Color is a determinant of character. Use different colors indicate different meanings. Advertisers often use color to detect consumer habits. Different colors give different effects to each customer in selecting products. Heavy and dark colors reflect the type of consumer who is active and impulsive, while the bright and light colors reflects a selective and valuable type of consumer. Big companies very careful in choosing colors for a company logo, company profiles and advertisements of their products. The use of certain colors will show the class and the characteristics of a product.
Theories said that, the color signals and visual images will affect the human senses quicker than voice signals. From there we can deduce that the ads with flashy colors, will be more easily attract attention from consumers and curiousity rather than if consumers had to sit and listen for a while to find out what the messages conveyed by an ad.
To win the market, is a necessity for advertisers to make a research on the most preferred color of their main consumers. A deep impression to consumers about the products offered through the selection of the proper color is not easy as well. Various people come with needs and interests of each. Differences in color selection based on different needs. Advertisers can use black to show a product that is elegen. The colors of gold to show luxury. Products with a mission to bring peace and safety is shown with white color. Prestige with silver color. Mirth and merriment that is displayed by the color of yellow. Childhood world which full of activity represented by the color of orange. Love and affection offered by the color pink. Products that stimulate adrenaline, excitement and passion with a red highlight. Trust and loyalty shown by shades of blue. And comformity in the green zone.
Color selection appropriate to reveal characteristics of a product, helps in building the image of the product. The first thing done by a consumer at the time saw the ad of a product is the color that the product used, the images or symbols that are selected, and also famous figures that are used to describe and represent the brand product, and then just read and understand the contents messages conveyed by these ads. This does not mean the contents of the message of an ad is not important. The slogan and the message content remains important because it explains every detail of a product and goals to reach to the consumer user. This is certainly necessary to explain what action the company wants consumers to take or do to their product. Definitely buy the product. For family product with the target consumers are housewives and children, the bright colors and eye catching helps to win their hearts.
One thing to remember is that the biggest consumer is the loyal consumers who continually consume or use a particular product. Understanding the behavior of loyal customers, producers can easily keep their potential customers to consume their products. Consumers who have been loyal to a product recall vividly every detail of the ad from their favorite products. This is a big homework for each producers to conduct research about details of the color favored by consumers. Because the results of the study will determine whether the selection of the proper color of a product will be received well by the market or not. Just remember at the key success of an ad : be creative, creative, and creative.