I was reading something very interesting lately, on the way that certain companies market their products and brands. Something in particular stood out to me, how do colours affect purchases and the marketing process? Well, why don’t we have a quick look at exactly what I mean.
When you or a business is marketing a new product it is crucial to consider that the senses affect the way people shop. But what is most important is that visual appearance weighs in at 93% of the deciding factor while only 6% is texture and 1% sound and smell. We can take it further in that 85% of shoppers place colour as the primary reason that they will buy a product.
If we now look at colour and branding, we can get even more of an indication of the power of colour. Colour is one of the most powerful methods of design. But what I found even more interesting was the fact that colours are not universal, different areas of the world such as North America are enticed differently, by those say, in India. If we take a look at North America and how colours affect online shoppers we will see this:
Yellow; is seen as optimistic and youthful, you might see it in shop windows to grab your attention. Red; creates energy and a sense of urgency that often increases the heart rate – think of the last clearance sale you saw advertised. Blue; creates the sense of trust and security, if you think about it a lot of banks and businesses have blue in them. Green; the colour of money – so wealth, and believe it or not, it is the easiest colour for the eyes to process. Orange; this is quite an aggressive colour and is often used for a call to action, such as subscribe, buy or sell. Pink; no doubt reflects romance and femininity, and is used to market products to woman. Black; powerful and sleek, it is used to market luxury, ever wondered why it’s called a black card and why limos are primarily black. Purple; is used to soothe, often used for beauty products.
Interesting stuff I thought, but don’t get me wrong there are plenty of other influences to consumer behaviour. If we are looking at online shoppers; the design, buzz words and convenience affect their need to shop. For many of these online shoppers overall design comes into play. A poorly designed website, with poor website navigation, can be a reason that they do not purchase a product or leave your site. 42% of shoppers base their opinion of a website on overall design alone. The element of time also plays a part, the speed of internet shopping is one of the many reasons that shoppers are turning to internet shopping. Websites that run slower than competitors could result in economic loss. The power of words also plays a part as they rely on the ability of words to evoke the ‘buy’ emotion in consumers. 52% of consumers are more likely to enter a store if there is a sale sign in the window.