Right, before you think this subject is a bit wacky, blame Scott Sinclair for this idea.
This all started when I told Scott over lunch about Mrs M becoming a holistic therapist. Her latest talent is 'colour therapy'. Scott thinks this makes for an interesting blog (emails to Scott if he's wrong).
Let me give you some examples:
I visited a marketing agency on Regent Street last week. Their reception area was bright red (my kind of place - just like Anfield). Red walls, even red leather sofas. Why is that you might ask? Let me explain: Red is associated with the dynamic behaviours of 'innovators and entrepreneurs who prefer to move from one project to another, getting an operation on its feet and then moving on'. If you want to come across as a bold and dynamic person wear a red scarf or tie. Apparently. The agency's large meeting room was covered in bright orange. I know why. It's because Orange brings out exploration and creativity.
Did you know that if you use a yellow mouse mat it improves your concentration and helps you to stay alert? Check out the promotional mouse mat that your friendly life insurance sales person left you before Christmas. Is it yellow?
What colour is your office? Munich Re's offices in Canary Wharf are largely painted white. White helps us to clear away clutter and extraneous noise. What environment does the colour of your office generate? Colour is important if you have a reception area too. How do you want customers to feel when they arrive?
Even more importantly, what about your corporate colours? We should put yellow in our life to help us during times of confusion and indecision. Do you think Aviva knew that when they decided to keep Norwich Union's corporate colours?
When you're presenting or attending important meetings where you need to influence people do you ever wear blue? I know I do. Blue can help you to communicate clearly. Writing a speech on blue paper can help you to remember it better. Do you think that AEGON, AXA, Friends Provident and PruProtect knew this when they chose to use blue so much on their websites?
Green can help you to restore balance and perspective. Did LV= and More Than know this when their chose green colours for their logos?
Here's your challenge then: Pick a colour that we should use when defining the need for protection products? Here are your options:
- Red - passion and vitality
- Yellow - intelligence
- Blue - sensitivity and loyalty
- Violet - wisdom
- Orange - joy and hope
- Green - fertility and renewal
- Indigo - contemplation and intuition
Not sure? Me neither. Which colour sells? Experts believe a product has only a quarter of a second to catch our eye in the supermarket. That split second is crucial. According to Mrs M's training material, 'reassurance' is most closely linked to "cool colours", such as blue. A blue office...hmm, maybe this is not so clever after all!
Andy Milburn is head of marketing at Munich Re (UK Life).IFAonline
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