Lecture 4: Visual branding colours and hues Flashcards
What is sensory branding?
Sensory branding is the involvement of consumer senes in brand communication.
Multi-sensory experiences are likely to lead to stronger engagement and easier recall
What is the most important sensory element for recall?
the visual aspect of a brand is by far the most important
What does conditioning mean in a branding context?
the more two events are associated, the more the thought of the first will be associated with the second.
This guides a lot of visual advertisements i.e. Ikea has distinct blue and yellow colours
Why is first association so important?
the first association wins over any additional information. manipulating people’s stimuli will not change their original association.
What are two meanings associated with colours?
- Referential meaning
colour depends on the context. example: when we interpret it through real-world concepts i.e. green. it is associated with the environment, we use the word green when something is sustainable etc. This is called ‘‘semantic association’’ - it is a meaning that we have created. - Embodied meaning
are automatic, enduring and evoke biological colour reactions
what other ways can colours be interpreted?
- Biology
While colour perception is an individual experience, associations of colours to specific emotions are a universal experience - Learned Association
the idea is that it has to do with how we memorise something/how we connect one thing to another. we connect certain concepts with words and when the word is a colour, it becomes more fixed in our minds. i.e. red is when people have to pay attention/forbidden to do something. - Cultural influences
- Context
contextual cues determine the activation of colour associations through referential meaning i.e., red could be red velvet cake or blood
How is colour important for branding?
- design of brand touch-points
e.g. coll coloured spa to induce relaxation (biology + learned association) - definition of brand identity
establish a colour that is associated univocally with your brand (learned association + context) - suggest discontinuity
e.g. disrupt the previous colour scheme to suggest rebranding
(learned association)
What does the construal level theory mean?
Aims to describe how concretely or abstractly people think of certain concepts.
What are the levels of construal level theory?
- High-level construals are abstract – and concern
concepts that are difficult to define concretely.
A food being healthy is a high level construal – the goal (=
being healthy) is not immediate. The decision is one of
desirability: why consume such food? With what goal?
- Low-level construals are concrete and concern practical things that are easy to quantify.
Taste can be considerd as a low level construal – gratification is
immediate. The decision to eat a tasty food is one of feasibility:
can we find such food? Do we want such food?
How does the construal level theory influence food marketing?
- Food that wants to
advertise as tasty will emphasize low-level construals, such as physical characteristics,
and all other elements that can be immediately verified. - Healthy food, instead, has an interest in focusing on long-term benefits, and high
level construals.
How is congruency and processing fluency related to each other?
Congruent information -> Processing fluency
e.g. messages and images that are consistent are more
likely to be persuasive.
Congruent information is easier to comprehend and
remember because
it more closely resembles how people naturally think
about something.
How does colour influence consumer responses when it comes to healthy/unhealthy food?
- congruency mediates the relationship between colour, type of message and attitude towards the ad.
- in the study, B/W scored higher in terms of purchase intention, attitude towards the restaurant and willingness to payfor heatly food. For unhealthy food, colour scored higher.
basically, if the message ‘‘fits’’, the consumer feels right and therefore has a better attitude towards the brand/ad etc.
