5 Ways On How Colour Impacts Customer Decisions

Research has shown that 85% of buyers make their decisions based solely on a visual appearance of the product, namely its colour. Having that in mind, marketers and graphic designers have been using the psychology of colours very effectively in order to increase customer’s engagement in purchasing the product.

Believe it or not, when it comes to buying decisions, it’s all about colours and the emotions they communicate to us. Although those messages can be different based on different cultures, several patterns can be traced and used universally. You need to assess the nature of your target audience and ensure you adapt the right colors to their needs. The following are some common colors and their impacts on individual moods that your graphic design professional might suggest.

  1. Warm colours – red, orange, yellow – create a sense of energy, movement, excitement and optimism.

Red creates a sense of urgency (think ‘Sale’ signs) and increases the energy levels of a customer. On the other hand, orange is used to create call to actions as it’s motivating.

Yellow is used to grab customer’s attention – Such as when your getting advertising on your vechiles – mostly with impulsive buyers, but also feels refreshing, stimulating, and cheerful.

  1. Cool colours – blue, green, purple – have an overall calming and relaxing effect on customers.

Blue communicates clearness, freshness, and peacefulness. It also creates a sense of trust and security within a buyer.

Green is the colour of health, balance, and peace. But, it also can denote wealth and power, especially with dominant people.

Purple is the easiest colour for eyes to process, and is often used to represent harmony and balance between body and emotions. It is used to soothe and calm customer’s and can be related to royalty, wisdom and respect. It is also related to creativity, because stimulates the problem solving area of the brain.

  1. Neutral colours – black, grey, white – have a different impact on customer engagement.

Black is the most powerful colour in this group, and it’s often associated with luxury products. On the other hand, black also means authority, power, stability and strength. In some cases, it can be associated with intelligence.

Grey is related to practicality, timelessness and creates balance in the mind of the customer.

White is the colour of purity and safety. It indicates cleanliness and transparency, but also creates a sense of creativity.

If you want to create a sense of urgency, to grab attention or to engage customers in a call to action, you are mostly like to use warm colours (red, orange, yellow).

Warm colours are great choice if you want to make them excited, cheerful and optimistic, to increase their energy and to change their mood within a second.

If you want to create the sense of security, trust and stability, you should use cold colours (blue, green, purple) but also some neutral colours, like white or black. Cold colours have relaxing effect on your customers, creating the sense of physical and emotional balance within their minds. Neutral colours can be used twofold: white indicates purity and transparency, creating the sense of security and safety within your customer’s mind, while black means authority and power and can be related to dominant and intelligent customers.

Sources:

http://pamorama.net/2013/04/21/the-role-of-color-in-marketing-infographics/

http://www.realsimple.com/work-life/money/color-psychology

https://blog.kissmetrics.com/color-psychology/?wide=1

https://smallbiztrends.com/2014/06/psychology-of-colors.html

http://marketingology.nl/wp-content/uploads/2015/03/impact-of-color-on-marketing.pdf

https://www.helpscout.net/blog/psychology-of-color/

http://www.fthm.uniri.hr/files/Kongresi/THI/Papers/2014/THI_May2014_566to583.pdf

 

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