Research Of Color Marketing Based On Brand Communication And Ikea's Color Strategy

In the 21th century, the consumption market has experienced a huge transition in China. As the society becomes more steady, people have more money to afford the merchants and the middle class take more proportion in society, so the consumption groups needs more in psycho. The purpose of traditional consumers is to purse the function of products which seems reasonable, while in recent years, there has been a trend to emphasis the sign consumption, psychological consumption and emotional consumption but not only focus on the function of products. The reason for the emotional consumption is that people can show their characteristics, social state and satisfy their emotion through enjoying the extra value of products. The profits acquired from the function of products have decreased but the extra value of brand has taken an opposite trend. In another word, the competition among enterprises is a battle to create a brand instead of products.In the period of brand competition, as human beings know more and use more on the color theories, color has been widely used to proclaim the brand by the merchants The color strategies have brought a new consumptive way to people and improve the extra value of brand. Color marketing has developed a new relationship between the consumption and brand. With respect to the international famous brand, color has become a more powerful tool in brand competition.This paper mainly focuses on the function of color marketing to brand communication and via this to analyze the functional value and exertion method of color. It pays more attention to analyze how to make color marketing effectively in the provision of brand communication and how to use the color language in the process of color marketing. I hope I can do my own effort for the development of color sales level in my country.