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How Color Affects Purchasing Habits Essay

1732 words - 7 pages

How Color Affects Purchasing Habits

How Color Affects Purchasing Habits
For retailers, shopping is the “Art of Persuasion.” There are many factors that influence how and what consumers purchase things. However, a great deal is decided by visual cues. The strongest and most persuasive of these visual cues would be color. When marketing new products, it is crucial to consider that consumers place visual appearance and color above other factors such as sound, smell and/or texture.
Color plays a vitally important role in the world we live in. It influences thinking. It changes actions as well as causes reactions. Color can irritate your eyes as well as soothe them. It has the ability ...view middle of the document...

Research done by the Henley Center suggests 73% of purchasing decisions are made-in-store. (Kuchinsky, C. 2007, Mar. 15) Consequently, catching the shopper’s eye and conveying information effectively are critical points to make successful sales. Color sends a subliminal message of sorts to individuals and most of us react basically the same way to some colors.
In marketing, retailers will use the color red to alert shoppers to a clearance or bargain sale. Red increases the heart rate while promoting energy and a type of urgency. The color pink is used most often in the lingerie department and in the young girls department to promote a romantic and feminine feel. Purple is often used in the jewelry department as it is a soothing color and insinuates royalty. The next time you are at the mall, stop by the food court and note the reds and oranges used in the décor. Orange creates a “call to action”, order fast, eat fast and leave fast. Your local bank will often utilize blue furnishings to convey a feeling of trustworthiness and imply security.
Also with marketing, the Target Market audience is taken into consideration. The age, gender, and region are all factored in the color-marketing plan. When considering a global product, color is very significant and needs to be taken into account. Color association varies from country to country, but in the Western culture they stay the same, more or less. Some languages don’t have specific words for green, blue, yellow or orange. Eskimos have 17 words for white alone. White is often associated with weddings in North America and generates feelings of purity. In Eastern cultures white signifies death. Therefore a special attention to color selection is used. Men are often attracted to the color black, as it is a sign of luxury. Women and young girls are attracted to pink and young children are attracted to bright, solid primary colors: red, green, blue, yellow. Color is used in all areas of the market as a powerful promotional tool (Color Psychology and Marketing).
Choosing the right dominant color for your brand is extremely crucial. Proper use of color in branding is vital to creating a positive image among consumers. It initially attracts the potential consumer in to the store. Once in the store, color is used to ensure that the consumer is happy. Color is used to ensure the consumer is aware of the service or sees the product in order to purchase it. Color increases brand recognition by 80%. Brand recognition directly links to consumer confidence. Color plays a huge role in memory recall; it stimulates all the senses, instantly conveying a message like no other communication method (Walch, M. 1995).
Larger big named companies are associated with their corporate colors. IBM is blue and UPS is known for utilizing brown, not only in their uniforms but also on their trucks. Coke is automatically noticed for its branded red and white, and Tide is remembered for using its...

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