COLOR PSYCHOLOGY AND NEUROMARKETING

Abstract. Color is part of a communication strategy that is based on creating subconscious motivations for the consumer that influence his or her decision to purchase a product or service. Specialists in marketing and advertising identify cognitive and emotional reactions to a commercial offer. In this regard, color plays an important role, as it is able to evoke subconscious associations and connotations based on the psycho-emotional perception of objects of reality.

A person makes a purchasing decision in accordance with motives and motivations that depend on background knowledge, which is in the mind before acquaintance with the new product: subjective experience, memories, emotional state, value preferences, etc. In this case it is impossible to explain consumer behavior in terms of rationality, because the true reactions of the brain are individual and unpredictable.

Neuromarketing as a technology for evaluating the reactions of the human mind considers color as a tool to influence the buyer and studies the images and representations in the human brain under the influence of color advertising (imagerie cérébrale). Scientists have found that color associations have a strong influence on quick decisions.

Color nomination is involved in the process of forming a positive image in consumers. According to R. Barthes, the need to give objects color shades lies in the understanding of color as a “promise of pleasure” (“promesse d’un plaisir”), which is similar to getting pleasure from the feeling of appetite (Barthes, 1975: 133). For his part, J. Baudrillard believes that the image, the sign, all that we “consume” is our peace of mind and the desire for a sense of happiness that we seek when escaping the stresses of the world around us (Bodrillard, 1970: 15-17).

The feeling of peace of mind is directly related to the positive emotive information that is conveyed through color-naming. The original nomination of a color hue is understood as new information about an object. Color creates abstract associative images, naming the tiniest color shades, reflecting the value preferences and emotional demands of the modern buyer: soupçon de rose (rose doubt), gris sage (gray wise), glace de pêche (cold peach), lanterne chinoise (Chinese lantern).

The consumer is created with complex motivations, he no longer focuses on the functionality of the product, but perceives it in conjunction with other objects in their holistic meaning. Thus, there is a consumption of additional meanings and signs: brand name, packaging, color name. Many firms-manufacturers use the connotative potential of color designations to actualize the desired qualities of the goods. Thus, connotative meanings created in the process of nominating a color shade of cosmetic products reflect pleasure – rose désirable (desirable pink), comfort – douceur beige (soft beige), passion – fushia irresistible (irresistible fuchsia).

Keywords: color-naming, connotation, associative image, motivation, emotional information, neuromarketing