A STUDY OF COLOR AS A MARKETING CUE IN SAUDI ARABIA

Abstract

Colors have powerful effects and prompt reactions based on both instincts and connotations. Colors have a subtle but pervasively effective element in graphic design. Colors alter the meanings of the objects or situations with which they are associated and color inclinations can predict consumers’ behavior. Colors instil graphic representations in packaging, advertising, and branding. Colors are also considered a significant part of our psychological and biological heritage. The cultural and social trends greatly influence the meaning of a color. Therefore, it is both challenging and rewarding to study the color psychology because of the various figurative meanings of colors in the various cultures. In this paper we will study the color psychology in marketing based on survey of 75 mostly Saudi respondents from different age groups and both genders. We will consider the impact of color on dependability, quality and inexpensiveness of the items being marketed. We argue that a cultural perspective of color research and application is vital for developing marketing strategies for the Saudi market

Keywords

• psychology, physiology, color, therapy

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