Do the Colors Around Us Affect Our Spending?

I’m sure it comes as no surprise that retailers spend a lot of time {and money} strategically and meticulously planning every aspect of their stores to elicit one response:  you spending more.  Grocery stores put milk at the back of the store so that you have to walk through the store to get to it, in hopes that you will pick up a couple of other items along the way.  It totally works too, which is why I am actually saving money having my milk delivered instead.

Some stores rearrange constantly so that you have to look for the items on your list by perusing every aisle.  Did you know retailers use colors to influence your willingness to part with your cash too?  Yes, indeed, turns out shopping is all one big mind game.

Companies use color for brand recognition all of the time.  Everyone knows that Tide comes in a blue and orange box, but the knock-off companies love to copy that color pattern, just so that you think that their brand is as good as the name brand–and it might be, but the point is, you are more willing to buy it if it reminds you of a popular brand.

Stores use the same general principals by capitalizing on the emotional response colors cause buyers.  One article I read quoted consumer psychologist, Kit Yarrow:

It could be the color of the product, or if they’re displayed in groups of colors that tends to have a big emotional impact. Colors have different associations and those things tend to get people going. So, for example, red is almost always the color associated with sales because it inspires people to take action and it’s a stimulating sort of color.

If  Target’s logo was blue, it wouldn’t be perceived as a place where things are reasonably priced. I think value-oriented stores tend to have logos with red, but it could also be orange. Black is almost always associated with higher prices and luxury.

It’s totally true!  A red sticker screams clearance and always grabs my attention.  Retailers win this round, but I’m totally going to be aware of the psychological games retailers play from here on out.  {Read:  probably not, but it feels good to take a momentary stand.}

Want to know what colors are used for what?  So did I.  I found a super cool chart on Kissmetrics–which I totally recommend you check out, but here’s the basics:

Yellow – Optimistic, used to grab attention of window shoppers
Red – Increases heart rate, used for clearance items
Blue – Establishes trust and security, used by banks
Green – Associated with wealth {color of money, anyone?}
Orange – Aggressive color, creates an urgency to buy
Pink – Romantic and feminine, used to market to women and girls
Black – Powerful color, used to market luxury items
Purple – Calming and soothing, used in beauty and anti-aging products

What do you think, looking back, can you see how the use of these colors have influenced a purchase you have made?  I’ll admit that they’ve affected me.

~Mavis

Want to find out more about colors?   Amazon has a book called Color – Messages & Meanings with great reviews that will give you the low down on our emotional response to colors–and on the flip side, it might really be worth it if you are trying to sell something!