How Certain Colours Affect Customer ChoicesSelling is an art; it requires creativity and an acute understanding of how the human mind works. Even if you have the end-all, be-all utilitarian product (most uses for the most people), your sales will be greatly impacted if you don’t know how to effectively market it. Most people tend to be attracted to products based on their visual appearance in comparison to other factors. However, it should be noted that not all colours work for all products; if you are a manufacturer, you will need to know what hue(s) to aim for.

With respect to the psychology of product selling, here is a quick overview of what each colour communicates to buyers. Make sure your marketing team takes plenty of notes, as they will need to decide what is going to work best for your business needs. Did you know that certain colours appeal to different types of buyers? It’s true; studies have found that impulse shoppers, those people who tend to make quick purchases in the heat of the moment, tend to be attracted to darker shades such as black and royal blue. This has a direct connection to the venue in which the products are being displayed as well. Impulse shoppers are the people that will do anything to get a great deal, even if they don’t need to make the purchase. That being said, they typically favour outlet malls and clearance stores vs. department stores (where budget and traditional buyers are more inclined to shop at).

The Anatomy of the Rainbow
  • Black; the darkest shade on the colour scale, black is best suited for companies who are marketing luxury products. It is sleek and bold (think of tuxedos and sports cars).
  • Green; easy on the eyes and the colour of money, green is used to make customers feel at ease during the buying process.
  • Pink; it doesn’t take a rocket scientist to figure out who this colour appeals to. Needless to say, products geared towards most men should steer clear of pink.
  • Orange; this is the ultimate sales colour. It is bold, catchy and is used to entice buyers into making purchases quickly.
  • Yellow; light and airy, yellow is best suited for marketing products to window shoppers who generally like to browse.
  • Red; this colour is used to grab attention and to get customers “pumped” up about buying. Is there any wonder why it is seen on most clearance sale signs?
  • Blue; companies that want to establish a sense of trust with their customers (i.e. traditional and budget shoppers) should aim to incorporate blue into their product lines. This colour induces a sense of calm and security.
  • Purple; businesses that specialize in manufacturing beauty products will be well-inclined to market with purple. It is well-received by younger consumers (18-25), as it is sexy and inspires creativity.

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