Colours are extremely powerful in provoking emotions deep within the person seeing them and this is something that is completely natural and has been a common theme in the animal kingdom since the existence of life, for example the male peacock uses its bright colours to attract a mate and impress potential mates. The modern day equivalent to this in the human world is using colours to sell products and this is something that companies take very seriously. Read on to find out a little bit more about the psychology of colours and the impact that they have on purchasing.
Colours convey messages
Brands choose their colours very carefully, because they know that they are important because they need to be clear, bold, beautiful and of course, recognisable. Companies use colours in ultra strict and consistent ways to build their brands, because it doesn’t matter if your company sells stylus pens or balloons, consist use of colour is of the utmost importance in influencing customers and potential customers to buy. If they get this wrong they risk losing customers by not being memorable or by putting them off.
Do colours actually sell
In the infographic I have included above it would seem that colours actually play a huge part in our purchasing decisions, particularly given that 90% of people subconsciously judge based on colour alone and also that people judge products within the first 90 seconds. Therefore colour plays a huge role in pushing the customer to buy a product, particularly because the colour is something must immediately attract and please the customer, particularly given the very short 90 seconds for the customer to make their ultimate decision.
Colours have different meanings
It is well know that colours have different meanings around the world, and this ties into the way that things are branded and marketed in various places. Good examples of this are red in Germany (bad luck), yellow in France (infidelity) and blue in Sweden (masculinity). Let’s look at Sweden, which is the home of the world famous brand Ikea. The colour of the Ikea logo is naturally yellow and blue (the national colours of Sweden and its flag), which presents a very strong contrast that is visually pleasing. This bold contrast can also be tied into the fact that blue is a strongly masculine in Sweden and can be seen to be very attractive.