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THE IMPACT OF COLOUR 

How would you feel walking in a violet coloured booth? Or a retail shop in a fluorescent green colour? There are many ways on creating visually attractive events, shops or booths, but choosing the right colours is decisive.

Brand recognition
Everyone recognizes the red of Coca Cola, the yellow M of McDonalds and the white of Apple. If you change those colours to purple, blue and brown, everyone will think it’s odd-looking. This explains the need of global brands to be consistent when using colours. These companies will do everything in their power to protect their unique identity, as this identity is a powerful weapon.

Recognizable brands have a lower threshold as people instinctively make ‘safe’ and therefore well-known choices.  This has to do with the reptile brain. Once an experience fully met the expectations, the change of repetition will increase significantly as repeating an earlier choice is safer and easier than trying something new. Brands take advantage of this phenomenon by using consistent branding and colours. This is also one of the reasons why your suppliers should be able to guarantee colour authenticity.

Impulse Buying depends on colours for 90%
A research on the impact of colours and buying decisions made clear that 90% of impulse purchases can be associated with the use of specific colours. Green is associated with durability, red reflects passion. With this knowledge, testing the right colour in the real world will give you an advantage, and is always better than basing decisions for colour usage on your gut feeling.

A simple A/B test gives insight in the best possible customer experience. One person will get to see website A, the other person website B. By repeating this constantly, you will gain insight in the best matching colours to reach your goals. The same goes for a physical store, where you can test different colours in identical stores. The output of these tests will prove invaluable for everyone to get the most out of their store, website or tradeshow booth.

Starting a new company? This colour matches best

Are you planning to start your own company? Or do you need to organise a big event for the first time? Then you cannot base your decisions upon earlier experiences. In that case it can be helpful to engage an experienced partner. Not choosing the right colours can harm your company, right from the first interaction with your target audience.  For example, a clothing store for elderly will need to be careful with bright neon colours, but for the younger audience these colours can have a positive effect. An experienced partner will help you making the right decision.

Want to know more about the impact of colours? Feel free to contact me for a cup of coffee, I look forward to discuss this further with you.

 

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Image John Faas

AUTHOR 

JOHN FAAS

COMMERCIAL MANAGER

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

Sam Walton, Founder of Wal-Mart Stores, Inc.