Creating production injection moulds in a facility without a tool shop is a huge challenge. Managing a company department that must simultaneously secure ongoing production and create new moulds may generate delays and many other unforeseeable events. Ultimately, however, the development of our company in this direction is proving to be very beneficial, as it gives us unlimited control over the whole process – from the idea to the finished product. So how do we use this competitive advantage at Politech?
This is not the first time we have focused on the importance of colour in our articles, including those we publish in the industry press. This time, however, we would like to delve into the relations between colours and particular cultures. The way the brain perceives a certain colour, and what it associates it with, can differ vastly, depending how our understanding of it has been shaped by our culture, religion and politics. As a result, these factors may actually have a tremendous impact on the purchase decisions made by consumers.
The importance of colour
The influence colour has on humans has been known for thousands of years. Even though their exact effects were unknown, many conclusions could be drawn from observing human reactions to particular colours. Now we know that colours affect our brain, which in turn orders our body to secrete certain hormones to achieve specific reactions (increased blood pressure, wakefulness, increased focus or calmness).
As a result, we use colours in areas such as chromotherapy, which is a form of treatment involving the use of colour. This is a popular Chinese method for treating neuroses and depression, as well as reducing pain and the symptoms of digestive and respiratory system disorders, among others. The establishment of colour psychology as its own area of study further proves how strongly colours can influence the human body. The impacts that colours have on human health has also been an object of study by people such as Johann Wolfgang von Goethe (in his 1810 book “Theory of Colours”) or Niels Ryberg Finsen. The latter was awarded the Nobel Prize for his work on the applications of ultraviolet light in treating diseases.
Colours in marketing and sales
It was only a matter of time before colours began to be used in commerce and marketing. Choosing the right colour in the world of commerce is primarily about achieving the right packaging, a well though-out brand logo and coherent visual identification as regards employee uniforms and all other marketing and promotional activities. Which colour should be chosen depends on what it is intended to represent.
The colour of the product packaging is key in the sales process. In addition to its colour and graphics, the packaging should match the brand, the type of product, the target group, the culture it is to be sold in and even the lighting used on the shelves. As you can see, there are many factors at play here, and all of them should be taken into account, especially as no less than 65% of customers believe that colour is the single most important aspect in driving their decisions. Choosing the right colour can evoke the desired reaction in the consumer’s body. As an example, red can encourage customers to make a product purchase decision 12% faster.
Colours and cultures
When expanding into foreign markets, how our brain perceives particular colours is not the only thing we should keep in mind. It is also a good idea to delve into the local culture and learn what significance particular colours have locally. Blue might make people feel safe here, but in Mexico it is the colour of mourning. Many cultural phenomena also include colours in their names, and the associations they might evoke can be unambiguous, such as in the case of the “Orange Revolution”, “Blackshirts”, “black mass” or “grey death”.
By far the most important of these, however, are the associations with religion, power (the colours of the clothes worn by rulers) or regional beliefs. This is where differences arise, such as with white, a colour symbolising purity and innocence in the West. In numerous African cultures, however, white is the colour of demons, as well as the colour of mourning in India. Using colours commonly associated with death and mourning in business, including the packaging and cosmetics industry, does not seem to be an ideal choice. Moreover, traps like this lurk at every corner… In South Africa, red is the colour associated with mourning, while in Egypt it is yellow and, as we have already mentioned, in Mexico it is blue.
The colour used for mourning in the West is black, yet this is the colour of joy and happiness in China. In Japan, on the other hand, black is associated with adulthood, maturity and nobility, while in India it is known as the colour of life. Red is much revered in China, where it is perceived as a symbol of luck, good fortune and love. Blue is one of the best for sales in the USA and Europe, and has grown to be associated with luxury, purity and trust. Green symbolises life, spring and hope in most cultures, yet interestingly enough, in the United States it is often perceived as the colour of greed and envy. Violet is the kind of colour that is very distinct and yet evokes similar feelings across different cultures. It is mostly associated with wealth, high social status and power.
Colour psychology and its associated marketing activities reach far beyond how our body reacts naturally to particular colours. Societies are largely shaped by their surroundings and culture, which means that there might be additional factors at play that influence purchase decisions. Before entering a foreign market, it is a good idea to take into account the various cultural factors which may influence how well a product sells. This is all the more true for cosmetics and perfume, which should evoke only positive feelings.
Stress, putting our professional life before private matters, constant haste in all daily activities, eating on-the-go, a lack of sleep, no time for our family… These things are typical of contemporary times. And it is precisely them that the increasingly popular Slow Life lifestyle is supposed to counteract. Its characteristics are becoming noticeable in many areas of life as well as in various industries. Similar trends can be observed in the cosmetics market, where both the producers and the consumers are heading towards Slow Life.
The belief that in the past people did not dream about having luxury goods and products made by “known brands” is certainly mistaken. The wealthy often boasted about having fabrics imported from India, perfumes from France, or suits sewn by the best tailors. All kinds of such luxuries were, however, reserved only for the richest social groups.
