The Psychology of Color in Retail Marketing

Colors embody every element of our world. When used subliminally, colors have a powerful impact on our emotions and psychology. They can make us feel happy, sad, motivated, relaxed—and in retail, they can actually influence a shopper’s buying decision.

In this blog you will learn more about the psychology of color in retail:

According to our data, 93 percent of shoppers place visual appeal above sound, smell and texture when buying a product. And 85 percent of shoppers place color as a primary reason for why they buy a particular product.

Understanding how the mind interprets these colors will help you create a retail environment that resonates with your target audience that encourages them to buy your products.

Below is a breakdown of the four primary colors, and how they influence your shoppers.

Red—Energy, Excitement, Sex, Speed, Danger

The color red creates a sense of urgency, which is why it’s usually seen in clearance sales. Restaurants food manufacturers also use the color red because it’s been proven to increase appetite and metabolism.

A study by the University of Rochester suggested that people react faster and more forcefully when exposed to red, because it’s a cue for danger. It also found that the color red increases a man’s attraction to women.

Blue—Trust, Reliability, Belonging, Coolness

Surveys consistently find blue to be the most popular color, at least in Western culture. It creates a sense of trust and security, which is why its often used by banks and insurance companies.

Blue may also stimulate creative ideas among your staff. A study conducted by the University of British Columbia compared blue to red, and found that employees were much more creative at coming up with ideas outside the box when exposed to blue, but they worked much harder and efficiently when exposed to red.

Green—Nature, Fresh, Cool, Growth, Abundance

Green is the easiest color for the eyes to process, which is why stores typically use it to create a sense of relaxation. That’s also the reason television talk shows often have their guests wait in a “green room,” to help them relax before an interview. Green is also associated with nature and money.

Orange—Playful, Vibrant, Affordable

Orange is largely considered an energetic color that stimulates excitement, enthusiasm and warmth. It also creates a sense of affordability, which is why it can be effective in a Call to Action to make a buying decision. The color orange was also used by the ancient Egyptians in Chromotherapy to promote energy levels and heal the lungs.

Yellow—Warmth, Sunshine, Cheer, Happiness

Yellow creates a sense of optimism and youth. It is typically useful in window displays because it grabs the attention of shoppers and primes them with a sense of optimism before experiencing your store.

But yellow can also be the most fatiguing on eyes, which is why it shouldn’t be used in areas where your shoppers will need to read or focus on something. According to About Psychology, studies have correlated yellow computer backgrounds with eyestrain and vision loss in extreme cases.

Secondary Colors

Combining these colors into Pink, Black and Purple can also have profound impacts on your customers. Pink is soft, romantic and often used to market products to women and young girls. Black feels sophisticated, powerful and is often used to market luxury products. And Purple is associated with royalty, spirituality, dignity and is often used to market beauty and anti-aging products.

Interesting in learning more about retail trends? Read our blog Retail Stores and IoT: The Tope 3 Trends.