IELTS Listening Part 4 · Hard
Lecture: colour psychology in marketing
A business lecture on how colour influences what we buy. Practise linking ideas and examples.
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Full transcript (contains answers)
- In this lecture, I'll be looking at how companies use colour in marketing.
- Research suggests that people form an opinion of a product within seconds.
- Much of that first impression is based on colour alone.
- Blue is often associated with trust, which is why many banks use it.
- Red, on the other hand, tends to create a sense of urgency.
- That's why it's frequently used in advertisements for sales.
- However, the meaning of colours can vary between cultures.
- For example, white represents purity in some countries but sadness in others.
- Companies selling globally need to take these differences into account.
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