Bespoke production is beneficial for the customer
Politech offers standardised products such as caps for perfume bottles, rings and jars for cosmetics. Every item and even individual parts of the items may be ornamented using the following methods: vacuum metal coating, UV varnishing, hot-stamping or full body colouring. Other options available: matt finish, glitter or pearl effect. That way, the range of possibilities is really huge and if we sold stock products, it would hamper the imagination of our customers and limit our development.
Shopping for the right perfume
Perfumes perfectly complement our personality and look, make us more courageous and catch the attention of those around us. They give us that special something that makes us stand out, that sets us apart. Good perfume is pricey, and if we want to spend a specific amount on it we should make a choice that we will not regret and that will have a positive effect on how we are perceived by others.
Trends in different sectors of trade and life in the 21st century are changing ever more rapidly, leaving consumers trying to keep up. Of course, those companies that move with the times and quickly adjust their products to trendy colours, patterns, textures, scents, and most importantly, consumer behaviours, expectations and experiences, benefit from doing so.
The appearance of any packaging plays a key role in the shopping process for the customer. What is more, consumer decisions are made in several dozen seconds, with only a few being spent on looking at a single product. The process of ensuring that our goods are the ones that attract the eye of the customer for longer begin with the development of the packaging.
According to one of the most important rules of marketing, a seller should not offer their clients a product, or rather a feeling, experience or dream which the product can accomplish. This rule is well known to perfume manufacturers who certainly do not offer water that smells like orange and ginger but “an oriental and tropical sensation that every strong man who wants to keep it natural needs.”
It might seem that product packaging always corresponds to the value of the commodity. In reality, however, form often alludes to the taste, smell or composition of the product or to abstract values rather than to the actual quality of the content. How to properly select the packaging for a product so as not to let down the expectations of consumers?
Although Slow Life continues to be one of the most influential trends in the consumer market, there is also a large group of people who have a different approach to life. This group of consumers chooses cosmetics with great care, assessing their composition. They also have certain requirements related to life in a constant hurry. Instant Beauty expects quick results, 3-in-1 cosmetics, and products combining care cosmetics with colour cosmetics.
Sophistication, sensuality, luxury, beautiful scents and chic. Why is it that France is associated with these values? Why is it that French perfume is also associated with these qualities? Is it because of the unique plants and climate, which influences the locally-grown perfume ingredients? Perhaps it is so because the French have the best “noses” in the world? Perhaps there used to be real reasons for this, but the advantage of French perfume today only extends to marketing?
The future of online cosmetic sales
The cosmetic market is one of the fastest growing industries in the world. The pace of growth is set by Asia, generating up to 35% sales in this market segment. Global cosmetic sales have been increasing by 6–7% annually thanks to the rising level of hygiene standards and growing consumer awareness, accompanied by increased distribution.
The history of perfume involves more than stories about ancient incense and associated rituals, or the most well-known fashion brands and French manufacturers from Grasse, where tons of flower petals and herbs were transformed into perfume. Unfortunately, it is also a story of filth, stench and very strong aromatic oils, the purpose of the latter being to mask the other, less pleasant smells.
How to reach your target group - Cosmetics for teenagers
Targeting, choosing the target group, and looking for a product niche refers to one particular issue. In order to really understand those terms, it is worth describing them using a specific example, such as cosmetics for teenagers. While creating a new cosmetic line, a company should accurately identify the recipients of their products and select the proper means of communicating with this group.
About creating glass packaging and our cooperation with Heinz-Glas Działdowo
After years of collaboration, relations between business partners begin to look routine. However, Politech is curious about the world and eagerly discusses issues related to cooperating companies. This is why we decided to conduct a short interview with Monika Kosmala-Sójka, Sales and Marketing Manager in HEINZ-GLAS Działdowo.
Perfumes are designed to captivate with their scent; however, we have known for a while now that we often judge them by their packaging, even before smelling them. Perfume brands have been trying to reach their clients by changing the visual forms of their perfumes, using different methods. Newspaper ads, billboards and TV commercials are just a part of it. Sometimes we may see perfumes in films. Is their presence on the silver screen accidental?
When creating a series for babies, cosmetics producers seem to have reached fertile ground. Parents willingly use protective products for their children in order to ensure proper development without any skin problems. Caretakers are, however, a more and more aware target group and their requirements of products are still growing. The question is, is it worth entering the market of cosmetics for babies?
The preferences of consumers change as quickly as anything in the world around us. Consumer trends can no longer be divided into decades but rather single years, and, in certain industries, even by season. So it is no wonder that companies that are trying to keep up choose rebranding, or at least the gradual revival of their packaging design.
Some substances require a little more attention than others. The reasons are varied. Sometimes a specific temperature must be maintained, on other occasions greater container strength is needed. At other times, the shape must be specially adapted to the form of the material carried inside, while sometimes not only is product safety of concern, but also that of people in its vicinity – as is the case with hazardous agents.
Many people cannot imagine their life without social media, and it has also become an important part of the marketing strategy employed by big companies. Being present on social media involves increasing the prominence of web pages, reaching different groups of recipients using particular distribution channels and improving the image of a company.
- Elias Bittan
- Topic Entry
- Created 11 Jul 2018
- Modified 20 Jul 2018
- Hits 548