth and
naturalness
Lavende
r
Calm and tranquility
Balance, peace,
serenity
Youth and vitality
Stimulates
spiritual healing.
Silver
Wealth, money,
success, coldness,
arrogance.
Stability, peace,
tenacity
Balance, tenacity.
Prevents
ailments and
diseases.
Gray
Equilibrium, order,
boredom and old age
Independence,
self-control,
Intelligence,
encouraging,
success
Elegance,
respectful,
conservative and
formal;
temperamental
and balanced,
boring
Infuses
creativity.
Gold
Power, wealth,
abundance
Sun, abundance,
strength
Prestige, honor,
prosperity
Strengthens the
human body and
spirit
Indigo
Concentration and
planning
Wisdom, truth,
order
Conformity,
introspection
Clears the path
to spiritual self-
realization
Source: Adapted from (Leyva, 2018) (Casas & Chinoperekweyi, 2019)
Today the influence of brands on consumers is somewhat overwhelming. In our mind
we can associate them with certain colors and different shapes, as if it were a memory,
they manage to lodge in our thoughts. That's why brands nowadays want to be part of
our lives, introduced in our subconscious, linking with emotions, feelings, and
perceptions. Forming, not only a commercial image, but one of trust and appreciation,
and this is where Neuromarketing makes its appearance. In the past there was no answer
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to the question of why some brands were better received by the public than others,
whether it was simply luck or an excellent sales strategy. Now it can be said, with
certainty, that neuropsychological factors play a very important role in the consumers'
decision to purchase a certain good or service.
Neuromarketing is based on neuroscience and research methodologies, as well as brain
patterns and behaviors evident in people. The latest neuroscience research has shown
that customers' actions derive from a combination of biblical-emotional factors (fear,
anger, joy, sadness) and irrational factors, since the tendency to buy a certain product is
affected by non-conscious forces; for example: the environment, mood, social context,
etc. This means that customers do not logically examine the attributes and benefits of
products or services in order to purchase them.
However, the human brain can relate convergent and divergent thinking, the logical and
the emotional, make them act together, for decision making. Even so, we must give
greater importance to the emotional part of the consumer, since it is the one that causes
the brand to remain immersed within the subconscious. This is why many companies
have opted to use neuroimaging techniques, since they can predict the overall success of
the brand. The opinion of consumers about a certain good or service, takes part in the
positioning or not of the same in the market, before or after its launching. (Canal, 2018)
It is now when brands must find a way to build customer loyalty, focusing on their
emotions, generating positive and persuasive experiences; the most effective so far is
color. Many marketing experts know that, in order to enhance a brand, the use of colors
is a fundamental part of its growth and impact on consumers. Colors communicate
special sensations to us, according to Jürgen Klarić (2020)an expert in Neuromarketing,
84.7% of customers agree that the color of a product is the primary reason for making
a purchase. They originate a powerful message in our mind, it is not about choosing
colors at random, but to connect your brand according to the type of emotion you want
to arouse in the consumer.
Specialists in color Neuromarketing assure that the human mind is "programmed" to
react to certain types of colors, due to the perception of light suggested by the tone, in
this way we can provoke different reactions in consumers in addition to having the
possibility of transmitting certain types of corporate values associated with brands.
(Tejada-Escobar et al., 2015)
According to studies, color combinations can have a direct influence on blood pressure,
generating stimulating or relaxing effects on the person. In experiments carried out with
prisoners, by painting the cells with pastel colors, they were able to verify that anger and
anxiety were appeased. While the eye recognizes different shades, the action of the brain
waves changes, provoking chemical reactions in the hypothalamus. (Páramo, 2016) Thus
we find that colors such as white symbolize purity, yellow fun, orange is related to joy,
red is associated with courage, pink is linked to gentleness, green is linked to vitality, and
so on.
People decide about the product 62 to 90 % based solely on colors and it affects the
mood and feelings creating an attitude towards a certain product, so marketing should
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know the importance of colors and create their products or packaging accordingly; as
well as the colors of their brands and products to attract a multitude of customers.
(Khattak et al., 2018). A sample of color management in brands can be seen in figure 2.
Figure 2. Examples of Colors in the Marks
Source: Adapted from (Pinterest, 2022)
MATERIALS AND METHODS
The methodological design proposed in the Calasanz Observatory Magazine "Influence
of color on consumer preferences" was applied. (Álvarez, 2011). The exercise consisted in
indicating, by means of a Samsung J7 cell phone, 24 sheets of images in categories of 3
packaging and product containers in 3 different colors arbitrarily ordered so that they
could select the one they thought was the preferred alternative. All participants were
given the same time and conditions for its application, taking into account that there was
no external activity that would affect their response, and it was even indicated that there
is no "correct" response pattern, since the study only seeks to evaluate individual
consumption preferences according to their selection. (Álvarez, 2011)
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A survey was also applied with 10 questions which deal with how neuromarketing
influences them, the color and characteristics of a product in the consumer to
subsequently make the purchase, through questions such as: Do you think that when
purchasing a product is important the color, the color of the products encourages you
in some way to buy them, etc.. With the purpose of collecting information from the
consumer, for which there was no pattern of correct answers.
