Colour Influences Your Audience’s Buying Choices
Author: Evolution Design Agency
November 28, 2014
The Psychology of Colour is quite fascinating. We recently pinned a Pin on our Pinterest colour board regarding the Psychology of Colour and so far we have received 255 re-pins and 72 likes … and counting!
So we know there is a lot of interest in this topic and so came the inspiration for this blog post.
What if you could influence your audience’s buying choices with colour? You can!
Designing a logo is so much more than just finding a designer. It’s important that the designer you choose understands the psychology of colour, the importance of font selection and the overall message (mission) of your business. So you’re thinking “yeah, yeah… how important can it all be,” right?
Well, while all those elements are important today I’m going to focus on colour. Let me tell you, our minds are programmed to respond to colour. According to studies, colour effects more than our mood – it has the ability to change our thoughts, emotions and most importantly our buying habits! Pretty cool, right?
So if you chose the right colours for your audience can you imagine how that could impact your sales!
Believe it or not, colour can invoke as much as an 80% change in motivation when it comes to online shopping, advertising and marketing campaigns. A Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).
Keep in mind though we (and your audience) are all individuals, elements such as personal preference, experiences, upbringing, cultural differences, context, etc., often muddy the effect colors have on us as individuals. So the idea that colors such as yellow or purple are able to invoke some sort of hyper-specific emotion is not something you want to bet all your money on.
Therefore, understanding who your target market is, specifically, is vital before forming any conclusions about which colour they are going to be most attracted to or influenced by to make a purchase.
But there are broader messaging patterns to be found in color perceptions. For instance, colors play a fairly substantial role in purchases and branding.
Your audience’s purchasing intention is greatly affected by color. This is due to the impact the colour has on how your brand is perceived. This means that colors influence how consumers view the “personality” of the brand in question.
Here are some examples of how different colours are perceived and logos that were designed to aggressively or subtly reach their market.
The theory that colour influences our buying choices is, while fascinating, also controversial in that we very well could be subliminally influencing our audience’s buying choices.
It’s worth considering if your current logo, website and branding colours influence your audience positively or negatively…
If you’d like more information please get in touch, or leave a comment below I would like to hear from you.