Every single business is reliant on sales. In order to be successful, retailers must market themselves in the right light to attract customers. There are many factors that affect what, when and how consumers buy things. However, one of the biggest factors are visual cues, most specifically the use of colour. When marketing products colour plays a huge role in how goods and/or services are portrayed to customers, beating out other factors like smell and texture. Leading to more consumers associating certain themes and emotions with brands and products.
Here are four different ways that colour makes a huge impact during the customer decision-making process.
Colour psychology is a field of research centred on how colour influences behaviour and our decision-making. When used in marketing, colours can drastically affect the way consumers subconsciously perceive a product.
Certain use of colours have the ability to illicit particular emotions from consumers. “What are they”, you might find yourself asking. Well, let’s go through the rainbow together:
RED – Creates a sense of urgency. The colour is often associated with themes of excitement, passion and impulse. It is very high in energy and creates a heightened heart rate. Since the colour red stands out so much, it captures the attention of buyers.
ORANGE – Often associated with warmth and light. Orange is friendlier in nature and shares an “earthy” likeness to autumnal themes. It is often a colour associated with cheaper prices and can also be used as a call-to-action if your business is marketing a subscription-based service.
YELLOW – The colour resembles sunshine. Carrying themes that are bright, friendly, fun and youthful. Yellow often embodies optimism and often characterises companies and individuals as extroverts. When used in certain ways, yellow can convey a sense of caution. When paired with another strong colour like red or black, yellow can be powerful.
GREEN – The colour most associated with wealth, money, prosperity and nature. Green is often used in stores to help calm customers. It is said to be the colour that is the easiest for the human eye to process. It is a harmonious colour. Due to its balance between logic and emotion, it leads to buyers making decisive choices.
BLUE – Blue is most associated with peace, relaxation, trust and reliability. The colour provides a sense of security for consumers. It is a colour used to convey productivity and is a commonly used with corporate and conservative groups. It is also the most preferred colour by men.
PURPLE – Traditionally purple has a history of being linked with royalty. In modern times it carries characteristics of creativity, innovation, wisdom and respect. Purple stimulates the problem-solving area brain and it is often used with beauty and anti-aging products.
MAGENTA – Undoubtedly, the most feminine colour on the spectrum. Magenta and pinks are traditionally used to market to women and young girls. The colours also speak to themes of inspiration, spirituality and hope.
Colour & Branding
When it comes to branding, colour plays a pivotal role in how consumers perceive companies and groups. Throughout the years, many studies have found that 85% of purchases are made primarily based on colour. As a result, it is apparent that colour and branding share a closer relationship than people believe.
Additionally, it’s of no surprise that colour plays a huge role when it comes to brand recognition. As described in the above colour psychology section, colours play a big factor in personifying certain themes and emotions. Statistical research shows that colour increases brand recognition by 80%.
As a result, the proper use of colour aid brands in becoming recognizable, reaching the right target audience and developing a direct link with consumers when completing a purchase.
Colours & Types of Consumers
Colours have a unique way of attracting certain types of consumers.
Colours falling under the reds, oranges, blues and dark tone families tend to push towards impulse buyers. These types of businesses do well in fast food industries as well as brick and mortar businesses conducting clearance sales.
Lighter colours like pink, light blue and muted tones are mostly suited to the traditional buyer typically found in clothing stores.
Navy blue and teal colours attract shoppers on a budget. These types of businesses that typically use these colours in their marketing are found in banks and larger department stores.
Modern Colour Theory
Whereas colour has tremendous factor on customer purchasing, it is important not to forget that the use of multiple colours is also significant. When used together, colours can help create powerful themes.
That being said, it is also important not to forget the role that darker, light and metallic colours bring to products.
For example, black colours help convey luxury, sophistication and simplicity. While whiter tones speak to modern aspects of cleanliness, restraint and purity. Both darker and lighter tones help create a sense of minimalism and help consumers focus on products and brands that are more streamlined, elegant, modern and are more independent in nature.
Modern colour theory involves looking at new approaches to colour. Instead of simply looking at one or two traditional colours, you instead can play with different colour themes, gradients, patterns, textures and design approaches. Each of which speak to buyers in different ways depending on your personal aesthetic.
Now it’s Down to You
Now that you have been opened up to the world of colour, it’s down to you to make responsible choice for your select products.
When it comes to printing materials, your colour selection is certainly limitless. You can print any colours found on the spectrum, as well as metallic on any surface. However, it is on you to select the right colours to allow your brand to succeed in your industry now and in future.