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Colors engage...and sometimes repel.
They stimulate curiosity and enflame passions.
They encourage loyalty and inspire life changes.
Colors spur customers to over-value or under-value a product.
They influence the perception of quality.
They lead a person to choose or reject YOUR product.
Response to color is not just emotional, it is physiological and biological.
Color cones within your eye send signals along the optic neurons between the eye and the brain and on to the pituitary gland. While more studies are needed to fully understand this relationship, we do know that the pituitary gland, when stimulated, sends chemical signals to other parts of the body. For example, the color red stimulates the adrenal medulla which then secretes adrenaline causing a state of arousal (increased heart rate and perspiration).
Market Illumination offers the knowledge of color psychology, application and marketing expertise to help companies and individuals alike to understand and use color effectively. We advise companies of all sizes on color choices for branding and psychographic and demographic positioning.
To use the power of color to your strategic advantage, you do not have to be a color psychologist - you can hire one!
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