Once the issue of affordability is addressed, the visual appeal of a product is the main influence on the consumer's purchasing decision. In fact, the color, brand, appearance, and feel of a product influence 93% of the purchasing decision. Next comes a texture that influences 6% of the purchasing decision and a sound and smell that influences 1% of the purchasing decision. By the time a consumer starts walking on an item that has their favorite color, most purchasing decisions have already been made. When the four parameters of color, design/texture and fragrance are combined, the purchasing decision becomes powerful.
1 - Red
Regarding personality and visual cues, red evokes strong emotions, increases appetite, symbolizes passion and love and increases passion and intensity. In marketing, it is known to increase the heart rate and is mainly used by impulsive buyers. Red creates urgency which is often used in clearing sales. It stimulates the glands of appetite and is therefore used in many restaurants. It is about survival, alertness, security and physical independence.
62 to 90% of consumers quickly assess the influence of this color.
2 - Yellow
This color stimulates the mental process, stimulates communication, stimulates the eyes but also increases joy. In marketing, it is synonymous with optimism, youth, and clarity. It is used to draw the attention of customers to shop windows. In fact, research shows that it is the first color that babies respond to and is, therefore, the color used in most baby products and toys. Color has one of the longest wavelengths, which makes it one of the most psychologically convincing colors. He is also very visible and draws attention to him. Too much yellow color causes anxiety, so here you have to find the right balance when using it in your store.
3 - Blue
This color is mainly associated with water and is the preferred color for men. It reduces appetite and is synonymous with peace and serenity. It increases productivity and is mainly used in offices. It creates a sense of security and confidence in a brand. There is a 15% chance that people will remember your store when it is painted blue. It is also associated with productivity and is non-invasive. The feeling of confidence, inspired by blue, makes it the preferred color of financial institutions. Color is also known to inspire loyalty. Samsung IBM and Volkswagen use this color in their brands.
4 - Orange
It reflects enthusiasm, excitement, and warmth. It is also the color of caution. In marketing, it is synonymous with aggressiveness and serves to influence impulse buyers. Orange marks are considered joyful and reassuring. It is used to create a call to action, that is, to draw, buy or sell. Color is associated with accessibility and cost-effectiveness. This is why it is used in stores like Boulanger and Home Depot. Mozilla and HTML5 also use orange in their brands. Well-known brands that sell high-quality products, Harley Davidson, have their logos colored in orange.
5 - The Green
Greenwood is synonymous with health, serenity, and peace. It indicates nature and relieves depression. The human eye is able to distinguish as many shades of green as possible. It is synonymous with new growth. In marketing, it is used in stores to create a sense of relaxation. itis associated with the wealthy. Traders use it to attract eco-friendly customers to their stores. Green was the favorite color of wedding dresses in the 15th century. Starbuck, Xbox One use this color.
6 - Violet
It is the color of royalty, success, wealth and wisdom. In marketing, it is used to calm and soothe. It is often used in cosmetics and anti-aging products. Purple represents a wise, imaginative, and creative brand. Yahoo, Cadbury use this color in their brands. This color is the perfect blend between the stability of blue and the energy and strength of red, making it the most common color in luxury and branded products. It is the most used color in the creative industry because it is the creativity, the mystery and the power of red.
7 - Black
Black is the color of sophistication, mystery, power, and control. It is the color used to sell elegant items and brands that are sold to those who like reserved brands. It dominates the packaging industry for high-quality cosmetic products, especially for high-quality lipsticks. When used in excess, it can be subliminally repulsive, denoting negativity and oppression and being associated with death in Western civilizations. It is also a color that should be used because it attracts attention in a subtle and refined way. It is an exceptional color and internationally recognized. It is best to use it when you want to create a sense of sterility or institutionalization in your business.
8 - White
Cleanliness, purity and safety and can be used to represent neutrality. White is mainly used to create more space for breathing and to open up a crowded area. It is the most common color used by sellers to advertise coupons and discounts. White is the best color for creating contrast on store shelves and aisles. In fact, some of the biggest brands in the world like Google use white to create contrast on their websites. White is the color of clarity and freshness and is used to encourage creativity. This is why it is the most common color in office buildings.
Markets have become more competitive and product cycles have been shortened, which means that every retailer must use all the rules to generate sales. The use of color psychology is common in many industries, including retail, real estate, fishing, the military, automobiles, and restaurants. Subtle changes in colors, distribution, and layout can affect sales, brand loyalty, conversion, and reliability. Ultimately, each business must consider how their brand colors affect customer response and potential sales.
About the author
Digvijay Rajddan is Marketing Manager at Design By Lavassa and has served as the Head of Conversion Marketing at Planet Web Solution. He's an expert in inbound marketing and lead generation.