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How Colors Influence Consumer Buying Decisions


Creating a color scheme for your business means understanding color psychology. This can prove to be a fascinating process.

Psychology, Colors, And Marketing

Choosing the right color scheme for your business begins by understanding the color wheel:

Complimentary colors: These are colors that are opposite each other on the color wheel. Appreciating the contrast between colors can help you to find a contrast that gets attention.

Analogous colors: These colors consist of a primary color and assorted shades. Utilizing analogous colors can create something that’s very pleasant to look at.

Triadic colors: Three colors that have been evenly spaced out on the color wheel can be used to create a visually stunning image.

Components to Colors and Marketing

The more you understand the color wheel, the better you will appreciate its potential. There are several basic components to colors and marketing that can now be understood:

• Eighty-percent of what we take in with our senses is visual.
• 92.6% of what we respond to positively as consumers consists of things we can see.
• Since 1987, insulation has made it legally possible to trademark a color.
• Over 50% of consumers claim that color plays a significant role in what they purchase.
• Utilizing colors can lead to an 80% increase in brand recognition.

Marketing to Children

Color psychology with marketing to children is understandably important, as well. It’s also a concept that carries with it certain special considerations:

• Understand the specific interests of your target market.
• Primary colors are your friend. These have been proven to be appealing to children, while also being acceptable to grownups.
• Some of the colors that are ideal for both the parents and the adults include reds, blues, yellows, and pinks. These colors imply traits like trust and liveliness.

Color Preferences

Understanding color preferences is the next step:

• Blue is the preferred color by U.S. consumers (what color does Walmart frequently use?). Orange is the least preferred color.
• Both men and women prefer blue. However, men dislike brown, whereas women dislike orange.

Meaning of Colors

We understand on a certain level that people associate certain colors with certain emotions:

• Red: Energy, passion, and determination.
• Blue: Stability, tranquility, and wisdom.
• White: Purity, faith, and innocence.
• Green: Growth, harmony, and peace.

Take the concept of color associations, preferences, and keep the color wheel in mind. Take all of these things, and begin studying some of the logos you see in everyday life. How do you respond to them emotionally?

About The Author
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