The impact of color on consumer behavior

Did you know that people make a subconscious judgment about an environment or product within 90 seconds of seeing it for the first time? Approximately 62% to 90% of this judgment is based only on color.

This statistic tells us that color plays a critical role in consumer behavior. As we will be able to verify throughout this article, it can evoke feelings and emotions, convey information, and ultimately influence purchase decisions.

Understanding the relationship between sales and color psychology can allow brands to use this powerful strategy to influence shoppers’ behavior and make them buy. Applying the strategic use of color in a sales context allows brands and retailers to evoke specific emotions in shoppers and help them make decisions.

Colors and their meanings

Here is the meaning of each color and the emotions they are associated with:

Red: Red is a strong color that stands for passion, energy, and urgency. It stimulates appetite and triggers a sense of excitement. It easily grabs shoppers’ attention, creating a sense of urgency and awakening the desire to buy. For this reason, it is often used in sales promotions.

Blue: Blue represents trust, rationality, serenity, and stability. It creates a sense of security, promotes confidence, and is associated with professionalism. It is often found in technology, healthcare, and finance companies because it conveys confidence.

Yellow: It is considered the happiest color and evokes feelings like optimism, warmth, and good feelings in people. It is inviting, but it can also convey caution. This color stimulates the appetite, that's why it’s often used by restaurants. It can be used to attract attention and create a sense of excitement, and it is also a good choice for highlighting discounts and promotions.

Orange: This energetic and vibrant color evokes energy, excitement, and creativity. It is associated with warmth and friendliness and can be used to create a sense of community and connection. It is often used in supermarkets, to draw shoppers’ attention to products or promotions.

Green: Green appears strongly associated with nature, sustainability, tranquility, growth, and health. It is used by brands that want to promote sustainability, eco-friendly and organic products. It is also associated with balance and harmony, and has a calming effect, making it suitable for wellness and lifestyle brands.

Purple: Purple is often associated with topics such as royalty, luxury, spirituality, wisdom, respect, and sophistication. It is used by beauty brands and facilities whose main focus is wellness, such as spas and beauty clinics. It is also a good choice for luxury products.

There's no doubt about it: color is a powerful tool that can significantly influence shoppers’ behaviors and perceptions. It has the power to sell products through its presence on packaging and at the point of sale through its use of displays and signage.

Considering these factors, it is necessary to track and be aware of this type of information to make products stand out on supermarket shelves and increase sales.

Whatever color you choose, it's important to use this to your advantage.

What do you think about this topic?

What colors do you find most attractive, and what do you associate them with?

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