The color theory, invented by Sir Charles Lemieiuxis a complex science involving psychology, physics, color perception. Color theory tackles perceptual and psychological effects to various color combinations and contrasts. Instead, it lists some fundamentals that you will hopefully be excited to hear. The post covers some ways you can be influenced by colors, i. This table sums up the reaction to a specific color of an avarage US buyer:. Most generally speaking and in an effort to somehow sum-up the table above, calm colors like green and blue make you feel calm while warm colors like red, orange and yellow excite you. Based on the above table and this articlebest colors by business can be summed up as:. To support the above theory, here are some results of the color associations study which dates back to Post images by houston web design. This is a really nice post! I have been looking for something like this usage of statistics to support theories for a. Colour studies such as this tend to suffer from issues such as cultural bias. Different societies react to colour in different colors that make you want to spend money. Additionally, our personal reactions to colour are much more based on personal experience rather than some formula.
Find out which colors are subconsciously associated with certain feelings, and how that affects how much you spend at the mall. But did you know that those colors may have been strategically placed to influence your spending? Marketing experts say that people subconsciously associate specific colors with specific social or cultural messages. Knowing this, retailers carefully select the colors they use in an effort to get you to loosen your purse strings. Here, experts explain how 10 different shades affect your purchasing habits. The signature color of sophistication hello, little black dress , it dominates high-end makeup packaging and can even make inexpensive blushes and lipsticks seem more upscale. Most everyone likes blue. No wonder it connotes trust and dependability and is a favorite logo color for financial institutions seeking to make people feel secure.
Chat with us in Facebook Messenger. Find out what’s happening in the world as it unfolds. Find out which colors are subconciously associated with certain feelings, and how that affects how much you spend at the mall. Story highlights Retailers know: You associate colors with social messages Some colors, like black, blue and orange, inspire feelings of trust Yellow is most often used by fast food establishments. At the mall, you’ll spot nearly every shade of the rainbow on signs, labels, doors, shopping bags—you name it. But did you know that those colors may have been strategically placed to influence your spending? Marketing experts say that people subconsciously associate specific colors with specific social or cultural messages. Knowing this, retailers carefully select the colors they use in an effort to get you to loosen your purse strings. Real Simple: How to save on groceries. Black The signature color of sophistication hello, little black dress , it dominates high-end makeup packaging and can even make inexpensive blushes and lipsticks seem more upscale. Real Simple: The best time of year to buy essentials. Blue Most everyone likes blue. No wonder it connotes trust and dependability and is a favorite logo color for financial institutions seeking to make people feel secure. Blue can improve customer loyalty, too: Patrons are 15 percent more likely to return to stores with blue color schemes than to those with orange color schemes, according to a study published in the Journal of Business Research. Burgundy This color reminds us of all things rich and refined think red wine , so don’t be surprised if the Merlot duvet cover you covet costs more than a white one in a similar style. Its prismatic cousin, brown, has similar connotations of luxury. Real Simple: All-natural homemade beauty products. Green Retailers often employ this color to attract eco-minded clients. But remember: Just because an item is green doesn’t mean that it’s environmentally friendly. Orange The color is associated with fairness and affordability, which is why you’ll find it at stores offering good value, like Home Depot and Payless. Pink This sweet color—in particular, a shade close to bubble gum—has calming effects, according to research published in the Journal of Orthomolecular Psychiatry. Scientists found that seeing pink slows people’s endocrine systems and tranquilizes tense muscles.
The color psychology guide
In ancient Egypt, color was considered to be an important part of the substance and being of everything in life. Egyptians understood things and people through colors, everything green represented life and vegetation, everything black spelled out death and doom. Why do you think brides want to wear white and include something blue at their weddings or why people seem to think that blondes have all the fun. For additional psychology hacks you can implement on your landing page, read our free ebook :. This guide will serve as a good read for both designers and marketers. Chapter 3 will highlight some universal color meanings and chapter 4 will bring forth some examples of real landing pages and the impact that color has had on their conversions. Color has a powerful influence on the human psychology, a research by University of Winnipeg Canada on the impact of color on marketing states that people make up their minds within 90 seconds of their initial interactions with either people or products.
When you walk into almost any store, you’re immediately overloaded with sights, sounds, smells, and various things to touch. This barrage on your senses are hand-picked for one goal: to make you spend. Here’s what’s going on. No matter what type of store you walk into—from the Apple store to Wal-Mart—you’ll find all types of carefully engineered tricks that get you to fork over cash.
