Earlier this month Penn Olson published an article regarding the ways that color affects consumers and their purchasing decisions. Referencing a behavioral analysis conducted by KISSmetrics, they cited that the “study reflected that 93 percent of the consumers place aesthetic and color above other factors when shopping. Color is also strongly associated with branding with 80 percent of the consumers recognizing a brand by its corporate color.” The research presented is certainly broad, but can still be effectively applied to website graphics, marketing materials, and yes, even promotional products.
The infographic they provide goes into even deeper analysis of colors and their impacts on consumers taking into account the types of emotions the colors produce as well as the types of shoppers they attract. For example, according to the study blue creates the sensation of trust and security, and is thus often used by banks and businesses. But a deep, royal blue can also tend to attract impulse shoppers whereas a sky blue appeals to traditional buyers.
When choosing promotional products for your marketing efforts, take some of this research into consideration. Consider the target audience you are trying to reach and which colors will be best to attract them and impact their shopping behavior.
Jaime
Team Lead – Multimedia