How Color Can Influence Purchasing Decisions

Author: Rachel Durkan Category: Branding, B2B, B2C, E-commerce & Retail, Marketing, Nonprofit Date: April 8, 2016

Believe it or not, we as consumers are use colors to influence multiple different decisions throughout the day. From the type of gum we are buying to the outfit we decide to brace the day in. As consumers it is important to understand how companies use color to influence our decision making process, but as a brand it is important to understand how color influences the customer’s perception of our brand. By understanding the role of color in every day decisions and the emotions evoke through various different colors, we are able to create a stronger brand that is more easily recognized and recalled by our target market.