Spring is here, and with it, color is bursting onto the scene in various forms. Colorful new spring fashions are hitting the streets. New car models offer buyers unusual color choices. All of this visual vibrancy has made me wonder: What effect does color have on sales?
Tests have demonstrated that color is one of the prime factors influencing sales today.
For example, according to a study by KeelyNet, an online network of researchers, when manufacturers packaged frozen foods in ice-green or snow-blue containers resembling Arctic designs, they did not attract customers. Sales began to increase only after the designs were changed to warmer colors that resembled the re-heated food.
Color also has been used in the restaurant industry to set the mood of the establishment. Upscale restaurants often use light shades and pastel colors to make customers want to stay longer and feel more relaxed.
In fast-food establishments, increased numbers of customers mean increased profit, so owners more commonly use bright primary colors to encourage quick turnover, according to an article in The WEBstaurant store’s blog. Colors like red, yellow, orange or even fluorescents are helpful in promoting turnover.
Color is important in retail businesses as well and must be correlated with the target customer.
According to a blog post by Solutions for the Independent Retailer, “Color can be everything to a successful store, if the palettes work well across the whole shop and complement other elements, such as product displays and lighting. The point, according to retail designers, isn’t about creating the most beautiful shop, but one that has coherence.”
Clearly the store’s success depends on the sales environment.
But how do you assess what colors to use in your business? A website that focuses on color psychology has some ideas. Empower-yourself-with-color-psychology.com says both positive and negative emotions can be associated with different colors.
- Businesses marketing items of high-perceived value will benefit from the use of gold in their packaging and marketing.
- Gold and navy or gold and black are good choices when selling quality products to men, whether the colors are used in packaging or promotional materials.
- Gold combined with dark red, dark blue or dark green imparts a message of quality, wealth and prestige.
- Be careful in gold, though, because it doesn’t translate well onto websites.
If you need help choosing the right color palette, go to fortune5minutes.com/UserFiles/ColorAttractsReport.pdf. This is a link to a color mood chart that helps you address your target audience while not offending your minor audience.
As you go about your business, pay attention to color, understand the psychology behind it and use it wisely. If you do, you will see a lot of “green” in your business.