Make no mistake that emotions are
driving force behind sales, and customers making buying decisions can be influenced through visual elements towards a particular behaviour or emotion that will encourage more sales.Not convinced? Have you noticed that a lot of restaurants are decorated in/heavily feature reds and/or oranges? Still not convinced?
Pizza Hut Frankie & Bennys Burger King Little Chef TGI Friday Bella Pasta (one of few to focus on Orange rather than red)
These major players understand psychology behind colour and its relationship to marketing which dictates that red and orange specifically encourage restaurant patrons to eat faster; thus yes you guessed it – increasing sales within same period of time.
Red is known as an emotionally intense colour, stimulating a faster heartbeat and breathing. Orange is also an emotional stimulant.
It’s entirely possible you are suddenly frantically realising that you haven’t considered this at all when choosing your brand design and associated marketing materials and are now wondering whether you are maximising your sales through use of colour psychology.
Luckily there’s no need to panic and start planning a complete (and potentially expensive) re-branding exercise.
Even if you didn’t initially consider this, it’s not too late to do something about it, there’s no reason why you can’t work with your existing brand colours and perhaps work new colours into your scheme that will work harder to encourage those sales – infiltrating correct colours through your brochures, web site, stationery and so on.
This way you use colour psychology to strengthen your message yet whilst keeping same brand that customers may have already become accustomed to seeing and have already ‘bought into’.
Now that you are aware that you can do something about your glaring error ;-)) – here are some tips:
1.Culture: If you trade globally, remember that colours can have a different interpretation in different cultures – for example in Chinese culture, white is colour of death. 2.Shopper Habits – Apparently impulse buyers lean towards red-orange, black and royal blue, and those who plan ahead prefer pink, teal, light blue and navy. 3.Status - Colour preference is influenced by our standard of living; brighter bolder colours appear to attract those on a lower income, whilst those targeting higher income brackets should use more subtle colours. 4.Geography – The geographical location of your target market should be considered when making colour choices; those in Latin America for example will prefer stronger colours, whilst those in colder regions are attracted to neutrals.
