How does color influence purchasing decisions and attract specific consumers?
For retailers, sales are the art of persuasion. However, while there are many factors that influence consumers’ buying behavior and product choices, significant importance is placed by buyers on the visual elements of a product, with color being the most powerful and decisive factor.
In fact, scent or sound influence consumer decisions by 1%, product texture by 6%, while visual appearance accounts for 93%. Specifically, color influences purchasing decisions by 85%. This influence is so pronounced in consumers’ consciousness that an 80% increase in brand recognition is attributed to the brand’s color. Therefore, color is one of the most potent assets in product graphic design and branding. However, its influence is not universal. The same colors can convey different messages in different cultures. For example, in North America, black is associated with strength and elegance. That’s why it’s often used in luxury products. On the other hand, yellow is optimistic and youthful. It’s frequently used to catch the attention of “window shoppers.” Finally, blue evokes a sense of security and trust. It’s often used by banks and other businesses.
Furthermore, color has the unique ability to attract specific types of consumers and change their buying behaviors. For instance, soft colors like pink and light blue attract traditional consumers, making them common in clothing stores. Dark blue and teal, on the other hand, attract budget-conscious shoppers and are often seen in banks and department stores. Turquoise blue, along with black and red, magnetize impulsive and spontaneous consumers. That’s why they’re used during discount periods, in outlet stores, as well as in fast-food chains.
Finally, beyond color, words have the ability to evoke various emotions in consumers. The right “powerful” word can make a difference, leading a consumer to prefer one out of two or even more identical products. For example, 60% of consumers feel better and are more likely to purchase a product labeled as “guaranteed.”
Therefore, when promoting a new product, it’s essential to remember that consumers place great importance on visual appearance, particularly color, among other decisive factors. Additionally, the choice of color should align with the message the business wants to convey and the consumer group it’s targeting. Combined with the use of “powerful” words on a product label or a business slogan, and a well-organized marketing strategy, these factors can elevate sales and brand recognition.
