Rainbow Retail - Colour holds the purse strings

Colours are a driving force when it comes to influencing our buying decisions.

85% of shoppers said that colour was the main factor when choosing a product to buy with 93% confirming that appearance is key.

Red, orange, black and royal blue have the biggest impact with impulsive shoppers, if you are looking to reel in those who left the house with no plan in terms of what to buy then these are the colours needed in your brand activation and events. They are primarily used by guerrilla marketers to push sales of a product with a short timescale event

Navy blue and teal are best for your ever increasing "shoppers on a budget". Times are hard but buyers will still need to get those essentials. To switch a budget shopper to your brand or product then these are the colours to persuade them to stray from the norm.

Pink, rose and sky blue resonate with the traditional shoppers who know what they are out looking for and rarely stray from it. These purchasers are loyal to what they know and buy based on brand trust as well as colour and brand appearance. Start with the colours they like and build on service and knowledge as well as products to grab a slice of this demographic.

The colour spectrum evokes various thoughts and feelings-

Yellow is optimistic and youthful, black is seen as both powerful and sleek, red represents energy and urgency, while blue showers us with security and feelings of trust. Orange demands a call to action; buy me, sell me, subscribe to me. While the lovely subtle romantic pink is soft and romantic. At the end of a hard day shopping we all look for purple allowing us to become calm and feel soothed.

Bud Light successfully uses the colour blue to tap into the feelings of trust and security with this activation

Coca cola uses red for energy and urgency, whilst using the beach to tap into the younger generation and lifestyle angles.

How do your clients use colour in their brand activation's?

Harrisons Creative specialise in creative event production - and we use the colour red!!...so call us urgently with the energy you have left before Christmas!