The weight of color
Although color is not a determining factor in purchasing decisions, it does have some influence. And it is this influence that marketing seeks to uncover through studies. One such study is the “Impact of color on marketing”, which aimed to demonstrate that the prudent use of colors, in addition to differentiating products from their competitors, can also influence people’s moods and feelings, whether positively or negatively. The assumption is that our moods and feelings are unstable and, if colors play a role in shaping our attitudes, then it is essential to understand the importance of colors in marketing to encourage customers to buy.
The study concluded that, depending on the product, up to 90% of purchasing decisions were made based on unreflective judgments, where color served as the sole basis.
Color reinforces the brand's personality
Another study, “Exciting Red and Competent Blue: The honduras whatsapp data Importance of Color in Marketing,” also concludes that colors significantly affect purchase intention, due to the impact that colors have on brand perception. Color influences how consumers understand the personality of the brand, that is, there is a “marriage” of color and brand personality that helps the consumer decide to purchase the product.
How to use color to increase your sales
Although colors “produce” different feelings in different individuals, there is a certain pattern that can be absorbed by people who work in marketing and intend to increase their sales. Let’s see what these patterns say:
More than 90% of consumers admit that the visual aspects of the product make a difference when making a purchase;
A slightly smaller percentage (about 80%) say that if a brand has the same colors as their favorite, they will remember the brand;
Almost half of online consumers (42%) confirm that the decision to purchase takes into account the colors and design of the website.
Understand consumer desires
When neurology takes a scientific look at marketing, it can reveal some secrets about the minds of consumers, such as what type of external stimulus is good enough to motivate them to buy something. And it can be said that colors fit into one of these stimuli. That's why the American university Baylor College of Medicine conducted an experiment to demonstrate how the brain interprets color tones. By mapping areas of the brain that drive human behavior, they were able to arrive at a result that can be considered a pattern and that can help increase sales and marketing. See the results:
Red – is a color frequently used in advertisements as it conveys a sense of energy and vigor. It captures attention and increases blood pressure. As it is stimulating and motivating, it is recommended for advertising items that refer to heat and energy, such as technical and fitness items.
Orange – The same indications as red, but with more subtle effects. Generally used to stimulate consumption in restaurants and bars, as its color acts on the hunger center.
Yellow – The most contradictory of all colors, as it can indicate clarity of thought, intelligence, communication, joy and strength. However, it is also associated with negative feelings such as envy, cowardice and betrayal. Yellow represents the Sun and gold, and is therefore associated with triumph and power. Recommended for advertisements that indicate light. Its use is recommended for small surfaces.
Green – Balance is the gift of green. Therefore, despite being stimulating, versatile and indicating friendliness and renewal, it is not a color widely used commercially. The feeling of balance and rest does not match the essential “call to action” in marketing. It is also said that green is the color of hope. It is recommended to convey feelings of cold; in articles related to vegetation, nature, healthy living, logic, freshness, growth and youth. It is very good at advertising products that need to convey the idea of freshness, such as toothpastes and mint products.
Blue – It is often associated with calm and intelligence. It is the color of the sky and refers to deep and eternal emotions. Although it is the coldest color, it is also the one that attracts the most people. It is often used for packaging food that needs to be refrigerated or frozen.
Purple – The color of spirituality and contemplation. It refers to wisdom, philosophy and sophistication. Due to its connection with spirituality, it is often used in religious and funeral items. It conveys depth and experience.