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How to Understand Purchasing Behaviour of a Customer Using Colour Psychology?

A survey concluded that visuals of a product play 93% on the customer while shopping
How to Understand Purchasing Behaviour of a Customer Using Colour Psychology?
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Not everyone is familiar with the theory of colour and its association with various other things like mood, behavior, temperature, mental stimulation, purchasing behavior, etc. For now, we are here to know what do colours have to do with purchasing. Colour can be one good reason why someone would want to even view your product or not. Studies have shown that colour:

  • Increases brand recognition by up to 80%
  • Improves readership as much as 40%
  • Increases comprehension by 73%
  • Can be up to 85% of the reason people decide to buy

Some brands become so closely associated with their colour schemes that we recognize them even when their company names aren’t visible.

Colours and Psychological Stimulations

According to Pam Dyer, the social media and content marketing expert, ‘it’s also vital to move beyond the standard logo and tagline and take a holistic approach to evoking emotions among potential customers across all of your marketing channels — including social media sites.’ Have a look at what particular colours can do to your product’s approach towards the customer:

  1. Cool colours like blue, silver, purple, turquoise, marks a lasting effect, sense of trust and warmth.
  2. Warm colours like red, gold, pink, yellow, orange stimulate excitement in the viewer, however, it’s also associated with anger and violence, they can be smartly mixed with other colours as well.
  3. Neutral colours namely, brown, beige, grey, black, white have greater significance in the palette of background colours to choose from. They can be mixed with the other two categories of colours.

Some studies have shown that snap judgment purchases are influenced by colour. One study showed that 62-90% of snap judgments made about products are based on colour alone. 

Jon Santangelo, PR and Marketing consultant in China suggests, “Consumer process on colouring on a subconscious level and doesn’t think beyond what they see.” A survey concluded that visuals of a product play 93% on the customer while shopping. Apart from these psychological factors, there are other strategically thought choices that people make while buying a certain product for example, a silver colour car can be bought by someone not just because of the psychological properties of the colour but also because silver colour is less prone to accidents as it can is easily detectable when in low light area as compared to other colours of the cars.

Gender Differences and Theories Suggested

When we talk about colours, there comes along a lot of stereotypical remarks in term of girls’ and boys’ preferences over some particular colours. There are a lot of studies being conducted in the past decade including a study conducted on 232 people from around the word by Joe Hallock in the year 2003 concluded that;

  • Blue is the most popular colour for both men and women.
  • The most unpopular colour for men is brown.
  • The most unpopular colour for women is orange.

Why One Colour Over the Other?

As you must have learned in the previous topic, blue is the most popular colour for everyone but, why is it so? Researchers have developed three theories to quench that curiosity:

  1. Biology / Evolution- We develop colour preferences based on innate biological mechanisms — largely emerging from evolution.
  2. Gender Schema Theory- When our children are young, we reinforce gender stereotypes.
  • We dress boys in blue clothes
  • We dress girls in pink clothes

Children then integrate those colours into their schema for “male” and “female.”

  1. Ecological Valence Theory- we develop preferences for colours, based on our emotional experiences with those colours over time.

How Does it Work at Online Platforms?

Fahad Mohammad, CEO at Bay Street Brands and sales influencer at Influencer Viral contributes with his words in this matter as, “the minute customer lands on the website, A/B testing should be done to see if a particular colour induces a customer to purchase faster or stay on your site longer. Example, Facebook is blue, their site conveys trust and a sense of calmness and audience has responded well to the colours.”

You should make more out of your planning while considering your target customers, keeping in mind their age, class, gender, and trends they follow. Charul Goyal, a psychology undergraduate suggested, ‘To create a greater insight of your target customers, testing and collecting your own data is the only surefire way to know what colours work best for your audience.’

 
Edition: July 2017

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