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How use of colour can influence your purchasing decisions in the shop.

Posted on: 20 Jun 2017

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Did you buy too much? Maybe you did that because of the colour.

Our lives are tinged with emotion. That is a statement that we can't do much about. Emotions determine everything: from our choice of partner to what ends up on the table when we are hungry. But have you ever considered that this is an interaction? Colours determine emotions, much more than you think. More than just words, more than pictures, we allow ourselves to be carried away emotionally by the use of colour. So why not try to make use of this phenomenon? Surely anything that helps to persuade a customer is welcome? But how exactly do you achieve the desired effect?

1. Set the right tone
You don't have to be a genius to realise that colours attract attention. A fuchsia-coloured car or a woman with pink hair is something you are bound to notice instantly. But the impact of colours goes beyond that 'shock' factor. Our first impression of a product is based between 62 and 90% on colour. No fewer than 85% of consumers even cite colour as the primary reason for buying a product. Does that mean that it is a good idea to go totally wild and spray everything in fluo colours? Of course not.  Your business's use of colour also needs to suit the product. It should feel pleasant without being overwhelming. An elegant, delicate product.  Think of lingerie: it doesn't have to be fluorescent pink. Products with a clean look, such as electronics, don't use bright colours that could distract from the product.

2. Maintain the right tone
I remember when my favourite make-up brand changed their packaging. I was confused for weeks. I couldn't find it, didn't recognise it and to be honest, I lost my confidence in it. Everyone has a tale like that to tell. Choosing a colour range is not something that you do just for a year. It is a structural part of your corporate identity. It is no coincidence that a giant like Coca-Cola has stuck with red and white for 125 years. A consumer needs to recognise you from a simple colour combination. How to you make sure that the consumer gets to know you? By being coherent in your omnichannel marketing (leaflets, gift vouchers, social media, etc.) and sticking with it.  Don't confuse your customers, because they don't like it.

© Debora Bielen

© Debora Bielen

3. Occasionally, a wrong note is fine too
You have dreamed up a colour range that fits your personality as a company perfectly. Customers recognise you among a thousand others, and you make consistent use of those colours. But that's not the end of the story, or is it? Not quite. What if you really do want to grab attention? You want to run a crazy special offer that must be 'in the picture'?  In that case, you can open the fluo paintbox.  Try some red. Research tells us it is a colour that evokes a physical reaction as if we are in danger. In other words: it grabs attention. Make sure that the red is not overwhelming: that could have the opposite effect. The conclusion is that colour is often something that is neglected.  Colours play on our emotions and convey messages.  Being aware of this and turning the narrative to your advantage makes customers buy more, increases your turnover and makes products fly off the shelves more easily. Perfect, isn't it?

Debora Bielen

Owner @ No Nonsense Design

Debora Bielen

Debora is the manager of No Nonsense Design. She ensures that businesses convey a single image to the outside world, so that they can be clearly and recognizably distinctive. She does this through a combination of interior architecture and graphic design.

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