A STUDY OF COLOR AS A MARKETING CUE IN SAUDI ARABIA

• Main Authors: Abrar OmarAlkhamisi, Afnan Salem Ba-brahem, Ahsan Abdullah
• Format: Article
• Language: English
• Published: Social Sciences Research Society 2013-01-01
• Series: International Journal of Social Sciences and Humanity Studies
• Online Access: http://www.sobiad.org/eJOURNALS/journal_IJSS/arhieves/IJSS_2013_1/Abrar-Omar.pdf

Colors have powerful effects and prompt reactions based on both instincts andconnotations. Colors have a subtle but pervasivelyeffective element in graphicdesign. Colors alter the meanings of the objects orsituations with which they areassociated and color inclinations can predict consumers’ behavior. Colors instilgraphic representations in packaging, advertising,and branding. Colors are alsoconsidered a significant part of our psychologicaland biological heritage. Thecultural and social trends greatly influence the meaning of a color. Therefore, it isboth challenging and rewarding to study the color psychology because of thevarious figurative meanings of colors in the various cultures. In this paper we willstudy the color psychology in marketing based on survey of 75 mostly Saudirespondents from different age groups and both genders. We will consider theimpact of color on dependability, quality and inexpensiveness of the items beingmarketed. We argue that a cultural perspective of color research and application isvital for developing marketing strategies for the Saudi market.