The study gathered the opinions of students of the University of the Armed Forces
"ESPE" who were between 20 and 27 years old, with low, medium and high
socioeconomic levels, with common demographic and pictographic characteristics. All
are inhabitants of the Valle de los Chillos zone and surrounding areas, province of
Pichincha. The methodology on the influence of color was applied to 30 people (15 men
and 15 women) and 50 people were surveyed to determine how color and
characteristics influence purchasing decisions.
RESULTS
Table 2 shows the questions asked in the surveys.
Table 2. Questions asked in the Surveys
Yes
No
100.0%
0.0%
100.0%
0.0%
89.9%
11.1%
50.0%
50.0%
25.0%
75.0%
77,8%
22,2%
22,2%
77,8%
Source: Own research
From the information we have:
100% believe that characteristics such as color, packaging and size directly influence
consumers and are closely related to their emotions. 100% of the people surveyed
affirmed that at the time of purchase the most important thing is the size, color,
appearance, ergonomics of the product, which, beyond being a feature, is what makes
the customer be influenced and encouraged to purchase the product even without being
necessary.
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50% of the respondents stated that when purchasing a product they always pay attention
to its color, 25% of the respondents stated that the packaging and appearance of the
product is important at the time of purchase, 75% of the respondents thought that the
appearance and appearance influences the consumer in a certain way but that it is not
essential.
The results achieved in the research carried out indicate that the majority opted for
colors such as yellow, blue, red colors that go according to their personality; on the
other hand, the direct behavior of the consumer with the product and the variability of
preferences in terms of factors such as colors directly affect the consumer. Respondents
indicated that in reality most of the time they are attracted to a product because of its
characteristics, color often influences when making a purchase, but there is a big
difference between buying on impulse and necessity. Ambient music influences the
behavior of buyers in an emotional and satisfactory way, in advertising of new products
music is an important ally, the human brain quickly captures what it hears, observes,
perceives and feels, buyers will feel calm this will give more sales volume or on the
contrary will feel annoyed with changes in musical style depends on the customer
profile". (Malo, 2016) The above paragraph, talks about the influence of music on the
buyer, how the interaction of repetitive sounds work unconsciously in the consumer's
brain, encouraging in him the practice of consumption. Currently the customer is
becoming more demanding, being necessary that companies seek ways to attract the
attention of buyers and maximize their sales by offering not only a product or service
but also a shopping experience. Therefore, through their research they show that music
influences not only emotions, but also consumer behavior, implying that auditory
neuromarketing is more important than visual neuromarketing and the influence of
colors.
Once new products are promoted, it is crucial to consider that consumers place the
visual aspect and color above other factors such as sound, smell and texture. Thus,
brands deploy their tactics based on conquering emotionally and in the senses to achieve
that their product or service is chosen by consumers and thus achieve customer loyalty
for the longest possible period of time, using tools such as those provided by
neuromarketing to understand the tastes of potential customers.
Although the color and characteristics of a product influence the consumer's decision
making, there is still a wide world to explore within the human being because each
person has his or her own way of handling emotions and impulses.
CONCLUSIONS
Within this research work we have tried to define how important is the influence of
colors and neuromarketing in sales, obtaining that most of the people opted for colors
like yellow, blue, red, colors that go according to their personality, being these colors
those that have a huge impact on our psychology and our choice of purchase; However,
visual neuromarketing is the one that most influences buyer behavior, as respondents
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stated that they believe that color, packaging and size influence their purchase decision.
Regarding the size and shape of a product, there is a great difference in preferences
between men and women, and a small percentage are similar.
It was also determined that neuromarketing and the influence of colors is very useful
since it has been verified that consumer decisions are made unconsciously, driven by
emotions. It should be noted that there are several factors that influence how and what
consumers buy. However, an important part of these decisions remain influenced by
visual cues, with color being the strongest and most persuasive.
No matter how isolated a person may be, there is a certain amount of attraction to the
striking appearance of a product. Technology in a globalized universe is indispensable to
implement strategies through neuromarketing that, despite being costly, the results are
almost always effective.
For companies it is important to use neuromarketing as a market research tool because
it allows them to know what reaction consumers have in their brain, emotional and
instinctive part against the product or service they are offering and the way they are
communicating it, in order to create marketing campaigns, advertising and
communication, which increase the percentage of success in the marketing of products
thus generating more profitability for their companies. Nowadays, customers are
becoming more and more demanding, so even though neuromarketing is a great tool, it
is not enough to completely attract the attention of buyers, so music is the perfect ally
to increase and maximize the sales of a product or service.
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