Imagine a world without colour! Pretty dull don’t you think?
Colour interestingly enough does affect our mood and emotions. We as humans associate different colours with different meanings. Choosing the right colour for your product or brand can help represent what an organisation stands for or can assist in attracting your target audience. In return our buying behaviour will be affected depending on the colour selected. In general consumers will make judgment of a product in less than 90 seconds, making the visual appearance a key aspect in buying behaviour. If we want to influence consumer’s decision-making processes when purchasing a particular product, understanding colour psychology will most definitely help.
Colour is commonly used to portray a certain image about your brand or product. For example when we look at the colour white we associate this with cleanliness and purity, which is why white, is so commonly used in a clinical setting. According to kissmetrics 85% of shoppers rated colour as a primary reason for purchasing a particular product. Colour can also increase brand recognition and even identify what type of shopper you are dealing with.
Attract your ideal consumer through colour
Kissmetrics surveys show that people who are influenced by red, black or royal blue are more likely to be impulse shoppers. You will usually find this particular shopper first in line at a clearance sale or scouting for discounts at your local shopping mall. There are many brands using the colour red as their primary colour for branding. Red is also known to cause excitement and seduce inner cravings.
Your budget shoppers on the other hand are more influenced by teal and navy blue. Blue can represent reliability and trust hence why many banks utilise the colour blue. 6 revealing facts about colour psychology
Video: Rajesh Bagchi, associate professor of marketing in the Pamplin College of Business at Virginia Tech, and co-researcher Amar Cheema from the University of Virginia study how red and blue background colors on websites or on the store walls influence consumers’ willingness to buy.
Perception of colour
Are we all influenced by colour in the same way? Yes and No. We are all influenced by colour but we may perceive colour differently from one another. Example, if a particular colour associates with a traumatic life event this can affect the buyers mood negatively, resulting in the consumer choosing another brand. Culture can also have a lot to do with perception of colour. Example, in the western hemisphere black is associated with death where as in the eastern hemisphere white is associated with death. Colour affects buyer behaviour
Establishing brand recognition with colour
The consumer needs to identify a product with a brand. Consistency is the key to successful brand recognition. Using colours consistently is an example of this. To create brand recognition the same colour could be used on the product packaging, website and brochures to display consistency. Researchers at the University of Loyola found that colour increases brand recognition by up to 80% (Morton “Why color matters”). In another study, when a group of people were shown 3-second advertisements, over 62% developed an association to a brand based purely on the colours they saw (Chang & Lin, The impact of color traits on corporate branding).
We can not assume that colours will affect buying behaviour the same way for every individual but we can take colour into consideration when wanting to represent a certain brand or product. If you choose the appropriate colour for your brand or customer you can expect to grab more attention from your targeted audience.
Colour does matter!