Color And Location In Marketing

When marketing, it is important to know whether color and location affect a person’s decision to take the product or not. Previous studies have looked at the effect that color and location has had on the taking behavior of people. Saito (1996) found that the geographical location and cultural proximity are possible factors for color preference. The study was done in Asian countries with university students. They were asked to rate their three most and least liked colors from a neutral color palette holding various hues. Results showed a strong liking for vivid colors as opposed to dark or pale colors. They also showed that the closer the proximity, the more similar the results between countries. The study was conducted in similar places that …show more content…
The results showed that red was preferred in a pleasant setting. They then showed the participants either an angry or a happy face. In this experiment, the results showed that red was preferred in the happy condition again, but green was preferred in the hostile situation. In the third part of their experiment, they added another control color of gray. In this experiment, the results showed red was again preferred in the hospitable condition, but there was not difference between green and gray. Since this study was conducted with infants, further research is needed using adults from the United …show more content…
In the study, college students in the southern part of the United States were shown a color on a computer screen and asked to give their emotional response to each color. The results found that principal hues (e.g., red, blue, green, etc.) were rated 80% positively. The results also showed that achromatic colors (e.g., white, black, and grey) were rated positively only 29.2% of the time. Green was the most positively rated color and participants associated green with nature and soothing emotions. The Asian countries’ locations from Saito’s study are more industrious than the United States. This could explain why white was preferred in Asian countries, but green was preferred in the United States. Because of all of the nature, participants were primed to have positive feelings towards the color green. For example, Schloss, Hawthorne-Madell, and Palmer (2015) found that after associating a color with an object, participants rated the color more positively. In the study, they had participants initially rate the color. Then they were asked to think of all of the objects associated with the color and then asked to rate those objects. There was a stronger liking difference between the ratings of the color versus the object and