If you are the type that uses one set of predetermined colors for all of your marketing needs, you are missing out on a lot of other possible subconscious triggers that drive sales. Color in your design is meant to be eye-catching, but it can also be very effective in stimulating certain moods and emotions that ultimately influence how your customers spend their money.
Depending on what colors are predominant in your design and how they are used in your graphics and message, you can have the following psychological impact on your customers:
Black is usually associated with sophistication and elegance. Take cosmetics for instance: the ones that come in black packaging look more expensive and upscale. Black is also associated with power, strength, and formality.
Blue is favorite among financial institutions because it exudes a feeling of security and dependability – this is due to subconsciously associating blue with clear blue skies – meaning clear, calm weather. Studies have also shown that blue (as opposed to orange) has a higher tendency to draw customers back to your store.
Green is the color that least causes eyestrain, giving a feeling of calm and relaxation – which is why you will see green being used in high-stress environments like hospitals. It is also associated with optimism and freshness and general well-being. It is also used to appeal to the eco-friendly market.
Science has proven that orange increases oxygen to the brain, which partly explains why this color is related to feelings of energy and enthusiasm – customers that feel energized are more likely to give in to impulse buying. Orange is also associated with affordability and good value.
Pink appeals to the romantic, loving, and caring side of consumers and triggers feelings of nurture and (most often) femininity. Pink also has scientifically proven calming effects by relaxing tense muscles and slowing the endocrine system, and relaxed customers tend to be more willing to spend.
Red evokes strong emotions like passion and intensity, danger and excitement, causing increased heart rates. You will often see this color in sales because it creates a sense of urgency and speed, which is great for impulse buying.
This is the color of liveliness and energy and youthfulness. Yellow is very effective in window displays because it tends to grab attention.
Gray is seen as conservative and serious, as well as passive and objective. This may give off a feeling of dullness which would not be effective if you are trying to capture people’s attention, but it’s these same qualities that make gray a good color for businesses that provide legal or financial services.
Purple has always been a sign of royalty, which is why it is also associated with feelings of power, elegance, and luxury, great for marketing pieces that command authority. On the other hand, purple also exudes feelings of calm, magic and mystery, which is probably why it is successfully used in anti-aging products.
No matter what color/s you choose, be sure to keep in mind that these should support your brand. Used wisely, your color scheme can not only impact your customers’ moods, but impact your sales as well.