The colors of marketing - FOX 10 News | myfoxphoenix.com

The colors of marketing

Posted: Updated:
NEW YORK (MYFOXNY) -

It's something most of us shoppers probably never put much thought into: the white in the Apple logo or the green in the Starbucks sign. But experts say these colors all have meanings designed to lure the customer right in.

From the yellow in the Subway sign to the black and white Raymour and Flannigan logo, when it comes to picking color companies go all out trying to get the customer to come in and spend money.

Ryan Berger and his father Ron are marketing consultants at Berger Shop in the West Village. They say companies often go through a long and very thoughtful process to pick the colors that represent their brand. Most consumers don't even realize it.

"I think it's very subconscious," Ryan Berger says. "I think when they come across and see it, they remember and it pops."

Each color has special meaning. He says green has recently grown thanks to the environmental craze.

"It's very much about earth and nature and green being eco-friendly," he says.

He points out black conveys a sleek and premium feel.

"Black has become the ultimate about style and sophistication and coolness," Berger says.

Orange conjures up feelings of affordability, hence the Payless shoe sign. Berger says yellow is associated with eating, like McDonald's and Subway.

"White has a real freshness, a real calm," he says. "Look at the work Apple has done."

So consumers may unknowingly gravitate toward the color without paying as much attention to the actual product.

"Color masks a lot of things," Berger says. "You may fall in love with the color and not worry about what's under the hood."

Berger points out that pushing the envelope on color today is all about revenue. So for example a sports team that has several jerseys in different colors has a better shot at sales going up.

  • Your MoneyMore>>

  • OKCupid, Facebook not alone in studying consumers

    OKCupid, Facebook not alone in studying consumers

    Tuesday, July 29 2014 4:51 PM EDT2014-07-29 20:51:44 GMT
    Think you're in control? Think again. This week, OKCupid became the latest company to admit that it has manipulated customer data to see how users of its dating service would react to one another. The New York-based Internet company's revelation follows news earlier this month that Facebook let researchers change news feeds to see how it would affect users' moods.
    Think you're in control? Think again. This week, OKCupid became the latest company to admit that it has manipulated customer data to see how users of its dating service would react to one another. The New York-based Internet company's revelation follows news earlier this month that Facebook let researchers change news feeds to see how it would affect users' moods.
  • New York's microbrew industry growing

    New York's microbrew industry growing

    Monday, July 28 2014 8:39 PM EDT2014-07-29 00:39:52 GMT
    Local and small beer brewing companies have something to toast. The Brewers Association says microbrew sales grew in the first half of this year; up 18 percent over the same period last year. This comes at a time when overall domestic beer consumption is flat.Ethan Long, one of the owners of the Rockaway Brewing Company in Long Island City, started brewing beer two years ago.
    Local and small beer brewing companies have something to toast. The Brewers Association says microbrew sales grew in the first half of this year; up 18 percent over the same period last year. This comes at a time when overall domestic beer consumption is flat.Ethan Long, one of the owners of the Rockaway Brewing Company in Long Island City, started brewing beer two years ago.
  • Maryland casino to interview workers from closing Atlantic City casinos

    Md. casino eyes workers from closing Atlantic City casinos

    Friday, July 25 2014 4:32 PM EDT2014-07-25 20:32:23 GMT
    AP photoAP photo
    A Maryland casino is looking to hire some of the soon-to-be-jobless Atlantic City casino workers. Maryland Live! is holding job fairs next week at the Sheraton hotel across from the Atlantic City Convention Center. The Hanover, Maryland casino held a similar recruitment effort in January when The Atlantic Club shut down.
    A Maryland casino is looking to hire some of the soon-to-be-jobless Atlantic City casino workers. Maryland Live! is holding job fairs next week at the Sheraton hotel across from the Atlantic City Convention Center. The Hanover, Maryland casino held a similar recruitment effort in January when The Atlantic Club shut down.
Powered by WorldNow

KSAZ-TV & KUTP
511 W. Adams St.
Phoenix, AZ 85003

Phone: (602) 257-1234
Fax: (602) 262-0177

Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices