Matakuliah : U0094/Color Theory
Tahun
: 2008
Warna Pilihan Konsumen
Pertemuan 11 s.d 12
Introduction
Color provides both visual & psychological
information. In different cultures, colors can
have different meaning.
Colors can change their meanings over time
with fashion & changing social awareness.
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Consumer’s Color
1. Basic Personality
Color is based on personality, mood at that time
a. prudent 
b. confident 
c. pessimistic 
d. impulsive 
(sexy),
e. traditional 
(dutch royalty),
(chinese lucky),
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(cheer up)
(western’ wedding)
Consumer’s Color
2. Future Color Purchases
Color is based on market / buyer
3. Favorite Combination
Subjective points | mood | situation
4. Trend
a. environment effects; based on neighborhood,
friends, partners, family, ...etc
b. ethnic; based on culture
c. mass media; media helps to spread color’
knowledge to be known faster & widely
d. entertainment; artists, reporter, public figures
..can be a good mediator to deliver the trendy
colors
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Consumer’s Color
5. Culture
based on religion, life style, habit, ...etc
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Consumer’s Color
Color has always been used symbolically, to announce
the people’s social status, their tribe or country or
other significant group.
Humans have always used color in their surroundings
for decorative purposes or to chronicle their every
day lives & other important events.
In most cultures, color choice is systematical as each
hue has a very meaningful & magical effect.
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