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Use the Science of Colors to Influence Buyer Decisions

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Use the Science of Colors to Influence Buyer Decisions

Although you may think your logo isn’t that important in the grand scheme of your business, it really is. Depending on which colors you choose for your brand, you can promote feelings of security, trust, safety, and quality, whilst other colors can cause consumers to feel cautious and apprehensive.

The colors you choose for your logo, branding, and website, the way you use them and how you display them all have an impact on consumers. Research has shown that nearly 95% of consumers say that the visual appearance of a product is a factor more important than any other, whilst 85% have said that the color of a product heavily influences their buying decision.

It has long been understood by marketing professionals that this idea surrounding color is valid, and it is important for you to understand it. Over time, we as consumers have been “hard-wired” to make certain associations with different colors. Whilst the overall impact of this is very transient and subtle, it is effective enough to influence us.

It doesn’t matter whether you’re using online or offline advertising, the colors you use have virtually the same impact.

How Color Changes Customer Perceptions

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Whilst the exact science behind how color influences us is vast and complicated, it boils down to the fact that evolution and the experiences of human beings over time have made us associate certain colors with certain things.

Deep red, for example, is commonly associated with danger, blood, and gore. This can cause consumers to feel apprehensive and cautious. This is something which has been several thousand years in the making, and we can say virtually the same thing for any other color there is.

How Certain Colors Influence Us

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Despite red being associated with danger, it is recognized as being a “buying color” as it reflects more powerful emotions too, such as passion and anger. Red works well in marketing and branding because it immediately catches our attention, and when used in smaller amounts it is brilliant for generating sales. Using it in large amounts can, however, have the opposite effect! It’s usually used to draw the consumer’s attention to a specific message or point.

Blue is the favorite color of most people around the world and is great for branding and helping make sales, too. It is widely used by service providers as it is known as “the color of communication” – think of an information point in a train station, what color is the sign likely to be? – and gives off signals such as power and authority as well as peacefulness.

The color green naturally reminds us of the great outdoors – plants, trees, grass and forests – and is more of a passive color. It’s not very stimulating at all and it does very little to grab the attention of consumers. Green is mostly used in companies where there is an environmental or charitable element present.

Brown is traditionally associated with good and natural values. Lighter shades of brown are linked to affordability whereas darker shades make us think of wealth and quality. It is the color of our world, of nature and of wood.

Looking for Conversions? Go with the Color Red

Several marketing studies have shown that the color red is the best choice when you are looking to increase conversions. A/B testing has shown time and time again that websites which use colored buttons yield better results when the button is red when compared to other colors such as blue and green, and that the color red works particularly well during sales and when there are special discounts being offered, or time-sensitive sales.

This research into colored buttons was inspired by a 2004 Olympics study where competitors taking part in games were given either red or blue clothing, and researchers looked at whether the color of the gear had an impact on how the contestants were viewed by spectators. This study found that the Olympians wearing red had a higher chance of winning a competition, and there was a parallel study that took place for the Euro 2004 football tournament which demonstrated the same results.

What does this mean? That something as subtle as the colors being worn during a sporting tournament is a deciding factor even when the individuals are evenly matched.

Whilst you may not think that your choice of color in terms of your company’s branding will have much of an impact, it does. As human beings and consumers, we naturally associate different colors with different thoughts, feelings, and emotions, and it is important that you make the right choice and think about what message you want your branding to convey. Authoritative or friendly? Trustworthy or high-end? It is a difficult decision for sure, and it’s very much one that you need to put a lot of thought into.

Read How to Increase the Conversion Rate of Your Online Store in 30 Days

Use the Science of Colors to Influence Buyer Decisions 1Michael Deane is one of the editors of Qeedle , a small business magazine. When not blogging (or working), he can usually be spotted on the track, doing his laps, or with his nose deep in the latest John Grisham.