Colours, Cigarette Packs and Controversy ....

If the government in Australia has it's way (depending on who wins the Federal Election of course!), there is a plan afoot to change the colour of cigarette packets. To quote 'The Age' newspaper: "..... all cigarettes will have to be sold in plain packets by the start of 2012 under a radical government plan to remove one of the remaining forms of tobacco advertising". This is part of an ongoing attempt to dissuade people from buying tobacco products.

I have no idea what colour they intend to sell them in, but many of us are unaware of the power of colour in marketing and advertising of goods. Think about it, rarely will you see a cigarette packet which is a combination of black and yellow. We instinctively know that these two colours (when together) mean DANGER! It's the tint of a hornet or a bumble bee.

Colour is powerful. It can directly affect our autonomic nervous system. For instance, red can elevate our heart rate and blood pressure, blue can sooth and calm us. It is not by coincidence that sporty cars were, and sometimes still are, red in colour. Conversely, most people would not paint the walls and ceiling of their bedroom bright red!

Here are a few examples of the way in which we are influenced daily by colour:

Black

Black is the colour of authority and power, stability and strength. It is also the colour associated with intelligence (doctorate in black robe; black horn rimmed glasses, etc.) Black clothes make people appear thinner. It's a somber colour sometimes associated with evil (the cowboy in the black hat was almost always the "bad guy"). In the western hemisphere black is associated with grieving. Black is a serious colour that evokes strong emotions; it is easy to overwhelm people with too much black.

White

For most of the world this is the colour associated with purity (wedding dresses); cleanliness (doctors in white coats) and the safety of bright light (things go bump in the night ... not the bright sunshine!). It is also used to project the absence of colour, or neutrality. In some eastern parts of the world, white is associated with mourning. White associated with creativity (white boards, blank slates). It is a compression of all the colours in the colour spectrum.

Gray

Gray is most associated with the practical, timeless, middle-of-the-road, solid things in life. Too much gray leads to feeling mostly nothing; but a bit of gray will add that rock solid feeling to your product. Some shades of gray are associated with old age, death, taxes, depression or a lost sense of direction. Silver is an off-shoot of gray and often associated with giving a helping hand, strong character (sterling in-fact!).

Red

If you want to draw attention, use red. It is often where the eye looks first. Red is the colour of energy. It's associated with movement and excitement. People surrounded by red find their heart beating a little faster and often report feeling a bit out of breath. It's absolute the wrong colour for a baby's room but perfect to get people excited. Wearing red clothes will make you appear a bit heavier and certainly more noticeable. (Some studies show red cars get more tickets but that maybe because the red car owners drive faster or the ticket giver notices the movement of the red car more prominently). Red is not a good colour to over use but using a spot of red in just the right place is smart in some cases (one red accent in a otherwise neutral room draws the eye; a red tie with a navy blue suit and white shirts adds just the right amount of energy to draw the eye (no wonder it's the "uniform of the day" at the seats of government). Red is the symbol of life (red blooded life!) and, for this reason, it's the colour worn by brides in China. Red is used at holidays that are about love and giving (red roses, Valentines hearts, Christmas, etc.) but the true colour of love is pink. Pink is the most calming of all colors -- often our most dangerous criminals are housed in pink cells as studies show that colour drains the energy and calms aggression. Think of pink as the color of romance, love, and gentle feelings, to be in the pink is to be soothed.

Blue

Ask people their favorite colour and a clear majority will say blue. Much of the world is blue (skies, seas). Seeing the colour blue actually causes the body to produce chemicals that are calming; but that isn't true of all shades of blue. Some shades (or too much blue) can send a cold and uncaring message. Many bedrooms are blue because it's calm, restful color. Over the ages blue has become associated with steadfastness, dependability, wisdom and loyalty (note how many uniforms are blue). People tend to be more productive in a blue room because they are calm and focused on the task at hand. Some studies are showing that weight lifters can lift more weight in a blue gym - in fact, nearly all sports are enhanced in blue surroundings.

Green

The colour of growth, nature, and money. A calming colour also that's very pleasing to the senses. Dark forest green is associated with terms like conservative, masculine and wealth. Hospitals use light green rooms because they too are found to be calming to patients. It is also the colour associated with envy, good luck, generosity and fertility. It is the traditional colour of peace, harmony, comfortable nurturing, support and well paced energy.

Yellow

Cheerful yellow the colour of the sun, associated with laughter, happiness and good times. A person surrounded by yellow feels optimistic because the brain actually releases more seratonin (feel good chemical in the brain) when around this color. It is the colour associated with optimism but be careful with yellow, when intense, it is the color of flames and studies show babies cry more in (bright) yellow rooms and tempers flare more around that color too. It has the power to speed up our metabolism and bring out some creative thoughts (legal tablets are yellow for good reason!). Yellow can be quickly overpowering if over-used, but used sparingly in the just the right place it can be an effective tool in marketing to greater sales. Some shades of yellow are associated with cowardice; but the more golden shades with the promise of better times.

Orange

The most flamboyant colour on the planet! It's the colour tied most this fun times, happy and energetic days, warmth and organic products. It is also associated with ambition. There is nothing even remotely calm associated with this colour. Orange is associated with a new dawn in attitude.

Purple

What colour were the robes of kings and queens? Yes, they were purple, our most royal colour that is associated with wealth, prosperity, rich sophistication. This color stimulates the brain activity used in problem solving. However, when overused in a common setting it is associated with putting on airs and being artificial. Use purple most carefully to lend an air of mystery, wisdom, and respect. Young adolescent girls are most likely to select nearly all shades of purple as their favorite colour.

Brown

This colour is most associated with reliability, stability, and friendship. More are more likely to select this as their favorite color. It's the colour of the earth itself "terra firma" and what could represent stability better. It too is associated with things being natural or organic. Caution however, for in India it is the color of mourning.

Well, there you go! Next time you're tempted to purchase something, be it a bag of sugar, or a new car, check out the colour, and maybe analyze just why you are doing so!