Amanda Vlahakis also known as Truly Ace discusses how
color can influence sales in the online world. Learn how
to use color to your advantage in pursuading customers to
buy your products or services.
The Relationship Between Color & Sales
Make no mistake that emotions are the driving force
behind sales, and customers making buying decisions can be influenced
through visual elements towards a particular behaviour or emotion
that will encourage more sales.
Not convinced? Have you noticed that a
lot of restaurants are decorated in/heavily feature reds
Still not convinced?
Frankie & Bennys
Bella Pasta (one of the few to focus on Orange rather than
These major players understand the psychology behind colour
and its relationship to marketing which dictates that red
and orange specifically encourage restaurant patrons to
eat faster; thus yes you guessed it – increasing sales within
the same period of time.
Red is known as an emotionally intense colour, stimulating
a faster heartbeat and breathing. Orange is also an emotional
It’s entirely possible you are suddenly frantically realising
that you haven’t considered this at all when choosing your
brand design and associated marketing materials and are
now wondering whether you are maximising your sales through
the use of colour psychology.
Luckily there’s no need to panic and start planning a complete
(and potentially expensive) re-branding exercise.
Even if you didn’t initially consider this, it’s not too
late to do something about it, there’s no reason why you
can’t work with your existing brand colours and perhaps
work new colours into your scheme that will work harder
to encourage those sales – infiltrating the correct colours
through your brochures, web site, stationery and so on.
This way you use colour psychology to strengthen your message
yet whilst keeping the same brand that customers may have
already become accustomed to seeing and have already ‘bought
Now that you are aware that you can do something about
your glaring error ;-)) – here are some tips:
1. Culture: If you trade globally, remember that colours can
have a different interpretation in different cultures – for example
in Chinese culture, white is the colour of death.
2. Shopper Habits – Apparently impulse buyers lean towards red-orange,
black and royal blue, and those who plan ahead prefer pink, teal,
light blue and navy.
3. Status - Colour preference is influenced by our standard of
living; brighter bolder colours appear to attract those on a lower
income, whilst those targeting higher income brackets should use
more subtle colours.
4. Geography – The geographical location of your target market
should be considered when making colour choices; those in Latin
America for example will prefer stronger colours, whilst those
in colder regions are attracted to neutrals.
Finally, in many cultures the following colours have the
following marketing potential:
Red – The colour the eye perceives the quickest (although
apparently research has indicated that middle aged and older
people can find it hard to see this colour). Red can represent
energy, speed, anger, danger (blood), excitement, strength,
Blue – A cool colour preferred by most Europeans, especially
men, it can hint at trust, and reliability.
Yellow – Warm and stimulating like the sun, and encourages
feelings of happiness, especially preferred by young people
if not used in excess. Can also be associated with betrayal
Orange – A warm vibrant shade without being reminiscent
of danger or aggression as in red, good for encouraging
Green – Fresh and cool; associated with nature, growth,
and hope, but also with illness and superstition.
Purple – Has links with religion (Cardinals), and can also
be seen as a royal colour and therefore is often linked
with spirituality and dignity.
Pink – Soft, nurturing, and security and is used a symbol
of love and sweetness. Too much pink can be seen as childish.
White – Purity, cleanliness, and is associated with nature
and light. Take care; in Asia this colour is connected with
Black – Can see seen as sophisticated, and elegant, or
mysterious but does symbolise death and the occult also,
however if used in the right way (as it is often used with
prestige/luxury products), such as when combined with gold,
it can create a chic exclusive feel.
Gold – Prestigious and royal colour; expensive.
Silver – Can also be prestigious if used correctly, or
to impart a ‘scientific’ association.
About the Author
Truly Ace offers creative unique and cost effective logo
design, commercial illustration, graphic design, and web
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