THE PSYCHOLOGY OF COLOR IN PURCHASING DECISIONS GETTING EMOTIONAL If you are thinking about a new logo or website redesign, planning a product launch or even painting your office, it is important to understand the emotional impact color can have on consumers and how that response affects their purchasing decisions. We associate different colors with different emotions. Vibrant emotions, such as love, anger and energy are linked with warm colors. Cool colors invoke a sense of calm and tranquility. When asked how individual colors made them feel, survey respondents answered * : Color defines what a brand stands for, and the experience customers expect to have while doing business with a brand. Color offers an instantaneous way of conveying meaning and message without the use of words. WHAT’S YOUR FAVORITE COLOR? When asked to choose a favorite color, what was the overwhelming response? * 50% BLUE 25% GREEN 15% RED 5% YELLOW 5% ORANGE BLUE = CALM YELLOW = HAPPY ORANGE = WARM GREEN = NATURE RED = LOVE 81% 93% 53% 72% 100% CONSUMERS LOVE BLUE, AND BRANDS LOVE CONSUMERS! Blue is associated with longevity, productivity, security and trust. JUDGING A BOOK BY ITS COVER Consumers make instant decisions about products, places and websites based on color. Color can make or break a sale. COMMUNICATING WITH COLOR Brands and color are forever linked. Color is what people notice first, and remember most about a brand. WHAT’S IN A NAME? Just as color can stir emotions, color names can have many meanings. The perfect color name can have an impact on revenue. TM COLOR INCREASES BRAND RECOGNITION BY UP TO 80% 84.7% OF CONSUMERS say that color is one of the most important factors when choosing a product. When Apple released the first color iMac models, profits increased $108 million in three months. Heinz sold over 10 million bottles of green ketchup in only 7 months resulting in 23 million in sales. Crayola increased crayon sales by 50 percent in a single year by renaming several colors of snap judgments made about products can be based on color alone of customers will not return to a website if they don't like the aesthetics of purchasing decisions are made in-store. The right message is critical to successful sales. 73% 52% 90% Consumers judge a product within 90 seconds of initial viewing and 62% - 90% of that assessment is based on color alone Use the latest technology, along with old-fashioned trial and error, to stay on top of how color names affect a brand’s bottom line Standard names for red color families generate up to 28% higher revenue Creative names for purple color families, such as razzmatazz, generate 31% higher revenue Names for brown, yellow, and pink color families show little difference in revenue RED PURPLE OR RAZZMATAZZ? RAZZMATAZZ! PINK? MEH. BLUSH? MEH. $ *Bonney, Emily. “Color and Purchasing Decisions.” Survey (2, February 2015) <https://www.supersimplesurvey.com/Survey/10895/Color_and_Purchasing_Decisions/> http://pamorama.net/2013/04/21/the-role-of-color-in-marketing-infographics/ | http://www.mdgadvertising.com/blog/3-ways-to-make-color-names-bring-in-the-greenbacks/ http://www.entrepreneur.com/article/233843 | http://www.helpscout.net/blog/psychology-of-color/ | http://infographicjournal.com/the-business-of-colour-psychology/ http://www.sociallystacked.com/2014/01/the-psychology-of-color-how-it-affects-buying-decisions-infographic/ Color plays an important role in the way brands communicate with consumers. The emotional response to the color choices your brand makes for logos, products, websites or stores, can push a consumer to make a purchase or walk away. Choosing the perfect color palette is not a science, but it is important to your bottom line, and worth careful consideration.

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THE PSYCHOLOGY OF COLORIN PURCHASING DECISIONS

GETTING EMOTIONAL

If you are thinking about a new logo or website redesign, planning aproduct launch or even painting your office, it is important to understand

the emotional impact color can have on consumers and how thatresponse affects their purchasing decisions.

We associate different colors with different emotions.Vibrant emotions, such as love, anger and energy are linked withwarm colors. Cool colors invoke a sense of calm and tranquility.

When asked how individual colors madethem feel, survey respondents answered*:

Color defines what a brand stands for, and the experiencecustomers expect to have while doing business with a brand.

Color offers an instantaneous way of conveyingmeaning and message without the use of words.

WHAT’S YOUR

FAVORITECOLOR?

When asked to choose a favorite color,what was the overwhelming response?*

50% BLUE 25% GREEN

15% RED 5% YELLOW

5% ORANGE

BLUE = CALM YELLOW = HAPPY ORANGE = WARM GREEN = NATURERED = LOVE

81% 93% 53% 72% 100%

CONSUMERS LOVE BLUE, AND BRANDS LOVE CONSUMERS!Blue is associated with longevity, productivity, security and trust.

JUDGING A BOOK BY ITS COVERConsumers make instant decisions about products, places and

websites based on color. Color can make or break a sale.

COMMUNICATING WITH COLORBrands and color are forever linked. Color is what people

notice first, and remember most about a brand.

WHAT’S IN A NAME?Just as color can stir emotions, color names can have many

meanings. The perfect color name can have an impact on revenue.

COLOR INCREASES BRAND RECOGNITION BY UP TO 80%

84.7% OF CONSUMERSsay that color is one of the most important

factors when choosing a product.

When Apple released the first color iMac models, profits increased$108 million in three months.

Heinz sold over 10 million bottlesof green ketchup in only 7 months

resulting in 23 million in sales.

Crayola increased crayon salesby 50 percent in a single year

by renaming several colors

of snap judgments madeabout products can be based

on color alone

of customers will not returnto a website if they don't like

the aesthetics

of purchasing decisions are made in-store. The right message is

critical to successful sales.

73%52%90%

Consumers judge a product within 90 seconds of initial viewingand 62% - 90% of that assessment is based on color alone

Use the latest technology, along with old-fashioned trial and error,to stay on top of how color names affect a brand’s bottom line

Standard names for red color families generate up to

28% higher revenue

Creative names for purple color families, such as razzmatazz, generate 31% higher revenue

Names for brown, yellow, and pink color families show little difference in revenue

RED

PURPLE ORRAZZMATAZZ?

RAZZMATAZZ!

PINK?MEH.

BLUSH?MEH.

*Bonney, Emily. “Color and Purchasing Decisions.” Survey (2, February 2015) <https://www.supersimplesurvey.com/Survey/10895/Color_and_Purchasing_Decisions/>http://pamorama.net/2013/04/21/the-role-of-color-in-marketing-infographics/ | http://www.mdgadvertising.com/blog/3-ways-to-make-color-names-bring-in-the-greenbacks/http://www.entrepreneur.com/article/233843 | http://www.helpscout.net/blog/psychology-of-color/ | http://infographicjournal.com/the-business-of-colour-psychology/http://www.sociallystacked.com/2014/01/the-psychology-of-color-how-it-a�ects-buying-decisions-infographic/

Color plays an important role in the way brands communicate withconsumers. The emotional response to the color choices your brand makes

for logos, products, websites or stores, can push a consumer to make apurchase or walk away. Choosing the perfect color palette is not a science,

but it is important to your bottom line, and worth careful consideration.