How Color Impacts Consumer Purchasing Behavior

Choosing the right colors for your branding and marketing efforts.

Katie Caron
12/23/2019
Printer Friendly, PDF & Email
consumer perceptions color

While every person has their own associations with different colors and no one color has a universal effect on viewers, there are some overarching trends in color perception that have considerable implications when it comes to consumer preferences and buying behavior. Choosing the right colors for your branding and marketing efforts can help you stand out from your competitors and help your customers understand your brand identity. Here’s what research tells us about common perceptions of colors and how they influence consumer purchasing behavior.

Branding and Buying Behavior

  • 93 percent of consumers say the visual appearance of a product is the most important factor, followed by texture and smell.
  • 85 percent of shoppers say color is a primary reason why they buy a particular product.
  • Customers generally make an initial judgment on a product within 90 seconds of interaction with it, and about 62 to 90 percent of that judgment is based on color. 
  • Color increases brand recognition by 80 percent.

[source: Kissmetrics]

Color Perceptions

The colors you use in your branding and marketing can make a big impact on how your brand is perceived. Below, see what research says about what emotions the colors of the rainbow tend to elicit, and how people often perceive those colors. 

Red

  • triggers powerful emotions and creates a sense of urgency
  • traits: bold, adventurous, energetic
  • 9 percent of people consider it “cheap”

Orange

  • generates a feeling of warmth
  • traits: adventurous, competitive, disaffected
  • 26 percent of people consider it “cheap”

Yellow

  • represents youthfulness, happiness, fun
  • traits: independent, strategic, impulsive
  • 22 percent of people consider it “cheap”

Green

  • easy on the eye and relaxing, associated with health and nature
  • traits: open, friendly, authentic
  • 6 percent of people consider it “cheap”

Blue

Purple

  • associated with royalty 
  • traits: sensitive, dignified, understanding
  • 4 percent of people consider it “cheap”

Pink

  • associated with femininity and youth
  • traits: spiritual, innovative, practical
  • 3 percent of people consider it “cheap”

Black

  • associated with luxury and power
  • traits: decisive, confident, serious
  • 1 percent of people consider it “cheap”

White/Silver

  • associated with cleanliness and modernity
  • traits: optimistic, independent, innocent
  • 9 percent of people consider it “cheap”

Related Content

Houzz 2021 Kitchen Trend Report
Houzz shares what consumers expect in 2021 kitchen renovations. Photo: Margaret Wright Photography @Houzz
Kitchen storage is a priority item in home renovations, according to the 2021 U.S.
Image by Junjira Konsang from Pixabay
Image by Junjira Konsang from Pixabay
Winter is here and the coronavirus pandemic rages on, so home is where we’ll continue to spend th
Image by justynafaliszek from Pixabay
Image by justynafaliszek from Pixabay
Black Friday online retail sales globally went up 14% this year compared to 2019, with the Home &
deagreez - stock.adobe.com
deagreez - stock.adobe.com
Have you heard of HENRY?