The (almost creepy) power of the color in our purchase decisions.

Though there are many factors that influence how and what consumers buy, color is one of the most powerful weapons to persuade people. When launching new products it’s important to consider that consumers place visual appearance and color above other factors such as sound, smell and texture.

Whether you’re a consumer or if you work for “the dark side”, after reading this post, your visit to the retail store will never be the same.

85% of the shoppers place color as a primary reason for why the buy a particular product. Other factors as smell or texture are insignificant. It’s also very important to take care about brand color, using the corporative chromatic range increase brand recognition by 80%. Did you know that brand recognition is directly connected with customer confidence?

Pychology of color is used in design to empower the message. It’s true that cultures understand colors in different ways, but generally, colors arouse the same feelings. Here a basic diagram:

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Color also attracts different typology of customers and changes shopper behauvior. Red, orange, black or royal blue are more pregnant for impulsive shoppers. These colors are able to “speed” the buying decision, that’s why are used in outlets, fast food or clearance sales.

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Tradicional buyers sympathize with pastel tones (rose, sky blue, pink, aquamarine, lavender, peach…) and mostly are used in clothing stores, boutiques, etc. These color shades slow down and calm the shoppers, making them feel more comfortable in the store.

pastel, rose, pink, color shades, buy behauviour, dress, beauty, boutique

The navy blue, teal and, in general, all the “cold” colors suit the shoppers on a budget, inspire confidence and loyalty, so they’re used in banks and shopping malls.

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But is color the only difference between a consumer purchasing an identical item at one retail shop over the other? Definitelly not, the power of the words, or the evironment of a store, the behavior of the employers, etc. make some brands more customer friendly than others.

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