How Colors Affect Purchases

howCO ORS For retailers, shopping is the art of persuasion. Though there are many factors that influence how and what consumers buy. However, a great deal is decided by visual cues, the strongest and most persuasive being color. do APfect Purchases? OKISSmetrics Color and Marketing When marketing new products it is crucial to consider that consumers place visual appearance and color above other factors when shopping. SOUND/SMELL TEXTURE 93% VISUAL APPEARANCE 50 100 85% of shoppers place color as a primary reason for why they buy a particular product. 15% OTHER 85% COLOR 50 100 Color and Branding Color increases brand recognition by 80%. Brand recognition directly links to consumer confidence. 80% Increase in Brand Recognition 50 100 Color and Consumer Color is one of the most powerful methods of design. However, it is not entirely universal. Colors that entice in North America are different from those that entice in India. Below are colors that affect North American online shoppers. Buy Виy Виц виц YELLOW ORED O BLUE GREEN OPTIMISTIC AND YOUTHFUL ENERGY CREATES THE SENSATIONAL OF ASSOCIATED WITH WEALTHY OFTEN USED TO GRAB INCREASES HEART RATE TRUST AND SECURITY OFTEN SEEN WITH BANKS AND THE EASIEST COLOR FOR THE ATTENTION OF WINDOW CREATES URGENCY EYES TO PROCESS SHOPPERS OFTEN SEEN IN CLEARANCE BUSINESSES USED TO RELAX IN STORES SALES Buy Виц виy Виц ORANGE PINK BLACK O PURPLE IS USED TO SOOTHE & CALM OFTEN SEEN IN BEAUTY OR ANTI-AGING PRODUCTS AGGRESSIVE ROMANTIC AND FEMININE POWERFUL AND SLEEK CREATES A CALL TO ACTION: USED TO MARKET PRODUCTS USED TO MARKET LUXURY SUBSCRIBE, BUY, OR SELL TO WOMAN AND YOUNG GIRLS PRODUCTS Color and Consumer Color also has the unique ability to attract specific types of shoppers and change shopping behavior. Navy Blue Teal Royal Blue Pink Sky Blue Black Red Orange Rose Shoppers on a Budget Traditional Buyers Impulse Shoppers • Banks • Larger Department Stores • Clothing Stores • Fast Food • Outlet Malls • Clearance Sales Other Influences: Color is not the only item that influences consumer behavior. For online shoppers design, buzz words and convenience effect their need to shop. Overall Design For many online shoppers, poor website navigability and poor overall design is the reason why they choose not to purchase from a particular website. PERCENTAGE OF SHOPPERS THAT BASE THEIR PERCENTAGE OF SHOPPERS THAT DID NOT OPINION OF A WEBSITE ON OVERALL DESIGN ALONE: RETURN BECAUSE OF OVERALL AESTHETICS: you 42% 52% The Element of Time Speed, efficiency and convenience are one of the many reasons why shoppers are turning to internet retailers. Having a web site that runs even five seconds slower than your competitors could mean a huge economic loss. PERCENTAGE OF ONLINE SHOPPERS DID NOT PURCHASE AMAZON.COM FOUND THAT WITH EVERY 100MS OF ITEMS BECAUSE THE WEBSITE WAS TOO SLOW: LOAD TIME THERE WAS A 1% DECREASE IN SALES. 64% MILLISECONDS 100 200 300 -1.0% -2.0% -3.0% Power Words Retailers rely on the ability for words to evoke emotions in consumers. The right 'power' word could be the difference between a consumer purchasing an identical item at one retail shop over the other. 52% OF CONSUMERS ARE MORE LIKELY TO ENTER A 60% OF CONSUMERS FEEL AT EASE AND ARE MORE STORE IF THERE IS A SALE SIGN IN THE WINDOW LIKELY TO BUY A PRODUCT THAT HAS THE WORD "GUARANTEED' ASSOCIATED WITH IT. 60% Sources: Directory Journal, Color Matters.com, "the Effects Of Store Environment On Shopping Behaviors: A Critical Review" by Shun Yin Lam, “The Profit of Color" by Color Marketing Group, “The Psychology of Color in Marketing" by June Campbell, “The Psychology of Web Performance" COLOR TYPE ATTRACTSER VENUE SALES