Do you know? Colors can influence and drive up your sales! Whether we realize it or not, colors play an important role in both the conscious and subconscious decision to purchase a product. This is because colors have the ability to make us feel a certain way and in turn, can trigger us to buy a product or abandon our shopping cart altogether.
What Is Color Psychology?
Color psychology is the study of how colors affect people perceptions and behaviors. You can test how powerful colors are just by thinking of some of the biggest brands in the world. What color do they use? You’ll recall it.
When it comes to communication, color is unbeatable. Unconscious or otherwise, color can evoke emotions, inspire reactions, and change modes of thinking. It can excite or soothe your mood, raise or lower your blood pressure, and even whet your appetite! Whether it’s innate or learned, it’s undeniable that color has a vital impact on how we go about our lives.
The Colors Around Us
Have you ever not purchased a product because it didn’t come in your favorite color? Chances are you do it more than you realize.
The human eye can process around 10 million different colors and each of these colors also create an emotional reaction. While some emotional reactions will depend on the person, psychology has also narrowed down generalized expressions of colors.
It all starts with gender. Women typically prefer softer more muted colors whereas men prefer brighter. Color preferences can also be influenced by age. For example, small children are really drawn to bright colors and black, whereas older adults are drawn to softer and less harsh color schemes.
Colors and Conversions
Colors have an important influence when it comes to sales not only on product labelling and packaging, but also the colors around it. This includes the colors that you choose to paint the walls in your store and the colors that you choose to make your sales web page with. Brick or mortar or online, when it comes to colors, the results are usually consistent for both.
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When it comes to the promotion of your brand, colors have also been shown to boost brand recognition and full color page ads also receive more recognition than black and white ads. Colors also have different meanings in different cultures, so it may be beneficial to explore how other culture’s view colors, especially if your product is being catered to an international audience.
Colors and the Psychology of Buyers
Depending on what type of product you are trying to sell, you may want to pay attention to the different types of colors and their influence, which have been determined as being most effective depending on the mindset of the shopper.
Impulse Buyers
If you have a product that requires buyers to really make an impulse purchase choose dark blue, orange or black for your store or webpage.
Budget Buyers
If you have a product that you want to appeal to budget conscious buyers then choose navy blue, green or teal.
Traditional Buyers
If your products fit into neither of the above categories choose light blue, bright pink or green.
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For brick and mortar businesses, warmer colors were shown to attract people into the store, whereas cooler colors encouraged more contemplation and higher sales.
End of the Rainbow!
When it comes to choosing the perfect colors for your website, e-commerce page or brick and mortar shop, it really comes down to your demographics, your products and the mood and feeling you want to create with your company. Colors play a vital role in marketing psychology and sales. Wisely, use them to drive up your sales and business.
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