How Colors Affect Online Purchases?
For retailers, shopping is the art of persuasion. Though there are many factors that influence how and what consumers buy. However, a great deal is decided by visual cues, the strongest and most persuasive being color.
Color and marketing
When marketing new products it is crucial to consider that consumers place visual appearance and color above other factors when shopping.
- Sound/smell - 1%.
- Texture - 6%.
- Visual appearance - 93%.
85% of shopper place color as a primary reason for why they buy a particular product.
Color and branding
Color increases brand recognition by 80%. Brand recognition directly links to consumer confidence.
80% increase in brand recognition.
Color and consumer
Color is one of the most powerful methods of design. However, it is not entirely universal. Colors that entice in North America are different from those that entice in India. Below are colors that affect North American online shoppers.
- Yellow - optimistic and youthful, often used to grab attention of window shoppers.
- Red - energy, increases heart rate, creates urgency often seen in clearance sales.
- Blue - creates the sensation of trust and security, often seen with banks and businesses.
- Green - associated with wealthy, the easiest color for the eyes to process used to relax in stores.
- Orange - aggressive, creates a call to action (subscribe, buy or sell).
- Pink - romantic and feminine, used to market products to woman and young girls.
- Black - powerful and sleek, used to market luxury products.
- Purple - used to smoother & calm, often seen in beauty or anti-aging products.
Color and consumer
Color also has the unique ability to attract specific types of shoppers and change shopping behavior.
Red-orange, black, royal blue - impulse shoppers. Venue - fast food, outlet malls, clearance sales.
Navy blue, teal - shoppers on a budget. Venue - banks, larger department stores.
Pink, sky blue, rose - traditional buyers. Venue - clothing stores
- Type of shopper it attracts
Shoppers on a budget.
Color is not the only item that influences consumer behavior. For online shoppers design, buzz words and convenience affect their need to shop.
For many online shoppers, poor website navigability and poor overall design is the reason why they choose not to purchase from a particular website.
- Percentage of shoppers that base their opinion on a website on overall design alone - 42%.
- Percentage of shoppers that did not return because of overall esthetics - 52%.
Element of time
Speed, efficiency and convenience are one of the many reasons why shoppers are turning to Internet retailers. having a website that runs even five seconds slower than your competitors could mean a huge economic loss.
- Percentage of online shoppers did not purchase items because the website was too slow - 64%.
- Amazon.com found that with every 100 ms, of load time there was a 1% decrease in sales.
Retailers rely on the ability for words to evoke emotions in consumers. The right ‘power’ word could be the difference between a consumer purchasing an identical item at one retail shop over the other.
- 52% of consumers are more likely to enter a store if there is a sale sign in the window.
- 60% of consumers feel at ease and are more likely to buy a product that has the word "guaranteed" associated with it.
Sources: Directory Journal, Color Matters.com, "The Effects Of Store Environment On Shopping Behaviors: A Critical Review" by Shun Yin Lam, "The Profit of Color" by Color Marketing Group, "The Psychology of Color in Marketing" by June Campbell, "The Psychology of Web Performance".