Product. Price. Place. Promotion. These four Ps of marketing were formally introduced in 1960 in E. Jerome McCarthy’s book, Basic Marketing: A Managerial Approach. After 65 years, these keys to marketing remain though often embellished. A quick Google search turns up versions with five, six, and seven Ps, adding people, process, physical evidence, and packaging. There are probably more P addendums out there yet, too!

This week, color has been part of our conversation at HMG, related to perception by target audiences and how it can impact attitudes. Is there room with the Ps for a C?

In an article, “The psychology of color in marketing and branding” by Eric Ruzindana, published on LinkedIn on April 14, 2023, he writes, “From logos and packaging to advertisements and website design, businesses strategically employ different colors to evoke specific emotions and associations in consumers. But why do certain colors have such a strong impact on our perceptions and decision-making processes? The answer lies in the psychology of color.”

In the illustration from the LinkedIn article, common associations for colors are outlined. Think about your brand color palette and ask, does it match the vibe you want to be associated with your business?

When developing marketing campaigns, advertisements, websites, foundational documents, one-off communications, publications, emails, or whatever outreach you are planning, contemplation of color deserves conversation.

Your brand colors may not be your sole source for design possibilities. Vibrant colors like red, orange, and yellow often are used for their attention-getting qualities when conveying something special. And don’t neglect the value of bold black or the simplicity of white, either.

The team at HMG would love to talk with you about all the Ps along with C. Our goal continues to be helping each of our customers tell their unique story with creative, pragmatic, informed, and rich tools directed to the right audience.

Thanks for the opportunity you’ve given us to be your marketing communications partner.