Colours Drive 60% of your Sale!
Colours drive 62 to 90% of your Sales
Yes, you read
that right! It’s not always the path breaking technology, cutting edge design,
cool features or the best taste that drives sales. All of that too does the
job, no qualms there, but when a customer sees your product for the first time,
none of that really matters. Because at the first glance itself, no product
will scream of how good it is, none of the features or properties will be very
apparent to that person at the first glance. So, what does that person actually
see? It’s the colour mi amigo, it’s the colour. Be it the packaging, or the
logo, or the container design (and thus the colour). What is even more amusing
is that psychology has been studying the effects of colours on human mind for
quite some time, and being in the business of doing business, companies started
to use the findings commercially. KFC and McDonalds using red, IBM using blue
and white, Ups using brown and yellow is no coincidence, there is research
behind it, studies behind it, above all, it’s the fact that colour drives their
sales.
In the world
that we live in, people now have hilariously small attention span, thus giving
a ridiculously small window for brands to make an impact on the minds of
customers. It’s not just customers, we too (marketers and brand managers) suffer
from the same syndrome. Don’t believe me? Try to recall the billboards that you
saw while driving to your office. From the web that you surf daily, how many
ads made its message reach you effectively? The answer is the reason for the
brands to implicitly convey their brands personality and character. Words now
are becoming an archaic means of conveying a message or a story or a
personality.
Colour is the
new medium for conveying what your brand is. What a colour says need to be
explicit, it caters to the subconscious of the consumer. The good thing is that
the effects of the colours used by brands can be generalised to all audiences
and hence is the right weapon in our arsenal. In a study done by Jessica
Ridgeway of the University of Missouri, she surveyed 184 adults on their
impressions of several mock companies based entirely on their logos. The
responses allowed Ridgeway to track patterns in the emotions evoked based on
the colour of the logo. The findings show that the colour you choose plays a
huge role in how your service or product is interpreted by the consumer. The
same is reinforced by another study called the Impact of Colour in marketing (Singh,
2006) which goes on to say that 90% of snap buying decisions are made on colour
alone. The study also says that human psychology is such that within just 90
seconds, people make up their minds from initial interactions with people and
products. In fact 62-90% buying decisions depend upon the colour alone.
With this fact
established firmly, it’s time for you to know as to how you can make use of
this new piece of information for your brand enhancement, for your brand
equity. These are some of the widely used colours and the mental simulation
that they create in the minds of the consumers.
The colour red
for example, is proven to induce hunger. It is also used to invoke the emotions
of physical courage, strength, warmth, energy masculinity and excitement.
Blue on the on
the other hand depicts Intelligence, communication, trust, efficiency,
serenity, duty, logic, coolness, reflection and calm
Yellow is the
colour that is perceived first by the human eyes and depicts Optimism,
confidence, self-esteem, extraversion, emotional strength, friendliness and
creativity.
Green is called an earth colour and has cooling effect on
the eyes and the mind. It expresses Harmony, balance, refreshment, universal love, rest,
restoration, reassurance, environmental awareness, equilibrium and peace.
Violet is
spiritual in nature and is used to express Spiritual awareness, containment,
vision, luxury, authenticity, truth and quality
Orange the
other hand is quirky in nature and depicts Physical comfort, food, warmth,
security, sensuality, passion, abundance and fun.
Black depicts
sophistication, glamour, security, emotional safety, efficiency and substance
White on the
other hand expresses hygiene, sterility, clarity, purity, cleanness,
simplicity, sophistication and efficiency
Brown depicts
Seriousness, warmth, Nature, earthiness, reliability and support.
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