{"id":6635,"date":"2018-12-26T10:09:42","date_gmt":"2018-12-26T10:09:42","guid":{"rendered":"http:\/\/blog.logoart.vn\/?p=6635"},"modified":"2019-03-04T15:56:13","modified_gmt":"2019-03-04T08:56:13","slug":"ban-da-biet-cach-lua-chon-mau-sac-thuong-hieu","status":"publish","type":"post","link":"https:\/\/logoart.vn\/blog\/ban-da-biet-cach-lua-chon-mau-sac-thuong-hieu\/","title":{"rendered":"B\u1ea1n \u0111\u00e3 bi\u1ebft c\u00e1ch l\u1ef1a ch\u1ecdn m\u00e0u s\u1eafc th\u01b0\u01a1ng hi\u1ec7u?"},"content":{"rendered":"\n\n
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\n 5\/5 - (1 b\u00ecnh ch\u1ecdn) <\/div>\n <\/div>\n

Chase, Citibank, Barclay’s, Ng\u00e2n h\u00e0ng Hoa K\u1ef3…\u0111\u1ec1u s\u1eed d\u1ee5ng m\u00e0u xanh l\u00e0 m\u00e0u s\u1eafc th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt c\u1ee7a h\u1ecd. Ngay c\u1ea3 c\u00e1c t\u1ed5 ch\u1ee9c t\u00e0i ch\u00ednh kh\u00e1c nh\u01b0 Prudential v\u00e0 Merrill Lynch c\u0169ng \u0111\u1ec1u s\u1eed d\u1ee5ng m\u00e0u xanh. R\u00f5 r\u00e0ng \u0111\u00f3 kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t s\u1ef1 tr\u00f9ng h\u1ee3p ng\u1eabu nhi\u00ean khi m\u00e0 c\u00e1c c\u00f4ng ty t\u00e0i ch\u00ednh \u0111\u1ec1u ch\u1ecdn m\u00e0u xanh cho b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u. V\u1eady l\u00ed do cho vi\u1ec7c n\u00e0y l\u00e0 g\u00ec?<\/span><\/p>\n

\"Xau-dung-thuong-hieu-hop-ly\"<\/a><\/span><\/p>\n

\u201cTheo B\u00e1o Indian Express, ng\u01b0\u1eddi ti\u00eau d\u00f9ng coi c\u00e1c nh\u00e3n hi\u1ec7u s\u1eed d\u1ee5ng m\u00e0u xanh lam l\u00e0 th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng h\u01a1n c\u00e1c m\u00e0u kh\u00e1c, th\u1eadm ch\u00ed l\u00e0 m\u00e0u xanh l\u00e1 c\u00e2y. Tai sao?\u00a0<\/em><\/span><\/p>\n

C\u00e2u tr\u1ea3 l\u1eddi \u0111\u01a1n gi\u1ea3n ng\u1eafn g\u1ecdn l\u00e0 h\u1ecd bi\u1ebft l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 k\u1ebft h\u1ee3p l\u00fd thuy\u1ebft m\u00e0u s\u1eafc v\u1edbi kinh doanh. Khi t\u1ea1o d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u – gi\u1ed1ng nh\u01b0 khi x\u00e2y d\u1ef1ng m\u1ed9t ng\u00f4i nh\u00e0 hay l\u00e0m \u0111\u1ed3 n\u1ed9i th\u1ea5t – b\u1ea1n c\u1ea7n ph\u1ea3i bi\u1ebft c\u00e1ch s\u1eed d\u1ee5ng t\u1ea5t c\u1ea3 c\u00e1c c\u00f4ng c\u1ee5 theo \u00fd c\u1ee7a m\u00ecnh, v\u00e0 \u0111\u00f3 l\u00e0 nh\u1eefng g\u00ec ch\u00fang ta s\u1ebd th\u1ea3o lu\u1eadn ng\u00e0y h\u00f4m nay.<\/span><\/p>\n

Trong b\u00e0i vi\u1ebft n\u00e0y, ch\u00fang t\u00f4i s\u1ebd gi\u1edbi thi\u1ec7u cho c\u00e1c b\u1ea1n nh\u1eefng \u0111i\u1ec1u b\u1ea1n c\u1ea7n bi\u1ebft v\u1ec1 m\u00e0u s\u1eafc c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. Ch\u00fang t\u00f4i s\u1ebd li\u00ean h\u1ec7 t\u1edbi c\u00e1c kh\u00e1i ni\u1ec7m t\u1eeb l\u00fd thuy\u1ebft v\u1ec1 ngh\u1ec7 thu\u1eadt nh\u01b0 l\u1ecbch s\u1eed ngh\u1ec7 thu\u1eadt v\u00e0 k\u1ebft h\u1ee3p ch\u00fang v\u1edbi c\u00e1c ph\u01b0\u01a1ng ph\u00e1p hay nh\u1ea5t \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a>,<\/span> marketing v\u00e0 nh\u1eefng g\u00ec c\u00f4ng ty c\u1ea7n \u0111\u1ec3 t\u1ed3n t\u1ea1i trong b\u1ed1i c\u1ea3nh kinh t\u1ebf hi\u1ec7n nay. Nh\u01b0ng tr\u01b0\u1edbc h\u1ebft, b\u1ea1n c\u1ea7n hi\u1ec3u t\u1ea1i sao m\u00e0u s\u1eafc c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i quan tr\u1ecdng \u0111\u1ebfn th\u1ebf.<\/span><\/p>\n

