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PANDigital: The Psychology of Color in purchasing decisions (Infographic)

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When we think of iconic brands, we think of giants such as Coca-Cola, Tiffany & Co., and Starbucks. What crosses our mind first is not soda, jewelry or coffee. Our minds jump straight to the red and white label, the little blue box, and the green mermaid. These brands know that color is one of the most important elements of branding, and for this reason, they have trademarked their signature shades.

Why is color so important? Color has an emotional impact on consumers.  Red makes us think about love, blue makes us calm and green reminds us of nature. These emotions have an effect on our purchasing decisions. Color is the first thing we notice about a product, website, logo or store. We decide immediately if we like what we see. If we like it, we’re more likely to make a purchase. If we don’t like it, we will not buy, and we may not return – even if we don’t consciously know why.

You don’t have to be a brand giant to make the right color choices. Choosing the right palette for your brand helps consumers understand your message. When considering your branding, it’s important to know what your brand personality is. Are you an energetic and disruptive company, or are you a pillar of stability and security? Do you aim to entertain your customers, or educate them? 84.7 percent of consumers say that color is one of the most important factors when choosing a product, so select the color the gives the right first impression

To further investigate this topic, my daughter surveyed 126 consumers about their feelings on color and how it affects their impulse to buy as part of her 8th grade science fair project. The survey, “Color and Purchasing Decisions” consisted of 10 questions and was sent out via social channels. Her results were clear. Color has an impact on our purchasing decisions.

An image of PAN's Brand Experience Report on the Potentials and pitfalls of AI for marketers

In our annual Brand Experience Report, we asked marketers and customers how they are using and experiencing AI to better understand how the technology is changing that relationship.