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How do colours determine the way your customers shop and how can you entice new customers to shop with you just by using colours?

How do colours determine the way your customers shop and how can you entice new customers to shop with you just by using colours?

There are many factors that determine how, what and when people buy; along with product quality and pricing, colour plays one of the most vital roles in influencing purchases. Colour affects our mood and attitude towards products and can form up to 85% of the reason why we purchase .

With consumers making subconscious judgements about a product or brand within the first 90 seconds, a whopping 62-90 percent of that judgement is based on colour alone. It’s a form of non-verbal communication and is a vital part of our daily lives.

Everything from shop windows, to road signs and advertisements use colour to convey messages in support of the written text on display. The underlying emotions that colours induce have been learnt since birth and vary widely depending on many things. Personal preferences, experiences, cultural differences and age all influence people’s perception of colour. However there are some colours which have wider general meanings; E.G. the colour Red grabs people’s attention and is often associated with danger and/or a sense of urgency. Red is commonly seen in road signs such as ‘STOP’ and ‘DO NOT ENTER’ – a good example where colour is representing a possible threat.

9% of people look at a product’s visual appearance before making a purchase, so it’s important to select colours effectively if you want to encourage customers to spend!

What colours should you use in your marketing?

Depending on what message you need to get across and who your target audience is, your style and choice of colours should still follow some basic principles. Orange is often used as a background colour for traffic control signs (signifying a call-to-action) and is a great colour to use for a ‘Buy Now’ buttons on your eCommerce site or in-store for ‘Pay Here’ signage. Orange is easy to spot, it creates energy and is popular with impulsive shoppers; it’s a very attention-grabbing colour when used in bright hues.

Purple is another great colour to use in your advertisements. Purple and burgundy hues remind us of all things rich or exotic, and many higher spending shoppers are drawn towards this colour. Symbolising luxury, purple is the perfect colour to add a touch of elegance or prestige to your marketing.

Colours in the blue area of the spectrum create a sense of trust and are commonly used to represent security or trustworthiness.

On the opposite side of the colour spectrum to exciting orange, Green signals relaxation and tranquillity – a great colour to use if you want to relax your customers in-store.

It’s all about standing out

Bold colours and bold combinations of colour, allows products and brands to stand out. The psychological principle known as the Isolation Effect states that an item that “stands out like a sore thumb” is more likely to be remembered and therefore customers are able to recall an item better when it sticks out from its surroundings.

GreenCall2Action     RedCall2Action
Above, are two examples, one with a green call-to-action and one with red. It’s clear that the page is tailored toward a green colour scheme, meaning the green call-to-action button blends in well with the surroundings, however the red provides a distinct contrast and stands out more.  By using red the call-to-action button in stands out more and the isolation effect draws customers towards the button more effectively. Be aware though that Red/Green distinction is the most common form of colour blindness, so make sure you test the contrast of your buttons by viewing the page in Greyscale – you can even be prosecuted if you fail to make your public facing website easily accessible for people with visual impairments (see DDA guidelines)

When creating call-to-actions, bold colours are most effective. The main optimisation principle is that the button has to stand out from the rest of the page, so it’s easy to find. A great way to find out what works on your landing page is to test different versions and colours using A/B split testing.

Colours develop connections for consumers over time, stirring certain emotions in customers (some more than others) and play a major role in the success of any marketing campaign. Take a look below at some more colour meanings before you choose the colours of your next campaign.

If you have a brand and are thinking about a colour re-brand, or if you are in need of a logo and would like to talk to someone about your company identity, call Sparkstone Creative on: 01489 795 000

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This entry was posted on June 16, 2015 by in colour, creative design, marketing and tagged , , , , .

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