T\u1ea1i sao m\u00e0u s\u1eafc c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i quan tr\u1ecdng<\/span><\/h2>\n

B\u1ea1n ngh\u0129 g\u00ec khi nghe t\u1eeb “t\u00ecnh y\u00eau<\/strong>?” Cho d\u00f9 t\u00edch c\u1ef1c hay ti\u00eau c\u1ef1c, n\u00f3 h\u1ea7u nh\u01b0 c\u00f3 li\u00ean quan \u0111\u1ebfn ph\u1ea3n \u1ee9ng c\u1ea3m x\u00fac m\u1ea1nh m\u1ebd h\u01a1n khi b\u1ea1n nghe c\u1ee5m t\u1eeb nh\u01b0 “gi\u00e1 \u0111\u1ec3 xe \u0111\u1ea1p”.<\/span><\/p>\n

C\u1ea3m x\u00fac l\u00e0 r\u1ea5t m\u1ea1nh m\u1ebd v\u00e0 (cho d\u00f9 ch\u00fang ta th\u00edch hay kh\u00f4ng) c\u0169ng th\u00fac \u0111\u1ea9y qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a ch\u00fang ta. V\u1edbi t\u01b0 c\u00e1ch l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, b\u1ea1n mu\u1ed1n trau d\u1ed3i m\u1ed1i li\u00ean h\u1ec7 c\u1ea3m x\u00fac ch\u1eb7t ch\u1ebd v\u1edbi kh\u00e1ch h\u00e0ng. V\u1ea5n \u0111\u1ec1 l\u00e0 b\u1ea1n kh\u00f4ng th\u1ec3 k\u1ec3 to\u00e0n b\u1ed9 l\u1ecbch s\u1eed c\u1ee7a c\u00f4ng ty b\u1ea1n b\u1eb1ng bi\u1ec3u t\u01b0\u1ee3ng ho\u1eb7c m\u1eb7t ti\u1ec1n c\u1eeda h\u00e0ng nh\u01b0ng m\u00e0u s\u1eafc th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 t\u1ea1o m\u1ed9t l\u1ed1i t\u1eaft th\u1eb3ng \u0111\u1ebfn tr\u00e1i tim c\u1ee7a kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n.<\/span><\/p>\n

\"\"<\/span><\/p>\n

“M\u00e0u s\u1eafc c\u0169ng gi\u1ed1ng nh\u01b0 c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c,\u00a0\u0111\u1ec1u thay\u00a0\u0111\u1ed5i d\u1ef1a tr\u00ean c\u1ea3m x\u00fac”<\/em><\/span><\/p>\n

