Color is one of the first visual elements that attracts a person’s attention, influencing an estimated 60% of purchase choices (Sullivan, 2008) According to marketing psychology, colors have a definite, positive impact on the purchase intention of a consumer. This effect can be observed when specific stimuli are provided, such as creating a shopping environment that uses specific color wavelengths. When certain motivational states are activated as a result of being exposed to these colors, in turn, people’s performances in different cognitive domains improve. The colors of the visible spectrum have specific effects on the human psyche and give rise to very different sensations: Sources: Effects of blue lighting in ambient and mobile settings on the intention to buy hedonic and utilitarian products (G. Guido, L. Piper, M.L. Prete, A. Mileti, C. M. Trisolini) Psychology & Marketing, 2017, 34:2, 215–226. Are men seduced by red? The effect of red versus black prices on price perceptions (n. M. Puccinelli, R. Chandrashekaran, D. Grewal, R. Suri) Journal of Retailing, 2013, 89:2, 115–125. Exciting red and competent blue: The importance of color in marketing (l. I. Labrecque, g. R. Milne) Journal of the Academy of Marketing Science, 2012, 40, 711–727. THE PSYCHOLOGY OF COLOR PINKPURPLEBLUEGREENYELLOWORANGEREDBROWNBLACKWHITE Nurturing Warm Soft Luxury Authenticity Quality Competence Intelligence Communication Trust Efficiency Duty Logic Security Outdoors Nature Earthy Optimism Happiness Cheerfulness Lively Energetic Extroverted Arousing Exciting Activity Strength Stimulation Seriousness Reliability Support Ruggedness Sophistication Glamour Stateliness Dignity Balance Calm Neutral 60% RELAXED DULL COMFORTABLE POSITIVE SHOPPING ENVIRONMENT MERCHANDISE ENVIRONMENT MERCHANDISE PRICE VS. • Increases purchase intention of hedonic products (those leading to emotional gratification, such as Nutella®) Ambient: + 40.9% Display: +105.2% • Enhances performance on creative tasks • Improves cognitive performance and well-being • Causes negative mood in older people • Activates a lower level of arousal (responsiveness to stimuli) PLEASANT OUTDATED EXPENSIVE QUALITIES • Garners attention • Evokes passion and love • Increases blood pressure and appetite, and is linked with metabolism • Causes negative mood in younger people • Activates a higher level of arousal (responsiveness to stimuli) • Leads to compulsive shopping UNPLEASANT UP TO DATE INEXPENSIVE TENSE BRIGHT UNCOMFORTABLE NEGATIVE RED COLORS ARE LINKED TO: Researchers found that a particular tint of blue light (identified by an emission spectrum centered at 460 nm–“actinic blue”) enhanced purchase interest of hedonic products (e.g., Nutella®, Ray-ban ® sunglasses, Swatch® watches), but not utilitarian products (e.g., Johnson’s® Baby Shampoo). 460 nm THE EFFECT OF BLUE VS. RED IN RETAIL 350 400 450 500 550 600 650 700 750 nm 1.0 0.8 0.6 0.4 0.2 0.0 Wavelength (nm) Rel. Intensity ACTINIC BLUE This infographic is a product of Foerstel Design, where we believe in the power of market research and consumer insights to drive intelligent and informed design and marketing strategy. foerstel.com

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Page 1: THE PSYCHOLOGY OF COLOR - foerstel : creativeAccording to marketing psychology, colors have a deﬁnite, positive impact on the purchase intention of a consumer. ... such as Nutella®)

Color is one of the first visual elements that attracts a person’s attention, influencing an estimated 60% of purchase choices (Sullivan, 2008)

According to marketing psychology, colors have a definite, positive impact on the purchase intention of a consumer. This e�ect can be observed when specific stimuli are provided, such as creating a shopping environment that uses specific color wavelengths. When certain motivational states are activated as a result of being exposed to

these colors, in turn, people’s performances in di�erent cognitive domains improve. The colors of the visible spectrum have specific e�ects on the human psyche and give rise to very di�erent sensations:

Sources: E�ects of blue lighting in ambient and mobile settings on the intention to buy hedonic and utilitarian products (G. Guido, L. Piper, M.L. Prete, A. Mileti, C. M. Trisolini) Psychology & Marketing, 2017, 34:2, 215–226. Are men seduced by red? The e�ect of red versus black prices on price perceptions (n. M. Puccinelli, R. Chandrashekaran, D. Grewal, R. Suri) Journal of Retailing, 2013, 89:2, 115–125. Exciting red and competent blue: The importance of color in marketing (l. I. Labrecque, g. R. Milne) Journal of the Academy of Marketing Science, 2012, 40, 711–727.

THE PSYCHOLOGY OF COLOR

PINKPURPLEBLUEGREENYELLOWORANGEREDBROWNBLACKWHITENurturingWarmSoft

LuxuryAuthenticityQuality

CompetenceIntelligenceCommunicationTrustE�ciencyDutyLogicSecurity

OutdoorsNatureEarthy

OptimismHappinessCheerfulness

LivelyEnergeticExtroverted

ArousingExcitingActivityStrengthStimulation

SeriousnessReliabilitySupportRuggedness

SophisticationGlamourStatelinessDignity

BalanceCalmNeutral

60%

RELAXEDDULL

COMFORTABLEPOSITIVE

SHOPPING ENVIRONMENT

MERCHANDISEENVIRONMENT

MERCHANDISEPRICE

VS.• Increases purchase intention of hedonic

products (those leading to emotional gratification, such as Nutella®)

Ambient: + 40.9% Display: +105.2%

• Enhances performance on creative tasks• Improves cognitive performance and well-being

• Causes negative mood in older people• Activates a lower level of arousal

(responsiveness to stimuli)

PLEASANT

OUTDATED

EXPENSIVE

QUALITIES

• Garners attention• Evokes passion and love• Increases blood pressure and appetite, and is linked with metabolism• Causes negative mood in younger people• Activates a higher level of arousal (responsiveness to stimuli)

• Leads to compulsive shopping

UNPLEASANT

UP TO DATE

INEXPENSIVE

TENSEBRIGHTUNCOMFORTABLENEGATIVE

RED

COLORS ARE LINKED TO:

Researchers found that a particular tintof blue light (identified by an emission spectrum centered at 460 nm–“actinic blue”) enhanced purchase interest of hedonic products (e.g., Nutella®, Ray-ban® sunglasses, Swatch® watches), but not utilitarian products (e.g., Johnson’s® Baby Shampoo).

460 nm

THE EFFECT OF BLUE VS. RED IN RETAIL

350 400 450 500 550 600 650 700 750 nm

1.0

0.8

0.6

0.4

0.2

0.0

Wavelength (nm)

Rel. I

nten

sity

ACTINIC BLUE

This infographic is a product of Foerstel Design, where we believe in the power of market research and consumer insights to drive intelligent and informed design and marketing strategy. foerstel.com