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How do colors affect your shopping experience? New research suggests color has more to do with our purchasing choices than we may understand or believe. This infographic gives you information on how color can be used to enhance user experiences and even influence buying decisions.
- Customers are influenced by visual input. 93 percent of any shopping decision is based on sight; 6 percent is based on texture and only 1 percent on sound or smell. This means that what a customer sees ultimately determines what he or she will buy in most cases.
- Consumers report that 85 percent of their buying decisions are based on color and only 15 percent on other factors. Color is a powerful purchasing motivator.
- Color provides an 80 percent increase in brand recognition. Think of the famous Coca-Cola red can—this color and logo is recognized across the world and breaks the language barrier between cultures. Color can easily become associated with a product to the point that color changes are seen by customers as abdication of a brand.
Consumers report that different colors have different effects on their moods and their desire to buy something. Generally, customers report that:
- Yellow engenders feelings of happiness, youth and optimism. It is often used to grab attention in a display or highlight something important that merchants want customers to notice.
- Red increases energy and gives a sense of urgency. It is often used in fragrance sales and to draw attention to an important price reduction. In fact, the term “red tag sales” has become synonymous with big discounts on merchandise.
- Blue gives a sense of trust and security. It is often used by banks and other financial institutions to advertise their products. Many financial documents are enveloped in blue casings.
- Green is relaxing and gives a feeling of wealth. It is often used as a background in retail stores, especially to surround prices of items.
- Orange creates feelings of aggression and is often used as part of a call to action.
- Pink gives romantic, feminine feelings. It is often used to designate items marketed to females, especially young girls. Pink is associated with softness, so it works well with items associated with babies as well.
- Black gives feelings of luxury and sleekness. It is often used in luxury product marketing.
- Purple gives calming and soothing sensations. It is often attached to marketing of anti-aging and comfort products.
Furthermore, color combinations can be used to target certain groups. For example:
- Orange, black, royal blue—speaks to impulse shoppers.
- Navy blue, teal, pink—targets budget shoppers.
- Pink, sky blue, rose—attracts traditional shoppers.
Bulletproof Digital can help you incorporate color schemes as an integral part of your website to attract the customers you wish to target. Talk to the experts on web design at Bulletproof Digital today and you will soon have a website whose colors speak strategically to your customers and encourage them to buy your products or use your services.
