The Power of Color in Marketing

Studies show that modern shoppers consider color more than any other factor. In fact, color has been found to account for between 62% and 90% of the decision to purchase. Therefore, color has extreme power when it comes to marketing and persuasion.

Color can be used to enhance mood, increase memory, boost attention spans, and encourage sales. In our brains, different colors cause different reactions which can all be used to sell a product. For example, green reduces heart rate, pink reduces aggression, orange stimulates circulation and purple caters to children.

This data further shows the extent to which color has the ability to make or break marketing efforts. Some high performing colors have been found to be light blue, taupe, gray, or black. In contrast, low performing colors are brown, red, and pale yellow. Oscar Wilde even said “Mere color, unspoiled by meaning and unallied with definite form, can speak to the soul in a thousand different ways.” 

Simply put, color is everywhere, and can be a useful tool in swaying an audience. Brands like Target, Ikea, and The Home Depot use red, yellow, blue, and the iconic orange to subliminally communicate a message and push a certain call to action. Whether you’re planning to distribute flyers and customized door hangers, or start a digital advertising campaign, make sure that you use the right colors that represent your business.

Marketing doesn’t have to be a headache. With color, businesses can exponentially increase the effectiveness of their marketing with nothing but a coat of paint.

Learn about the psychology of color in marketing, what color does to the brain, and colors that maximize your marketing value