Influence of colours on customer behaviour

Influence of colours on customer behaviour

Many associate colours with specific emotions and perceptions, so it’s not surprising that this association of colours made its way into being perceived as being an influence of shopping decisions. It is commonly related to both company branding and products themselves, said to shape the way customers will see your company and range of items or services by helping them associate colours with your business. Although it is possible that colours can have an vague influence on customer behaviour, it is unlikely it will provoke the incredibly specific emotions and reactions that some state they can. This is simply due to personal preference and experiences when it comes to perceiving colour. Two people can take different meanings from each different colour they are presented with.

This is the same when this practice is introduced into marketing. So to build a branding colour scheme around the emotions you wish to provoke may fall flat on the people you are actually trying to target, this does not mean however that there aren’t subtle ways you can incorporate colour to evoke the more broad reactions that are commonly created by use of colour in marketing schemes. You can even use these colours as a way of branding products if you create your own line or brand, using the influencing colours of your key demographic as an extra colour option for your products. It may perform well if the necessary research on effectiveness is done beforehand. Before you make any colour based decisions, take a quick look at what some colours could do for your company, such as the ones below.

Bright red

If you’re after a colour that makes a statement you can’t go wrong with a bold red. Not only is it eye catching and bright but its colour also tends to evoke feelings of power and heat. This warm colour is commonly associated with sales so is great for use in attracting impulsive shoppers or advertising particularly interesting deals. This is because its link to sales influences a customer to feel an urgency or forceful need to shop before items leave, whether they will sell out or not. It can also be used for themed events such as Christmas or valentine’s day as the colour has heavy ties in both events, so it is a versatile colour for any occasion you may have coming up. Outside of marketing, red is an incredibly common colour in company branding, with many popular logos sporting a bright red personality.

Deep purple / gold

For a more regal feeling to your advertising or branding campaign try a deep purple or gold, they even work pretty well together. These colours boast quality and are commonly associated with royalty, so will hopefully evoke a feeling of quality from your products or services. Although dark they are a soothing pair of colours that shout sophistication so are perfect for use in any upscale stores selling quality products. Both are also very powerful rich colours so will draw in the attention of those who relate to these kinds of colours and enjoy them as a personal preference. Neither colour has any strong ties to common yearly events so cannot be used to tie into any current theme, meaning branding will be stand alone completely different from any seasonal marketing, which isn’t necessarily a problem. They are colours favoured by people of quality but are not commonly used in branding, as few well known logos sport either colour as part of their main scheme.

Bright Green

A great colour to use if your company is in touch with nature or wants a calming atmosphere is a bright green. The cold nature of this colour gives off a soothing and trustworthy feel to many that can be used to build trust between business and client. Because of links to nature, many stores already use this colour in places they would like a calming atmosphere, soothing their shoppers minds during the most stressful or concerning parts of their shopping journey. Green also has heavy links to money and profit, something that would excite a lot of shoppers. Due to this fact it is a great colour to use as a call to action button, as it can possibly act as reassurance that a purchase is financially worth making and makes good sense for the shopper. Of course this may not be the case for many, but for those who take strong influence from colours it could well have these kinds of effects. It is a popular colour that is used in many well known logos and branding schemes, the eye catching but calm nature of the colour is what seems to attract many.

Plain white

Already used by many elite companies to portray a clean and sleek look of quality, white is a calming colour that allows imagination to run wild. The minimalistic colour appeals to both those who seek a life with little complication and also those who enjoy contrast to their usual colourful lives. White can also become slightly clinical when used in large amount and can lead to a lack of stimulation for shoppers that can force their imagination to run away from your brand or product, forcing them to become bored much more easily. If your products are for those that seek DIY personalisation or a sleeker finish then white is a great colour to use as it acts as a completely blank canvas, but if you are looking to reach those who like to see life through a more colourful view, you could be boring your potential audience completely with this as your main colour. Not many popular branding campaigns involve this colour, simply because on the common white backgrounds of websites and in advertising it is not a realistic logo component.

Sunny yellow

This warm colour brings joy to many people that see it, a happy and fresh colour that brings the feelings of summer rushing to those who see it. It’s eye catching nature makes it popular on magazine covers, but its harshness on the eyes makes it less accessible for digital use as there is not only the bright colour but screen light for eyes to contend with. Darker tones of sunny yellows must be used to avoid images and text being difficult to look at for extended periods of time. Yellow is a lovely colour that unfortunately only fits a very fine demographic to evoke feelings of happiness and a carefree nature, others are simply not fond of it at all and will be turned off by the strain on their eyes. It is a great colour for drawing attention to something, but fails when it comes to maintaining that attention for long. Frequently mixed with black or red in logos to calm its bright colour down, it is not an incredibly colour to work with when it comes to branding as only a handful of well known companies use this scheme well.

About the Author
Laura
Content Manager