M\u1ed9t trong nh\u1eefng nh\u00e0 l\u00fd lu\u1eadn n\u1ed5i ti\u1ebfng v\u1ec1 m\u00e0u s\u1eafc, Faber Birren, \u0111\u00e3 vi\u1ebft r\u1ea5t nhi\u1ec1u v\u1ec1 m\u1ed1i li\u00ean h\u1ec7 gi\u1eefa m\u00e0u s\u1eafc v\u00e0 tr\u1ea1ng th\u00e1i c\u1ea3m x\u00fac c\u1ee7a ch\u00fang ta, \u0111\u1eb7c bi\u1ec7t trong cu\u1ed1n s\u00e1ch c\u1ee7a \u00f4ng v\u1ec1 H\u1ecdc thuy\u1ebft s\u1eafc m\u00e0u v\u00e0 L\u00fd thuy\u1ebft s\u1eafc m\u00e0u. C\u0169ng nh\u01b0 nh\u1eefng t\u1eeb “t\u00ecnh y\u00eau” v\u00e0 “gi\u00e1 xe \u0111\u1ea1p” g\u1ee3i l\u00ean nh\u1eefng c\u1ea3m x\u00fac kh\u00e1c nhau, c\u00e1c m\u00e0u s\u1eafc nh\u01b0 m\u00e0u \u0111\u1ecf v\u00e0 xanh da tr\u1eddi t\u1ea1o ra nh\u1eefng ph\u1ea3n \u1ee9ng kh\u00e1c nhau \u1edf con ng\u01b0\u1eddi. Th\u1eadm ch\u00ed th\u00fa v\u1ecb h\u01a1n, m\u00e0u s\u1eafc gi\u1ed1ng nhau c\u00f3 xu h\u01b0\u1edbng g\u00e2y ra ph\u1ea3n \u1ee9ng t\u01b0\u01a1ng t\u1ef1 \u1edf nh\u1eefng ng\u01b0\u1eddi kh\u00e1c nhau; n\u00f3i c\u00e1ch kh\u00e1c, m\u00e0u v\u00e0ng g\u1ee3i l\u00ean c\u1ea3m x\u00fac t\u01b0\u01a1ng t\u1ef1 cho nh\u1eefng ng\u01b0\u1eddi t\u1eeb Montana \u0111\u1ebfn Timbuktu. \u0110i\u1ec1u n\u00e0y th\u1eadm ch\u00ed c\u00f2n \u0111\u00fang v\u1edbi c\u1ea3 s\u1eafc th\u00e1i ri\u00eang bi\u1ec7t, v\u00ec v\u1eady m\u00e0u xanh \u0111\u1eadm v\u00e0 m\u00e0u xanh da tr\u1eddi c\u0169ng s\u1ebd c\u00f3 nh\u1eefng hi\u1ec7u \u1ee9ng kh\u00e1c nhau.<\/span><\/p>\n

\"\"<\/span><\/p>\n

L\u00fd thuy\u1ebft m\u00e0u s\u1eafc \u0111i s\u00e2u h\u01a1n nhi\u1ec1u so v\u1edbi “m\u00e0u h\u1ed3ng l\u00e0 m\u1ed9t m\u00e0u s\u1eafc \u0111\u1eb9p<\/strong>.” C\u00e1c nh\u00e0 t\u00e2m l\u00fd h\u1ecdc li\u00ean k\u1ebft n\u00f3 v\u1edbi s\u1ef1 ti\u1ebfn h\u00f3a c\u1ee7a con ng\u01b0\u1eddi; s\u1ef1 k\u1ebft h\u1ee3p v\u1edbi m\u1ed9t s\u1ed1 m\u00e0u s\u1eafc \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n sau nhi\u1ec1u n\u0103m li\u00ean k\u1ebft ch\u00fang v\u1edbi c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee5 th\u1ec3. Ch\u1eb3ng h\u1ea1n nh\u01b0 m\u00e1u \u0111\u1ecf, khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi c\u1ea3nh gi\u00e1c v\u1ec1 nguy hi\u1ec3m g\u1ea7n \u0111\u00f3; n\u00e2u v\u00e0ng v\u00e0 th\u1ee9c \u0103n th\u1ed1i c\u00f3 khuynh h\u01b0\u1edbng kh\u00f4ng h\u1ea5p d\u1eabn.<\/span><\/p>\n

\u0110i\u1ec1u n\u00e0y kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng ch\u00ednh x\u00e1c – cu\u1ed1i c\u00f9ng, n\u00f4ng d\u00e2n (v\u00e0 nh\u1eefng ng\u01b0\u1eddi y\u00eau th\u00edch s\u00f4c\u00f4la) v\u1eabn c\u00f3 th\u1ec3 y\u00eau m\u00e0u n\u00e2u, v\u00e0 \u0111\u1eebng qu\u00ean con ng\u01b0\u1eddi ti\u1ebfn ho\u00e1 \u0111\u1ec3 nh\u00ecn th\u1ea5y m\u00e0u xanh ch\u1ec9 trong g\u1ea7n m\u1ed9t th\u1eadp k\u1ef7 – nh\u01b0ng khi xem x\u00e9t h\u00e0ng tri\u1ec7u n\u0103m \u0111i\u1ec1u h\u00f2a sinh h\u1ecdc, th\u1eadt d\u1ec5 d\u00e0ng \u0111\u1ec3 th\u1ea5y c\u00e1ch c\u00e1c bi\u1ebfn h\u00f3a c\u1ee7a s\u1eafc m\u00e0u l\u1ea1i v\u01b0\u1ee3t b\u1eadc nh\u01b0 v\u1eady ..\u0111\u00f3 l\u00e0 m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3 nh\u00e2n lo\u1ea1i \u0111\u00e3 bi\u1ebft c\u0169ng \u0111\u01b0\u1ee3c m\u1ed9t kho\u1ea3ng th\u1eddi gian r\u1ed3i.<\/span><\/p>\n

