Three Ways Colour Psychology Can Influence Consumers


Colour has the power to influence moods and inner feelings, making it an influential factor in buying patterns. Colour psychology research has reinforced that 60% of the time, consumers will decide if they are attracted or not to a message based on colour alone. So, when it comes to promoting a sale or a particular product, colour has the power to help your messages stand out. It’s what gets your audience to see what you want them to see and do what you want them to do.

Understanding colour psychology is important for the success of message readability and influencing consumer decisions. Here’s how:

1. Visual attraction. Certain colours can command attention and have the ability to attract specific types of shoppers, and even change shopping behaviour. Research shows that red, orange, black and royal blue are enticing colours for impulse buyers, while navy blue, teal and green are shown to attract shoppers on a budget.

2. Brand recognition. A critical element in brand building is design and colour selection. Consumers have a tendency to gain a sense of attachment to a particular brand based on visual perception alone. Did you know that colour increases brand recognition by 80%?

3. Sales conversion. From messaging to colour, small details can persuade consumers to either make a purchase or walk away. So much so that research shows it accounts for 85% of the reason why people make a decision to purchase a specific product. Once you figure out the message you want to convey and the response you want to influence, colours can be tested for response and conversion rates.

Want to benefit from the selective use of colour in your marketing communications? We’re your nearby experts; we can help.

Fast. Local. Personal. For over 35 years KKP has been supplying a comprehensive range of high-quality print, design and sign services as well as marketing assistance to Canadian businesses. For expert assistance, attentive service and affordable prices, contact us today.

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