January 17, 2014 at 10:28 pm

Does Color Affect Buying?

Does Color Affect Buying?

You’ve heard of color affecting moods but color affect buying? That seems a little extreme, right? Wrong.  Color is very important aspect of our visual experience.  Yet the nervous impulses of the color channel don’t only go to the brain. Some pulses travel to the pituitary and pineal glands through the hypothalamus It is logical to assume that what we see, especially color, can affect the systems of the body. Psychologists and physiologists believe this to be true and are investigating exactly what each color can do to our bodies.

In a retail, selling is the art of persuasion. Though there are many factors in how and what consumers buy, color is frequently a forgotten influence. When marketing new products it is crucial to consider that naturally the consumer’s psyche place visual appearance and color above other factors such as sound, smell and texture.

Color doesn’t only apply to the product but the buying experience as well. Rajesh Bagchi, associate professor of marketing in the Pamplin College of Business, and co-researcher Amar Cheema from the University of Virginia did a study on how color affect buying. Specifically, how red versus blue background colors on websites or on store walls influence consumers’ willingness to buy. The research looked at the impact of color on three settings: auctions, negotiations, and fixed-price settings, such as retail stores. The study found that red was more effective at auction and similarity competitive settings, while blue was more effective in retail. Fortunately for retailers, it is fairly easy to change background colors, particularly on websites, Bagchi said. “Firms could even customize colors based on the selling mechanism and product characteristics.”

As marketers, we have the opportunity to make every effort in selling. With color we can appeal to the the depths of the buyers mind. Consider your color choices carefully when designing your website, planning sales displays, or even selecting price tag design.

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