How to use colour to influence consumer behaviour 

Want to create a strong brand identity and influence customer behaviour? The secret weapon you need is colour psychology!
Colour is the number one factor influencing purchases for “almost 93% of people.” (Persuasion Nation 2023). Whether you’re designing a logo, packaging a product, or creating an ad campaign, the colours you choose can have a big impact on consumer behaviour. In fact, when making purchase decisions, “93% of buyers focus on visual appearance” (Digital Synopsis 2016). So, if you want to influence customer behaviour and drive sales, it’s essential to understand the science of colour psychology.
At its core, colour psychology is the study of how colours affect the human brain and its associated behaviours. The human brain processes colour, with each hue evoking different emotional responses and behaviours, such as red being associated with excitement and urgency, while blue is calming and trustworthy. There are various theories of colour psychology, including the theory of colour harmony, colour symbolism, and colour temperature. By leveraging this knowledge, marketers can use colour to create a distinct brand identity, elicit specific emotional responses, and differentiate themselves from competitors.

Colour can make or break your branding efforts.

Figure 1:
Branding is all about creating a memorable and distinct identity for your business. And colour is a crucial component of that identity. By using the right colours, you can create a sense of familiarity and trust, build brand recognition, and differentiate yourself from competitors. On the other hand, using the wrong colours can have the opposite effect, confusing customers and weakening your brand identity.Colour can play a big role in creating the right atmosphere and influencing customer behaviour. Often used to influence customer behaviour in physical spaces. Interestingly: 

  • Fast-food restaurants often utilise warm colours, because red is known to stimulate appetite and research has highlighted that warm colours increase impulse purchases.
  • Cooler colours of blue and green are often utilised in spas and healthcare facilities because, it has been found that cooler colours foster longer browsing time and blue has a calming effect on consumers.

In the world of shopper marketing, the impact of colour and colour psychology cannot be overstated. With the right colours and a strategic approach, you can create a brand that truly resonates with your target audience and drives business success. At TMS, we’re passionate about helping our clients harness the power of colour (along with other marketing strategies) to achieve their goals. Contact us today to learn more about how we can help you build a brand that truly stands out.

DigitalSynopsis 2016, The Psychology of Colors in Marketing (Infographic), Digital Synopsis, viewed 28 April 2023, .
Persuasion Nation 2023, The Psychology of Colors in Marketing: How They Influence What We Buy, Persuasion Nation, viewed 28 April 2023, .
Figure 1: ‘Colours and emotions they represent’. Source: Pinterest as cited in Colors And Emotions In Art – Quick And Easy Guide 2021, How to Artist.