How colour can turn a browser into a buyer
February 26, 2015 at 11:26 AM
Recently, we mentioned how important colour is for interior design in the home. It’s no less important when designing the interior of shops, although it needs to be considered differently. Colour invokes emotions, and shoppers often subconsciously make a decision about what they’ll buy (and indeed, whether they’ll make a purchase at all), based on colour.
According to the Colour Marketing Group, 85% of every purchase decision is based on the colour of a product. "Colour's influence on consumer behaviour isn't confined to just merchandise. The colours surrounding customers while they're shopping also can influence whether they make a purchase," writes Porter.
Another important consideration is that colour can increase brand recognition by 80%. By working your logo colours into the look of your retail shop, you will help customers associate those colours with your company.
Turn browsers into buyers with these colour tips:
- Orange is often underused because it’s a very bold colour. It can work well in a retail setting though since it’s a reassuring colour, and makes people feel happy. Making customers feel happy is an important thing to achieve, because when they feel upbeat and happy, they’ll be more likely to linger in your store.
- Greens tend to generate quite fresh, natural feeling – a bit like having a slice of nature in your store! That’s why health food stores and all-natural product shops frequently use the colour green. Green is one of those colours that attract us at an instinctual level. As Jill Morton, a colour psychologist and brand identity expert, explains: “There are hardwires we have about colours…blue is associated with water, green with grass.”
- Red is believed to induce hunger and encourage people to spend. Most fast food companies choose to incorporate the colour red in their shop interior and logos (including McDonalds, Burger King, Carl’s Junior, KFC, Domino’s, and Pizza Hut). However, red should be used sparingly in a shop, as too much can be overwhelming.
- Yellow can be one of the best colours to use when you want to draw attention to a display or particular product. That’s because yellow is the colour that the retina is first able to perceive, so it grabs customers’ attention quickly.
What you should avoid doing is using colours that distract from your products. In retail, you want the products themselves to ‘pop’ and not the surroundings. Also, avoid using too many bold colours as these can irritate your customers. It’s best to not make bright accent colours any more than 20% of the store’s overall colour scheme.