Colour Schemes Used by Businesses and its Impact on Consumers

Abstract

The importance of color for any marketer can not be denied. Marketers use colors to give products a ‘personality’, enhance the features, grab attention of the consumers, to make sure the legibility of text on the packaging, etc . However, in Pakistan very little research has been carried out relating to this subject. We are unaware of the affect colors have on Pakistani market or simply how consumers perceive certain colors of packaging or corporate logos. Intense competition among businesses means that even marginal increases in sales due to color preferences among products can have commercial significance. Using a reliable questionnaire this research paper investigates perception of colors that are used by SHELL and CALTEX. Also the corporate color preferences, whether color plays a role in enhancing brand loyalty, and whether colors really have an impact on consumer’s decisions. From the results the researcher concluded that corporate color of SHELL is preferred over that of CALTEX, large population being of Females. Females are more loyal to SHELL than CALTEX. The findings also show that blue and black colors are perceived to be attention grabbing, presenting a high quality and expensive image. Other colors such as Silver is perceived to be a high-tech color while grey as a low-tech and boring color. Some people consider color as an important factor in their decisions. These consumers should be targeted and kept in mind while making color decisions of products, logos etc.