Studies show that modern shoppers consider color more than any other factor when purchasing an item or service. In fact, color accounts for between 62% and 90% of the decision to purchase. Color can be used to change one’s appetite, enhance mood, increase their memory, promote calmness, and even encourage sales. Each color of the rainbow has a different effect on the human brain, giving them great value in terms of marketing efforts. Some popular high performing colors include light blue, gray, and black. On the other hand, lower performing colors are brown, red, and light yellow.
Famous poet and playwright Oscar Wilde even went as far to say that color “can speak to the soul in a thousand different ways.” Many brands are using this idea to maximize their marketing value. For example, the color red, as used by Target, leads to more conversions than any other color. The green in the Sesame Street logo makes wearers and recipients more creative. The black of Prada is one of the three favorite colors for men worldwide, and is the most visible on a printed page. Finally, Home Depot’s iconic orange is a rare brand color that stands out amongst the others. Orange is also perfect for boosting impulse purchases when used by a clothing company or ecommerce store.
It is using this logic that many brands, stores, and companies are learning how to increase the value of their marketing efforts. The power of color is an affordable and easy way to persuade an audience with as little as a coat of paint.