Red. How does it make you feel?… In my own small study of 50 people between the ages of 18–22 with two outliers 28 and 29, I asked the question, “when seeing the color red, what emotions, thoughts, or images are invoked?” The top answers were anger, blood and stop. Other feelings brought up were warmer such as passion, love, and romance. This has helped to me to personally put in perspective how companies marketing with color draw the people around me into their product.
I’ve found that, in relation to color, what companies use to attract customers neuromarketing. “Neuromarketing” is essentially marketing that panders to the brain’s specific sensory functions. That’s the “neuro” in neuromarketing. In his article “How to use neuroscience to improve your content marketing strategy” Mike templeton, a contributing writer for Forbes.com states how many don’t link marketing to science but neuroscience does in fact effectively contribute to good branding and marketing. The long standing but newly recognized field of neuromarketing helps companies to understand how the brain reacts to certain aspects of their branding. This information is then used to tweak their products and add campaigns so that they can have the desired effect on people. For example, in her article “Neuromarketing: Companies use neuromarketing for consumer insights” Laurie Burkitt talks about a neuro-study by Frito-Lay which concluded that, because the look of matte potato chip bags featuring “healthy” ingredients on it didn’t trigger the guilt area of the brain like the glossier potato chip bags did, they should switch to matte bags exclusively.
A more centralized type of study done in the name of neuromarketing is the study of the brain’s reaction to seeing color. Colors have long been related to emotions, objects, and other things. Some of them are Blue; which is said to cool and calm. Yellow; which is often synonymous with positivity and sunshine. Black; often related to power, strength, and dominance.
Think about the color red and what it’s been proven to do. It has been scientifically linked with hunger and increased heart rate that calls forth intense emotions like excitement, arousal, and alarm.The color is eye catching enough to be used where ever attention is needed. A big name that has trademarked red in their brand is Coca-cola. besides the famed coke formula, Coca-cola’s iconic use of red is paramount to the company’s success and familiarization. with the public. As Jamie Brookes from a coca-colacompany.com says in her article “making the famous coke red”, “It became a promise”. From early days to now, the color red meant Coca-cola and all the memories and vintage associations that came with it. If you watch their most recent add campaigns and commercials, you’ll see that they weave a world of coke enjoyment through the color red. It’s so effective, that many buy into this scripted world not even liking the product itself.
Taking the idea of neuromarketing in to account, you can turn a product or your blog in to a sensory sensation by adding sites and sounds etc. (especially together). This can create an interesting, stimulating publication or product that gives your crowd the experience you want them to have.