In the competitive market we are in, from automobiles to consumer electronics, companies that are players in this market have started to sell their products in colors that we have not seen before, such as yellow, orange, green, pink and purple, in addition to the traditional primary colors such as black, white, gray, dark blue and perhaps red.
The main purpose of this is actually simple; to attract more consumers by using unique shades of bold colors and to make the products an object of desire.
Before continuing, it is necessary to briefly mention what is taken into consideration when determining product color.
When determining the colors of the products they offer, brands take into consideration the expectations of the target audience, how the product is perceived by this target audience, the factors affecting this perception and the current status of the market where the product is offered.
Another important criterion in choosing the product color is brand identity and consistency. Brands want people to remember the brand even in places where there is no promotional material of the brand by embracing certain colors and special tones of these colors and including them in their corporate identities. Thus product colors in colors identified with the brand will definitely increase the recognition of the brand.
Other one is how colors make people feel emotionally. While bright colors can generally be associated with happiness and excitement, colors that we can define as more pastel and calm and the tones of these colors can easily be compatible with elegance and sophistication.
On the other hand, the current status of the market where the product will be offered and periodic trends are important criteria in determining the colors of the products. It must be admitted that since many products have a new variety or version released in a short time and the products are out of use for a long time, it is now easier for brands to follow seasonal trends and launch products in different colors.
Important advantages of using vibrant colors in product groups
No matter what sector you are in and what kind of business you do, your market is now very crowded and it is important to stand out from your competitors. Using color provides an important advantage that allows you to attract attention in the crowd and make your products more visible. Higher visibility means higher interaction and therefore more brand recognition and sales.
Modern consumers are looking for more personality and originality in the products they use every day and we convey these to brands. Offering different color options in certain products helps manufacturers to make their products an object of desire that suits consumers' personalities and preferences in their lives and allows the consumer to establish a deeper and stronger bond with the brand. Color is related to everyone finding something for themselves in that brand.
Colors are also directly related to fashion and with changing fashion, it is easier for us to define brands that stay ahead of color trends as innovative and forward-thinking even if they do not offer anything new in terms of technology and functionality. When a brand starts to be mentioned with terms such as current, trend, fashion, it also makes it easier for it to attract the demographic that follows the current.
Every product launched has its own value, but a product launched with special or bold colors can be perceived as more expensive and valuable just because of its color.
If i give a very visible example, this is one of the main reasons why mobile phone manufacturers offer new color options with each new generation launch that does not contain technically very different innovations from the previous generation. Color is used as a main differentiator here and allows products to be separated from each other both horizontally and vertically.
The concept of color and the fact that different colors of the product can be offered is an element that facilitates marketing communication campaigns and strengthens communication. It is frankly more difficult to create colorful, eye-catching and attractive advertisements, social media posts and other promotional materials with a single-colored product; the more color alternatives, the more background materials and ideas that can be used in marketing communication campaigns.
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It would be insufficient to say that the strategies of brands to use more vibrant, eye-catching and unusual colors in their products are based solely on the desire to offer an aesthetically appealing product to the market.
Brands want to be seen, they want to establish emotional connections with their customers, they want to differentiate their products as much as possible - and perhaps personalize them, and they are all aware that this is in line with what is current and what is rising as a trend.
Product marketing and therefore the communication of this marketing is constantly evolving, and the role of color is important for brands today; it will remain so in the future.