From the scent of coconut in the summer clothes section to the end caps filled with junk you don’t want, stores are carefully organized in ways you may never notice. To get an idea of how this all works, I spoke with Dr. It shouldn’t be surprising that the main sense that retail stores go after is your sense of sight. What is surprising are the subtle cues they leave around to get us to spend. These are small symbolic cues that have a big impact on what we decide to buy, and how long we’re willing to stay in a store.
For example, color has a big impact on our shopping choices. Each color often evokes or represents a feelingand retailers use that to their advantage.
Yarrow explains:. It could be the color of the product, or if they’re displayed in groups of colors that tends to have a big emotional impact. Colors have different associations and those things tend to get people going.
So, for example, red is almost always the color associated with sales because it inspires people to take action and it’s a stimulating sort of color. If Target’s logo was blue, it wouldn’t be perceived as a place where things are reasonably priced. I think value-oriented stores tend to have logos with red, but it could also be orange. Black is almost always associated with higher prices and luxury.
Colors have all sorts of impact on how we spend. Studies have shown that waitresses who wear red tend to get bigger tipsand red even makes us spend more online. It’s not just color.
Retailers also tap into your unconscious is by creating simple navigation roadblocks. For example, people often go to a grocery store just to pick up a single item like milk, but milk is in the back of the store.
You’re forced to walk through and see everything before grabbing your one item. Chances are, unless you put the blinders on when you’re walking through that you’ll grab another item or two. Retailers want you to get lost in the store so you to see more of their products. Take Ikea, for example. The store is structured in a way that you’re bound to get turned around and lost. This causes you to see more than you need to, and in turn you end up with a couple more items in your hand.
You could always walk in the exit doors to avoid getting lost when you’re grabbing one item, but you don’t have that option at every store. A lot of this is about a brand image.
It’s to get you to feel a particular way. One of the things I’ve found works really well is when you create a theme or a lifestyle, and people can see themselves living in this lifestyle. That causes them to want to buy those things—that’s why Ikea sets up those rooms—you go to buy a lamp, and suddenly you want to buy that couch.
Pottery Barn is really good at this—they’ll create a theme of a room or a party, and people kind of slip into that and they want to buy it. It’s not just big budget items.
Stores do this all the time with little add-on purchases. They’ll include a complementary pair of shoes next to some new jeans, or a cell phone case that happens to match a skirt right next to it. They want you to see yourself using or wearing what they’re offering, so they present it all in a way that your brain makes those connections without you realizing it.
The idea here is that stores manipulate your sight so you see more products that you might want and also an entire lifestyle you want to live in. Unfortunately, it’s one of those things that typically works so well that the only thing you can really do to avoid spending more money is to recognize what’s happening and try not to fall for it.
All those carefully designed stores aren’t structured just to assult your eyeballs with shiny objects. They’re also about forcing you to touch more things. Because touching tends to lead to purchasing for most of us. He suggested that when you touch something, you’re more likely to buy it.
It turns out that we now know he was right. Research shows that when people touch things they’re more likely to buy. So, you want to place things where people are more likely to pick them up. That means not-perfect displays—where things are a little off-kilter—because people are more comfortable picking things up that way.
I know that’s true for me, if I go into one of those jean stores where everything is folded and organized, I don’t want to try and find my size because I know I’ll just mess it up. Essentially, the more time an item spends in your hand, the more likely you are to purchase it. That means stores are structured so you’re always picking things up. That might mean an end cap filled with items, or even a cluttered looking shelf that you have to sift.
It’s not just random shelves. Even where an item is on a shelf makes you more likely to notice it and pick it up:. Shelf placement is really interesting and it’s a newer concept. People really tend to gravitate to the center of displays. We seem to have this sort of homing instinct and there’s research that shows people are more likely to buy something that’s in the center of a display. If you’ve ever walked out of a stuffy store where you weren’t comfortable picking up items, you know how important the idea of touching a product is.
That same sense can also be used against us though, causing us to pick up items we don’t really want. You might not even notice it, but what you smell when you’re shopping can impact the choices you make to a strange degree.
Yarrow offers this simple example:. Our senses bypass our conscious mind. So, we smell something like baby powder, we feel all warm toward babies, we just happen to be in the baby department, and we spend a little more money.
