Color Persuasion and Buying Influence

Different colors evoke different emotions. Using the right color can make a difference in whether or not you are able to draw in consumers or voters in your direction.

colorful rainbow gradual waves


It’s nothing new that colors hold the power to sway our opinions. When it comes to marketing, this tells us that color alone could be the deciding factor of whether or not someone checks out. Consumers tend to make purchases based on emotion and colors play a huge part in our emotions. When a product is unable to speak for itself, color steps in and takes over the mic.

Eighty-five percent of consumers have admitted to buying a particular item with color as the leading reason for doing so. Specifically, it has been previously surveyed that up to 90% of a product’s color is the sole reason for an impulse purchase. With numbers as high as this, it would be wise to investigate the psychology of colors and how they drive potential buyers into our stores.

Red and yellow draw attention. Red demands answers, which makes it a good color choice to use on a sign that requires action. Blue carries the feelings of calmness and relaxation. It is a color of trust, which explains why so many banks use blue in their color scheme.

What emotions are you trying to deliver with your signs? How will those emotions drive you to meet your goals?