Color is about more than interior design and fashion; it is used for marketing products from diapers to diet soda, from office supplies to electronics, from bargain buys to luxury investments, color sells. The key is to learn how to use color to your advantage as it is often a subliminal influence. Once you know the psychology and the cultural differences you can layer hues from light to dark, subtle to bold, to achieve the desired response.
It is true, in the presence of red a person will spend more money, lose track of time, and eat more! Remember red tag sales, well they are red for a reason. It is the color of impulse buying and a more self indulgent mood. Gone are the days of the blue light special at Kmart and just look at how many big box retailers use red in their logos from Office Depot to Staples, Target to Costco and many in between.
On the food front, take a look around next time you are out at an Italian, Chinese, or Mexican restaurant. There is a lot of red, and typically we eat more, spend more, and lose track of time. It is also the reason so many dining rooms are burgundy, that is red with a bit of blue. It encourages the appetite! It also drives people to sit a bit longer and take their time. Don’t paint your kitchen red if you are on a diet, it will only serve to stimulate your appetite, not suppress it. Think of icons like Big Red gum.
Red raises a person’s blood pressure and energy level. It is the perfect antidote to wear if you aren’t feeling well. It also explains why the lady in the red dress or man in the power tie gets more attention, especially at a black tie event. A touch of red tends to create an atmosphere of agreement. For this reason in particular it is great in sales.
Red is also an auspicious color as it is used for red-letter days. The scarlet letter was red! Use it wisely, it is powerful.
Once you have mastered the mystery of color, you can put the psychology to work for your success and even your profit.
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