We have been tackling a vast of marketing examples across the Balkan countries. Indeed, some of them are marvelous results of years of experience, creative teams, innovative ideas, while others are instant luck or a ridiculous vertigo of circumstances. One way, or another, they are remarkable and therefore remembered. Moreover, they have produced buzz, both positive and negative. Frankly, that does depend whether you see the cup half empty or half full. And, believe it or not, this has a lot to do with colors. Stay tuned.

You must have wondered what makes us buzzing around? What we are associating the brands with? What does catch our attention?

To start talking about these, let us remind you of something. We have introduced you the term of neuromarketing in one of our previous posts. For those who have forgotten, or for new comers, the link will take you directly to the article. Now, when you have repeated what was learned before, let’s continue our today’s neuromarketing journey. Hereby, we are going to be more specific.

Let’s talk about something very obvious- colors.

Color Spectrum

We cannot start the story of colors and their affect without putting it in the same box with human brain and neuromarketing.  Yes, the latter one is a tremendous collision of marketing and neuroscience so the logical outcome of that unusual combination is to put the brain in the center of its universe. The human brain consists of several parts, where the inner central part, by various authors is called “the old brain”. Simply, because the evolution evokes that it was where the whole mass actually had started to develop. In order not to make scientists angry, we took the term over to (neuro)marketing.

If the company wants to “talk to the old brain” it should use the power of the word “you”. By using this word, any of the message building blocks can become customer- centric.  In creating the message for customers as well as the advertisement, there is an extreme power of colors. The colors have affected the old brain at the subconscious level. In the following Table 4, it is possible to check the symbol of vary colors as well as which companies are using them in the world. It is interesting to think about the strategy of these companies and if they are accomplishing those aims that are raised from the colors’ meanings.

Source: Renvoise and Morin 2007:141

Source: Renvoise and Morin 2007:141

Now, let’s do a small experiment. Recall your favourite advertising. Remember the colour of the brand. Could you connect the colour with the symbol described in the table above? And as final conclusion, do not hesitate to leave as a comment of what you have discovered.

Next time when you see the brand image, advertising campaign or logo, you will notice the color and remember this article. Or at least we like to believe you will do so.

Until the next time and some new interesting stories to come, do not forget to color your world! Your brain loves it!