Color Theory and a Consumer's Subconscious

Coca-Cola Red. McDonalds Yellow. Color choice in marketing isn’t random, in fact, it’s a lot more strategic than you probably think.

It’s true that an individuals response to color will always be specifically interpreted based on their own experience, just like the euphoric recall of our other memories from our other senses (the smell of grandma’s cookies, the way the sun looked when you were underwater at summer camp). These are all tied to the feelings in relation to our processing of this sense and how we relate those to our day to day lives and emotions.

Although we all have our own unique emotional response, this doesn't hinder us from having an instinctual and immediate response to different colors.

A study called "The Impact of Color in Marketing" investigated the influence that color has on an individual's snap judgments. Ninety-percent of these decisions made about product purchasing were based on color alone.

This is where the catchphrase, "judging a book by its cover" may hold its merit. We can't help but subconsciously critique a product at a glance, and this is why companies spend so much money executing these types of (what would be thought as a minor) decisions in marketing.

So the next time you think that the United Airlines blue was chosen just because it was someones favorite in the corporate office, think again. Someone was paid big bucks to decide what brand's color was gonna be with factors to consider ranging from the psychological, emotional, and even color appeal based the consumer's sex.

Color plays a big part in the marketing world, and the process in swatch deliberation is never random.

Shelby Rogowski