Archive for Caroline Winnett

Cracking the Color Code: What Marketers Need To Know About Color and the Brain

Posted by Caroline Winnett on December 10th, 2012 at 12:32 pm

Michelangelo once said, “A man paints with his brains and not with his hands.”  And while most marketers would like to channel their inner Michelangelo when it comes to being creative, the reality is that creating that next great marketing message can be highly dependent on color.  Here’s what we know about the brain and color.
People make a subconscious judgment about a person, environment, or product within seconds of initial viewing.  Through consumer neuroscience, we now know that color alone can play a pivotal role in a consumer’s overall decision-making process.  Color happens not in the eye, but in the brain. There are different processing systems for color than for shape and motion, and even variations between processing systems for different colors. The brain’s response to color is highly complex and emotional. In short, there is a lot going on in your brain when you see red, or any other color for that matter.
Consumer neuroscience has also helped debunk long-standing stereotypes when it comes to color associations. The brain actually responds to different colors often based on survival cues from the earliest days of civilization – for example, green for food, yellow for sunlight, and orange for fire. These associations... Read more