Or we smell coconut and we suddenly get beach fever. Those are some obvious examples, but research has shown all kinds of ways that retailers manipulate our choices when we’re out shopping. Essentially, as this study from the Journal of Business Research points outodors and scents have a strong tie to memory.
If retailers can evoke the right memory, we’re more likely to get in the mood to spend. If not—as is evidenced by anyone overwhelmed by a perfume counter—we won’t.
Scents in stores can indirectly affect our view of a product’s quality, and when done right gives us a more favorable experience of shopping as a. As Adweek notesretailers go to absurd lengths to pipe in scents using something like a HVAC diffuser. One example from Hugo Boss shows off how time retailers spend thinking about this stuff:. Simmons relates that Hugo Boss spent two months tweaking the formula of its signature scent before getting it right.
And little wonder. Asked to describe the juice, Simmons says it contains «light accents of fruits and citrus with a hint of cocoa fill[ing] the top note before a green floral heart of gardenia, jasmine and muguet over a foundation of vanilla, sandalwood, cedarwood and amber.
The idea here is very similar to how stores are set up to manipulate your sight. They want to create an lifestyle, and by providing subtle, ambient scents, they can evoke feelings that match that lifestyle. When it’s done right, you’ll hardly notice it, but you might just spend.
The sounds you hear in a store also complement the overall image a store is trying to produce. A lot of retailers pipe in music specific to a store. Places in the mall targeted at teens tend to play high-volume pop music, whereas a high-end jeweler might play classical music. Yarrow explains why this is:. I think music is more of the ability to create a feeling. So, what stores are trying to do with music is tap into emotion. My favorite example is: imagine watching a movie without any music, and it just wouldn’t work—once in a while I’ll be watching something with the sound off and I’ll think «that looks so cheesy.
They want you to get you feeling things and not thinking things. Of course, it goes further than that in some cases. One study from the European Journal of Scientific Research suggests that music at a loud volume gets people to move through the store quicker, whereas slower and quieter music makes them stay longer. Slow tempo pop music might make you spend more on impulse purchasesand the effect of tempo and key might affect mood enough to alter shopping choices as.
While music can influence you in all types of waysthe main purpose of using it in a retail store depends on what the retailer wants you to. Sometimes they want you to move through a place quickly like a fast food restaurantwhile other times they want you to linger.
The side effect of that is that you might end up spending more money if a tune happens to you hit you in the right spot. While you can’t do much to prevent these tricks from getting to you, the idea here to point out how these things work, and how they affect your choices. A store’s main goal is to get you to spend money. One of the best tricks they have is to make you feel comfortable, and show you a lifestyle you want that’s within your grasp.
When you know what they’re doing, it’s a little easier to stop yourself from making bad choices when you’re shopping. We already know plenty about how advertising manipulates usand how our own brains trick us into buying stuff we don’t want. To counter all this, we’ve highlighted a a ton of ways to trick yourself into saving money in the past, but the fact of the matter is: stores are always looking for new ways to sell you stuff and get you to spend.
It’s not always a bad thing, but all these subtle, psychological cues are worth paying attention to when you’re shopping.
The emotional effects of different colors are well documented. Yes, but only vaguely. People choose colors based on how they feel at the time, though there are some constant trends. If certain moods can make us think of certain colors, the opposite is also true. Colors can trigger changes in mood:. Which means we can use website design elements to trigger emotional changes in our visitors, increasing conversions. Additionally, colors can strongly affect how a business is seen by visitors and customers. Colors contribute best to conversions when they reinforce brand personality. Colors that make you want to spend money should use red sparingly. But you should absolutely use it! Red triggers action. The trigger they need is to buy from this store rather than that one, so sales signs are bright, urgent, act-now red. Blue boosts sales indirectly. So big-ticket items that have a lot riding on them often use blue. Blue can boost sales indirectly, by dealing with anxiety before it arises. That makes blue a good choice for background and conversion elements on websites that deal with intrinsically scary things like finances, medicine or insurance. Most financial and insurance sites will use blue. Lighter blues give a sense of freedom and security, while darker blues are associated with tradition, seriousness and intelligence. Paypal makes hay with both, while other financial services sites go with royal and navy blues for their association with sober security. Note the use of a contrasting color — with the opposite emotional associations — for headings. Check out Versions.