Sunday, December 12, 2010

The psychology behind colors and its effects on how we purchase

There are many factors to consider why we buy some brands over another: necessity and affordability. The decision to buy an item has a lot to do with what we can see touch or feel (sound, smell, texture), the most important of which is color.
Kissmetrics explains how the power of color influences why consumers would prefer some items over another.
Color and Marketing When marketing new products it is crucial to consider that consumers place appearance and color above other factors when shopping. About 85% of shoppers place color as a primary reason for why they buy a particular product. (Visual appearance-93%; Texture-6%; Sound/smell-1%)
Color and branding Color increases brand recognition by 80%. Brand recognition directly links to consumer confidence.
Color and consumer Color is one of the most powerful methods of design. However, it is not entirely universal. Colors that entice in North America are different from those that entice in India. Below are colors that affect North American online shoppers.
Yellow: Optimistic and youthful. Often used to grab attention of window shoppers.
Red: Energy. Increases heart rate. Creates urgency. Often seen in clearance sales.
Blue: Creates the sensation of trust and security. Often seen with banks ans businesses.
Green: Associated with wealth. The easiest color for the eyes to process. Used to relax in stores.
Orange: Aggressive. Creates a call to action: Subscribe, Buy or Sell.
Pink: Romantic and feminine. Used to market products to women and young girls.
Black: Powerful and sleek. Used to market luxury products. [Black is not a color in its true meaning.-Mine]
Purple: Is used to soothe and calm. Often seen in beauty or anti-aging products.
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