\"\"<\/span><\/p>\n

“Ng\u01b0\u1eddi M\u1ef9 l\u00e0m vi\u1ec7c ch\u0103m ch\u1ec9 v\u00ec\u00a0\u0111\u1ed3ng ti\u1ec1n xanh l\u00e1 c\u00f2n ng\u01b0\u1eddi Anh th\u00ec l\u1ea1i c\u1ed1 g\u1eafng v\u00ec\u00a0\u0111\u1ed3ng xanh bi\u1ec3n”<\/em><\/span><\/p>\n

V\u00e0 \u0111\u1eebng qu\u00ean nh\u1eafc t\u1edbi c\u00e1c hi\u1ec7p h\u1ed9i v\u0103n ho\u00e1. M\u1ed9t v\u00ed d\u1ee5 r\u00f5 r\u00e0ng l\u00e0 c\u00e1ch ng\u01b0\u1eddi M\u1ef9 k\u1ebft h\u1ee3p m\u00e0u xanh v\u1edbi ti\u1ec1n, b\u1edfi v\u00ec ti\u1ec1n t\u1ec7 s\u1eed d\u1ee5ng h\u00e0ng ng\u00e0y l\u00e0 m\u00e0u xanh l\u00e1 c\u00e2y. Nh\u1eefng ng\u01b0\u1eddi t\u1eeb c\u00e1c qu\u1ed1c gia kh\u00e1c s\u1ebd kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i hi\u1ec3u c\u1ee5m t\u1eeb “chi ph\u00ed xanh”; m\u1ed9t c\u00f4ng ty “going green”, tuy nhi\u00ean, ch\u00fang v\u1eabn c\u1ed9ng h\u01b0\u1edfng v\u1edbi h\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi.<\/span><\/p>\n

Ngay c\u1ea3 nh\u1eefng doanh nh\u00e2n l\u1ea1nh l\u00f9ng nh\u1ea5t c\u0169ng kh\u00f4ng th\u1ec3 l\u1edd \u0111i m\u1ed1i quan h\u1ec7 khoa h\u1ecdc gi\u1eefa nh\u1eefng \u1ea3nh h\u01b0\u1edfng t\u00e2m l\u00fd c\u1ee7a m\u00e0u s\u1eafc th\u01b0\u01a1ng hi\u1ec7u. V\u1edbi c\u1ea3 n\u00fai nh\u1eefng b\u1eb1ng ch\u1ee9ng, n\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t c\u00e2u h\u1ecfi li\u1ec7u m\u00e0u s\u1eafc th\u01b0\u01a1ng hi\u1ec7u c\u00f3 t\u00e1c d\u1ee5ng kh\u00f4ng?\u00a0 M\u00e0 ph\u1ea3i l\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u00f4i l\u00e0m cho m\u00e0u s\u1eafc th\u01b0\u01a1ng hi\u1ec7u c\u00f3 hi\u1ec7u qu\u1ea3 v\u1edbi t\u00f4i?<\/span><\/p>\n

\u00c1p d\u1ee5ng m\u00e0u s\u1eafc th\u01b0\u01a1ng hi\u1ec7u<\/span><\/h2>\n

Theo nh\u00e0 nghi\u00ean c\u1ee9u th\u1ea7n kinh h\u1ecdc Antonio Damasio, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m th\u1ea5y th\u1ebf n\u00e0o v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 s\u1ee9c l\u00f4i k\u00e9o m\u1ea1nh h\u01a1n vi\u1ec7c h\u1ecd ngh\u0129 g\u00ec v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. C\u00f9ng v\u1edbi th\u1ef1c t\u1ebf l\u00e0 ch\u00fang ta bi\u1ebft m\u1ed9t s\u1ed1 m\u00e0u s\u1eafc nh\u1ea5t \u0111\u1ecbnh s\u1ebd g\u1ee3i l\u00ean c\u1ea3m x\u00fac v\u00e0 ti\u1ebfng n\u00f3i nh\u1ea5t \u0111\u1ecbnh: m\u00e0u s\u1eafc th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n c\u00f3 kh\u1ea3 n\u0103ng t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn doanh s\u1ed1 b\u00e1n h\u00e0ng ho\u1eb7c n\u0103ng su\u1ea5t c\u1ee7a b\u1ea1n th\u1eadm ch\u00ed nhi\u1ec1u h\u01a1n c\u00e1c s\u1ea3n ph\u1ea9m b\u1ea1n cung c\u1ea5p.<\/span><\/p>\n

V\u00ec l\u1ee3i \u00edch c\u1ee7a t\u1ed5 ch\u1ee9c, \u0111\u00e2y l\u00e0 nh\u1eefng khu v\u1ef1c ph\u1ed5 bi\u1ebfn nh\u1ea5t b\u1ea1n s\u1ebd s\u1eed d\u1ee5ng m\u00e0u s\u1eafc\u00a0 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh:<\/span><\/p>\n