For sellers, shopping is the art of persuasion. There are many factors that influence how and what consumers buy. However, a great deal is decided by visual cues, the strongest and most persuasive being color. It is crucial to consider that consumers place visual appearance and color above other factors. Sound, smell and texture are much more less important. To increase your sales discover more about color psychology and how it influences purchases.
Color is the place where our brain and the universe meet.Paul Klee
Color and Marketing
When marketing new product, it is crucial to consider that costumers place visual appearance and color above other factors when shopping.
- 1% - sound and smell
- 6% - texture
- 93% - visual appearance
Majority of shoppers place a color as a primary reason for why they buy a particular product.
- 15% - other
- 85% - color
Color and Branding
Color increases brand recognition by 80%. Brand recognition directly links to consumer confidence.
Color and Consumers
Color is one of the most powerfull methods of design. However, it is not entirely universal. Colors that entice in North America are different from those that entice in India.
Here you can see the colors that affect North America online shoppers.
- YELLOW - Optimistic and youthful, often used to grab attention of window shoppers.
- RED - Energy. Increases heart rate. Creates urgency. Often seen in clearance sales.
- BLUE - Creates the sensation of trust and security. Often seen with banks and business.
- GREEN - Associated with wealth. The easiest color for the eyes to process. Used in stores to relax.
- ORANGE - Aggressive. Creates a call to action: Subscribe, Buy or Sell.
- PINK - Romantic and feminine. Used to market products to women and young girls.
- BLACK - Powerful and sleek. Used to market luxury products.
- PURPLE - Used to soothe and calm. Often seen in beauty or anti-aging products.
Color is not the only item that influences consumer behavior. For online shoppers, design, buzz words and convenience affect their need to shop.
For many online shoppers, poor website navigability and poor overall design are the reasons they choose not to purchase from a particular website.
- 42% of shoppers that base their opinion of a website on overall design alone
- 52% of shoppers that did not return because of overall asthetics