How Color Influences Purchase Patterns

Color is an important component of your corporate identity. Color theory, color-based marketing, the psychology of color, and the persuasiveness of color are a few of the aspects that must be taken into consideration when marketing your business. How your target audience responds to color and how color influences purchase patterns, then, becomes critical branding and marketing knowledge. For example, the color of sale and directional signs, the color of logos and promo materials, and the color of product packaging subtly help influence consumer thoughts, perceptions, and actions.

What does all that mean for your business? It means the colors you select to represent your brand can elicit feelings of trust, confidence, urgency, and calmness. They can make your audience eager to engage with you – or they put them off of buying from you. Working with an experienced, professional graphic design team who can help you understand the link between color, emotion, and your consumer’s wallet is a good starting place. They can guide you on the best use of white space, focus colors, accent colors, and neutrals.

Graphic design pros understand what colors insight excitement, passivity, or whatever emotion you want to stir in your consumers. They consider a number of factors in their choice of colors – consumer perception, color trends, and marketing methods. During the color selection process, consider the following statistics on how color influences purchase patterns.

• Nearly 95% of consumers site visual appearance as a major factor in product selection
• An estimated 85% of consumers maintain that product color heavily influences the decision to purchase
• The colors blue, white, and green often elicit feelings of trust
• Shades of black, green, and blue evoke feelings of safety and security
• Warm colors, hues, and tones help create a sense of urgency that can boost sales
• Cool colors help consumers make level-headed, well-thought-out buying decisions

Still unsure how color influences purchase patterns and behavior? If you’ve ever driven a car or crossed a street, you’ve been influenced by color. You stop on red, proceed cautiously on yellow, and go on green, right? When the colors that represent your brand become as familiar to your audience as the stoplights and street signs we respond to every day, your brand is guaranteed to grow. Is your business a champion of sustainability? Green is a great color choice for you. Is your audience made up mostly of children? Primary colors over secondary colors is a smart choice. Do you want consumers to get excited when interacting with your products and services? Choose bright, vibrant colors. Do you want them to slow down and relax? Warm colors and neutrals are a good choice.

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