Contours of colors in Marketing and Business: Syncing Pink with Marketing

Contours of colors in Marketing and Business: Syncing Pink with Marketing

Expected Learning Outcomes

• Role of colors in keeping the brand connected with its intrinsic value and also pay attention to cultural sensitivities simultaneously
• Caution that should be exercised to reflect the cultural connotations, while selecting a color

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Colors: Marketing and Business Contours

1. Which is the best logo that you have come across and why has it been the best for you? Is it because of – the color, the font, mnemonic or the tagline?
2. Can you recollect the colors being identified with the logos of the following companies: Coca Cola, Café Coffee Day, Starbucks, GAP, Walmart, More, Westside, CNN, ICICI, Bank of Baroda, Amazon, McDonalds, Yahoo!, Dell, Facebook, British Petroleum, Apple, Nike, Mahindra &Mahindra, The Mobile Store, Tata, Reliance, HDFC, Infosys, Airtel, ITC, Godrej and L&T.
3. Why do different companies choose different colors? What do they signify?
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Contours of colors in Marketing and Business: Syncing Pink with Marketing

Synopsis

The focus of this case flyer is on the appropriate usage of colors in marketing and advertising campaigns. The color used in the logo of a company and its advertising campaign plays an important role in attracting the targeted segment of customers. A color can convey a lot about the company and the product to the customer, at the same time it attracts the customer towards buying the product. If the colors are used inappropriately, then the campaign and the product can be a failure. While the accompanying article highlights pink as the widely used color in marketing campaigns, the case flyer tries to discuss the negative effects of its extensive usage.

Expected Learning Outcomes

• • Role of colors in keeping the brand connected with its intrinsic value and cultural sensitivities simultaneously
• • Caution that should be exercised to reflect the cultural connotations while selecting a color

Positioning and Setting

The case flyer can be used in the following courses:

• a) Marketing
• b) Advertising and Promotion

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Exhibits

Exhibit (TN)-I: Meaning of Colors in Business