Colours Are Taking Over Minds 🧠
For retailers and most outlets, marketing is an art of persuasion.
Many different factors influence the buying decision of the shoppers 🛍 who walk into your store. The most common influences are the subtle and the obvious visual 👁 cues around the outlet, from the order of arrangement and colours to presentation and placement of products. When marketing new products, it is critical ❗️ that you consider the impact of colours on the buying decision. Research 🧐 shows that the proper use of colour increases brand recognition by 80%. It also raises 📈 the visual appearance by 93%. A further 85% of consumers buy because of colour.
How Much Colours Influence Consumer Decision
Once you deal with the issue of affordability, the visual appeal of an item is the major influence on a consumer’s buying decision. Truly, the colour, make, look, and feel of a product affects 93% of the buying decision 🤔. This is followed by texture which affects 6% of the buying decision, and sounds and smell which affect 1% of the buying decision. The major part of the purchasing decision has already been made once a consumer starts walking towards an item that has their favourite 😍 colour. The buying decision becomes powerful when colour, design, texture, and smell are combined.
🔴 Red
When it comes to personality and visual cues, red evokes strong 💪 emotions, increases appetite, symbolises passion and love ❤️, and increases passion and intensity. In marketing, it is known to increase the heart rates, and it is mostly used on impulsive shoppers. Red creates urgency often utilised during clearance sales. Moreover, it stimulates appetite 🤤 glands, and that is why it is mostly used in lots of restaurants. It is related to survival, alertness 😳, safety, and physical self. It is used by Target, Heinz, YouTube, and Netflix. 62-90% of shoppers make snap judgments based on the influence of this colour.
🟡 Yellow
It stimulates mental processes, encourages communication 🗣, and increases cheerfulness. In marketing, it represents optimism, youthfulness, and clarity. It is used to grab the attention of window shoppers. Research shows that it is the first colour that infants 👶 react to, and that is why it is the colour used on most baby products and toys 🧸. Also, the colour has one of the longest wavelengths, making it one of the most psychologically compelling colours. It is very visible, and it draws attention 👀 to itself. Too much yellow causes anxiety, so you have to find the right balance when using it in your store. It is employed by Nikon, IKEA, and DHL.
🔵 Blue
This colour is mostly associated with water 💧, and it is the preferred colour for men. It curbs appetite, and it represents calmness and serenity. Also, it increases productivity; hence, it is mostly used in office spaces. It creates a sense of security 🔒 and trust in a brand. People are 15% more likely to retain your shop if it is painted in blue. It is also associated with productivity and is non-invasive. Blue’s sense of confidence is what makes it the favourite colour used by financial 💲 institutions. The colour is also known to inspire loyalty. The brands that use this colour are JP Morgan, Facebook, American Express, LinkedIn, and Dell.
🟠 Orange
This colour reflects enthusiasm, excitement 😆, and warmth as well as caution. In marketing, it signifies aggression 😠; thus, it is used to influence impulsive buyers. Brands with orange are viewed as cheerful and confident. It is used to create a call to action, namely subscribe, buy, and sell. The colour is associated with affordability and good value 🤑. That is why it is used in thrift stores, like Home Depot. Amazon, Nickelodeon, and along with some coupon sites like StreetDeal and Shopee also use orange in their brands.
🟢 Green
Green signifies health, serenity, and tranquility. It denotes nature 🌳 and alleviates depression. The human eye is able to designate the most shades of green. It represents new growth 🌱. In marketing, it is used in stores to create a relaxed 😌 feeling. It is associated with the wealthy. It has long been a symbol of fertility 🤰. Marketers use it to attract eco-friendly clients to their stores. Green used to be the preferred colour of wedding gowns in the 15th century. Spotify, Holiday Inn, Land Rover, and Tropicana use this colour.
🟣 Purple
It is the colour of royalty, success 🌟, wealth, and wisdom. It is used to soothe and calm in marketing. It is often used in cosmetics 💄 and anti-aging products. Purple represents an imaginative, wise, and creative 💡 brand. Brands such as dUCK and Hallmark use this colour. It is the perfect blend between the stability of blue and the energy ⚡️ and power of red, making it the most common colour in luxury brand items. Additionally, it is the most used colour in the creative industries since it is the colour of creativity, mystery, and regeneration. Marketers have to keep in mind that too much purple invites distraction and introspection.
⚫️ Black
This is the colour of sophistication, mystery, power, and control. It is the colour used to sell sleek items, and brands sold to those who like reserved 😎 brands. It mostly dominates the high-end cosmetic packaging industries, especially upscale lipstick 💄 and blushes. When the colour is used too much, it can be subliminally repulsive as it will denote negativity and oppression. This is also a great colour to use as it draws attention in a subtle and subsumed way. It is a prominent and internationally recognised colour. Moreover, it is best used when you want to create a sterile 😷 or institutionalised feeling in your store. Gucci and Adidas are among the brands that use black colour.
⚪️ White
It denotes cleanliness 🧼, purity, and safety. It can also be used to project neutrality. White is mostly used to add breathing space and open up a crowded area. It is the most common colour used by marketers when advertising coupons and price 🏷 discounts. White is the best colour to use when you want to create contrast on your shelves and aisles in an outlet. In essence, some of the biggest global 🌍 brands, like Google, use white to create contrast on their home pages. This colour is the colour of clarity, freshness 🍃, and it is used to spark creativity. That is why it is the most common colour in office blocks.
Who knew that colours played an important role in marketing? Talk to us today if you need some help with increasing your brand recognition with the use of colours 🤩😎!
Reference:
Braam, H. 2020, April 24. The Psychology of Colors in Marketing and Branding. Color Psychology.
