This thesis aims at examining the impact of red on the marketing of consumer goods. It explains the way color vision is created in the human brain and emphasizes the relevance it has for individuals to help orientate in everyday surroundings. The thesis focuses on the color red as it causes strong body reactions such as the increase of blood pressure, eyelid move-ment and breathing frequency as well as the production of adrenaline. Furthermore, people’s different associations with red, e.g. blood, fire, love, hate, life and death are examined.
The major part discusses the suitability of using red in the different sections of the marketing mix (Product, Price, Place and Promotion). Practical exam-ples back up literature findings and show that red can be a very helpful tool, for example, to attract customers’ attention for a shopping window or adver-tisement. Following, marketers need to consider that influencing factors such as gender, age, social status, cultural background or product-involvement affect the successful use of red.
The case study of Xerox Inc. shows the applicability and popularity of red as a corporate color. At the same time, it reveals limitations to the color choice as the red logo does not differentiate Xerox from its competitors’ logos. Besides summarizing the different ideas of this thesis, the last chapter high-lights that, even though a lot of research has been done, marketers need to decide for each case specifically whether or not to use red in their marketing strategy.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Principles of Color Vision
- Definition of Color
- Physiological Process of Color Vision
- Perception of Red
- Introduction to Red
- Physical Reactions to Red
- Associations with Red
- Generic Associations with Red
- Associations with Specific Tones of Red
- Ambivalent Associations
- Influencing Factors
- The Use of Red in the Marketing Mix
- Marketing Mix and the 4 P's
- Product
- Basic Considerations
- Branding
- Packaging
- Price
- Place
- Promotion
- Use of Red with Regard to Different Factors
- Product-Related Factors
- Personal Factors
- Age
- Gender
- Socioeconomic Status
- Cultural Factors
- Red: The Corporate Color of Xerox - A Case Study
- Implications and Further Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis explores the impact of the color red on consumer goods marketing. It aims to explain the mechanism of color vision and its importance in everyday orientation, focusing on red's physiological effects and diverse associations. The thesis delves into the use of red across various marketing mix elements, supported by practical examples. It also examines influencing factors, like gender, age, and culture, and showcases a case study of Xerox Inc. to illustrate the application and limitations of red as a corporate color.
- The physiological effects of the color red on human perception
- Associations and interpretations of the color red across cultures and contexts
- The application of red within the marketing mix and its potential for influencing consumer behavior
- The role of influencing factors in the successful use of red in marketing strategies
- A case study of Xerox Inc., demonstrating the use and limitations of red as a corporate color
Zusammenfassung der Kapitel (Chapter Summaries)
The thesis begins with an introduction to the topic and outlines the research scope. Chapter 2 examines the physiological process of color vision, providing a foundational understanding of how humans perceive color. Chapter 3 delves into the perception of red, focusing on its physical effects on the human body and exploring diverse associations with the color, including generic, tone-specific, and ambivalent interpretations. The chapter also discusses influencing factors like surrounding colors and personal preferences that impact red's perception. Chapter 4 explores the use of red within the marketing mix, analyzing its application in product design, branding, packaging, pricing strategies, distribution channels, and promotional activities. Chapter 5 investigates how various factors, such as product characteristics, personal demographics, and cultural background, influence the effectiveness of red in marketing. Finally, Chapter 6 presents a case study of Xerox Inc., showcasing the company's use of red as a corporate color and analyzing its effectiveness and limitations in differentiating Xerox from its competitors. The chapter provides insights into the complexities of using red as a brand color and highlights the need for careful consideration in specific marketing contexts.
Schlüsselwörter (Keywords)
The central themes of this thesis revolve around color perception, marketing strategies, and the impact of red on consumer behavior. Key concepts include color vision, physiological responses to color, associations with red, marketing mix elements, influencing factors like gender, age, and culture, and the case study of Xerox Inc. The research focuses on exploring the effectiveness and limitations of using red as a marketing tool, considering both positive and negative associations, and highlighting the need for strategic application tailored to specific contexts.
- Quote paper
- Julia Bölke (Author), 2007, Impact of the Color Red on the Marketing of Consumer Goods, Munich, GRIN Verlag, https://www.grin.com/document/81751
