Color Concentrates Give Plastics a Psychological Edge

by Fred Shockey
November 5, 2010

Color sells! Most of us in the plastics industry are keen on gaining a competitive edge, and that can be gained with a good understanding of the psychological ramifications of color. Most of the plastic you see is colored. Certainly the colors of consumer products, industrial products, construction products, medical products and many other industries use color as an important part of sales and marketing.

Getting Emotional

Color evokes emotion like nothing else. Shape evokes emotion too and is a close second to color, followed by sounds, smells and touch, in no particular order. Combining color with these other sensory perceptions creates powerful responses. Think of the last time you had a very luscious salad adorned with brightly colored veggies and dressing. Or, think of the last time you had a juicy steak with just the right pink inside. It is the total package of the senses that delivers the punch, led by the eye-popping color attractors.

A Signal for Danger

As a practical application color can serve as a warning. For instance, if you see a snake, you react. If the snake is colored like a coral snake, you jump out of your skin or meet an untimely demise. If you see a snake colored like a rattler that makes noise, you run like crazy after jumping out of your skin. Color sells!

Color is an Expression of the Individual

If color was not important, all of our cars would the same, our homes would be colored the same and our clothes would all be the same. If color was not important, ugly brown spots on bananas would be fine for my two year old who turns away and throws himself into the nearest wall if the thing isn't perfectly yellow. (Sometimes I peel it first so he can't see it. That's the dad mojo!) Color is a very natural means of expressing ourselves, our thoughts and what we value.

Color Enhances Meaning

Phrases like "all the colors of the rainbow", "shades of gray" and being "color blind" are woven deeply into the fabric of our culture and into cultures of the world. These phrases evoke mental images that conjure all sorts of meaning to the hearer based on past images.

Shared Inspiration

Color can even effectively communicate ideas and concepts. Take for instance our flag. Red, white and blue are powerfully symbols of blood, purity and honor. They also convey integrity, truth and freedom to interpreters of our national heritage. These powerful concepts can inspire people to achieve great heights.

For anyone in the business of making plastics, the power of using the right color concentrates is key to overall success. The sooner you maximize its value as part of your long term business strategy, the better.

Best of luck as you color your world.