Whether you know it or not, your buying decisions are oftentimes based on color. The next time you’re looking at an advertisement or packaging for an item you’re considering, pay special attention to the colors you see. Observe how those colors make you feel. Once you understand the effects of color on buying habits, you can make marketing decisions based on that knowledge.

Shoppers put visual appearance and color above other factors when considering a purchase. According to research compiled by KISSmetrics, 85 percent of shoppers said color was a primary reason they made a buying decision. Additionally, 80 percent said that color increases brand recognition. Brand recognition improves consumer confidence. Before you make the next color choice for your brand, consider this:

RED
The colour the eye perceives the quickest. There’s probably a good reason as red creates a sense of urgency. Red is the energy color  and is known to raise your heart rate. Red usually draws attention first.

BLACK
Black is the color of power, luxury, elegance and authority. Now you know why so many luxury items have black in their marketing. However, black is also associated with death and evil and can evoke strong emotions, however if used in the right way (as it is often used with prestige/luxury products) such as when combined with gold, it can create a chic exclusive feel.

GREEN
Fresh and cool; associated with nature, growth, and hope, It’s also easy on the eyes and often used as a relaxing color in stores. Light green shows change while dark green shows balance.

BLUE
It can hint at trust, and reliability. so it’s often used in banking and business. Blue causes the body to produce chemicals that are calming. It is also associated with wisdom and loyalty. However, too much blue can make a message cold and uncaring.

ORANGE
A warm vibrant shade without being reminiscent of danger or aggression as in red, good for encouraging impulse purchases.

YELLOW
Warm and stimulating like the sun, and encourages feelings of happiness, laughter and creativity. Especially preferred by young people. It causes your body to release the feel-good chemical, serotonin.

PURPLE
Purple is the color of sophistication and prosperity. It is often associated with royalty. Purple can increase brain activity that helps with problem solving.

Even if you didn’t initially consider color to be an important sales/business factor, it’s not too late to do something about it, there’s no reason why you can’t work with your existing brand colours and perhaps work new colours into your scheme that will work harder to encourage those sales – infiltrating the correct colours through your brochures, web site, stationery and so on.

NJC Printing provides quality digital and offset printing to businesses in St. Louis, Missouri and throughout the Midwest. Please visit our website at www.NJCPrint.com to learn more about us or to Request An Estimate.

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