How Colors Influenced Your Purchase

Our intricately designed eyes are filled with millions of light sensitive cells that help us understand that the sky is blue— sometimes gray but let’s stay positive here— and roses are red. What if I told you that without those light detecting cells, advertising would not have the same effect it does on consumers today.

There is a reason why businesses utilize a specific color scheme to entice customers to purchase their products. For example, Uptime, an energy drink, advertises how their drinks have no sugar in them by using white bottles. The use of white bottles gives customers the understanding that the drink is “pure” and “healthy.” Additionally, Uptime is beautifully engraved onto the white background in red. The vibrant red can symbolize power and energy; therefore, consumers are able to believe they can have a healthy sugar-free drink but acquire energy from the product. 

According to Digital Synopsis, 84.7 percent of consumers purchase products based on the colors that are incorporated onto the product, 93 percent of consumers purchase based on the visual appearance, 3 percent of consumers purchase the product by feeling the texture of the texture, and only 1 percent of consumers base their purchase on the scent/sound of the product. This concludes that the first step to drawing in consumers is to work on a color scheme that will spark their interests. 

To build a perfect color scheme depends on the product that you are trying to sell. First, you must ask Who is my audience? Why would they want to purchase my product? If you are trying to sell an energy drink on a college campus, putting your energy drink into a dirt brown bottle will not look appealing; however, a brown color may be suitable for an organic coffee company as brown symbolizes nature. 

The next time you come across your favorite brand, remember that there is a psychological reason why you are attracted to that product. Brands that are able to advertise their products effectively will always incorporate the correct colors to entice your retina.