By: Anil Kakar
Picture yourself as a smoker in a foreign country where your favorite brand of cigarettes is unavailable. You walk up to a store and run a cursory glance at several packs on display. If you smoke menthol cigarettes, you instinctively lean towards all the packs in green and pick one. Conversely, if you prefer cigarettes with a stronger flavor, you pick the red pack or if mild cigarettes are your choice, you head towards all the white packs on sale.
Color plays a vital role in defining and communicating a brand’s personality and this is widely evident across categories, be it perfumes and alcohol or medicines and banking. However, the psychology of color as it relates to persuasion is one of the most debated aspects in marketing.
