How does color affect purchases

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Sign up. Support quality journalism and content. This staggering number demonstrates just how dramatically color affects our behavior and how important it is to consider when building brand awareness. Brands that effectively use color combinations can convey a very specific message about their products and services.

For example, customers associate trust with the color combination white, green, and blue. Meanwhile, black, green, and blue are synonymous with security.

Understanding color and consumer behavior requires marketers and brands to learn about consumers and connect with their customers. Learn more about the motivations and preferences of your customers today with qualitative and quantitative data-driven marketing research from Insights in Marketing.

Ready to Connect with Your Consumers? Request Consultation. Privacy Policy Terms of Use. Hit enter to search or ESC to close. By iim April 8, August 26th, No Comments. How do Colors Affect Our Behavior? Color and Consumer Behavior Many marketers understand the importance of choosing the right color for their brand. The Influence of Color on Buyer Moods and Emotions Color affects consumer behavior in many ways, from impulse purchases to budget-friendly investments.

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The way consumers browse, shop…. Now I know why, according to research: 60 percent of consumers identify color as a major factor in their vehicle-buying decisions and automakers continue to sell a vast majority of cars nearly 75 percent in conservative colors such as white, black, gray, and silver. I went with black. You see, the human brain wants to use brands that are easily recognizable and the color is a highly important element when it comes to brand identity.

When a brand is positioning itself against a direct competitor, choosing colors that differ from that competitor is almost as important as the product itself. The color is an integral part of creating a brand that will stand apart from competition as well as other brands and services, while still creating a unique identity that is also supportive of that brand and identity. Certain colors can also gain popularity or evoke specific feelings due to societal or economic trends.

At PPG, we hold a global color trends workshop each year that brings PPG's global color experts together to discuss insights, themes, news, and feelings that have impacted color to forecast upcoming trends in various industries, such as automotive, consumer electronics, and architectural coatings. So, how can you choose the right colors when you are branding your product or service?

It starts with stalking your ideal consumer and gaining an understanding of the colors that will work for them. There are five colors that play the leading roles in every brand's personality.