Colors affect people in many ways. Though colors may elicit the same reaction to the general majority, some people react positively to certain colors while some may react negatively to the same colors. These reactions have long been exploited by businesses to attract customers and influence shopping behavior.
If you want to exploit how color affects your customers, you cannot just use any color in your store. Depending on the kind of business that you have and products you offer, you have to choose the right colors. Having the right match can lead better customer experience and increase in sales.
If you sell clothing apparel, you will have a wide range of customers of different gender, age, culture, ethnicity, etc. So what color should you use? Blue has been known to attract most people and is the most widely favored color. Thus, this is safe to use. Blue also makes people feel relaxed and calm. This can help your customers to take their time in choosing and fitting different clothing article before making a decision on which ones to purchase.
If majority of your customers are children and you sell toys, you have to choose colors that will attract children, parents, and grandparents. Bright and warm colors that elicit fun, happiness, playful, entertainment, amusement, enjoyment, etc. are what you need. Yellow causes to make people think of the words fun, cheerful, happy, and playful. It seems to uplift a person’s mood.
Each color can draw out multiple emotions that affect a person’s mood which in turn affects behavior. The same emotions can be triggered by different colors and distinct emotions can be triggered by a specific color. Though most people may have the same reaction to certain colors, it may not be true for some people who react differently. This means that you should not settle with just one color or expect the same reaction for all of your customers. In fact, combining different colors is the way to do it.
There’s more to it about color than just knowing what emotions each one elicits. Below are a few aspects of color that you have to carefully consider.
a. Color Associations – Some emotions that are elicited by color are based on personal experiences or what we were taught. Some colors represent different meanings depending on our past. A person’s childhood, education, culture, ethnicity, experiences and society he/she lives in come into play. For example, the color black for some people will mean death or evil. For some this will mean prestige and power.
b. Color Preference – Just like with color association, one’s preference of color is also influenced by a person’s childhood, education, culture, ethnicity, experiences and society he/she lives in. Some studies have shown that cultural background has the strongest influence. People living in the same region regardless of ethnicity will have the same color preference while another region may have a different preference. When it comes to gender, there are certain colors that majority of people would mostly prefer and least prefer, but depending on one’s gender may show some differences. Blue is the universally preferred color by both genders, but men have a higher preference percentage than women. Orange seems to be the least favorite of most people. The same goes with most women, but it’s the brown for men.
By understanding all the aspects of color, understanding how your customers in relation to color, and combining colors, you can elicit the best customer shopping behavior.