The Impact of Colour on Consumer Buying Decision

Topics: Color, Color theory, Color wheel Pages: 12 (4168 words) Published: May 5, 2013
Title:‘The Impact of Colour on Consumer Buying Decision’ Abstract
This paper describes a study in the Marketing Psychological Influences on the Buying Decision Process. Especially how colour can make influence in the Consumer Buying Decision. Colour can dramatically affect moods, feelings and emotions. It is a powerful communication tool and can be used to signal action, influence mood and cause psychological reactions. Building on Grice’s (1975)theory of “conventional implicature”, the consumers react favourably to unusual colours or flavour names (e.g., blue haze or Alpine Snow) because they are essentially assuming that the market convey some useful information. Specifically, since consumers cannot interpret the literal meaning of the ambiguous label, they focus on what they assume is the pragmatic or underlying meaning or reason for the communication effort. Since consumers believe that packaging or advertising would only provide positive information, they make positive attributions about the brand based on the ambiguous descriptions. The purpose of this paper was to investigate empirically associations with Psychological effect in Marketing Especially in Consumer Buying Decision. According to Marketing Express psychological influences determines people’s general behaviour and influence their behaviour as consumers. The main psychological influences on consumer behaviour are perception, motives, learning, attitudes, personality, self-concept and lifestyles. ‘Colours, like features, follow the changes of the emotions’ – Pablo Picasso.

Some consumers have a tendency to be especially involved in the marketplace. They acquire information about many kinds of products, places to shop, and other facets of the market and they engage in many product related conversations with other consumers to share their knowledge. But the Smart Shopper, it is not that easy to persuade to actually buy something. There is the science behind how the products are organized, labels are written, and sections are ordered to guide the consumers or customers to making a purchase. That’s wealth of tricks based on psychological theories and practices that in the end ‘convert’ the customer/consumer from a regular visitor into the buyer. One of the most powerful methods to appeal to a potential buyer is applying colour theory to e-commerce. Has it ever occurred to the customer why they feel safer in one store and more energetic in another one? Have the customer noticed that landing on some web page they feel like clicking some button/link and keep browsing the site? While other pages prompt the customer to stay and keep reading? To some extent, this might be the choice of colours for the page elements. Colour is believed to be one of the most powerful elements of design for websites, direct mail, ads, and other marketing materials. It carries meaning through associations and/or people body physical response. Colour associates can vary from country to country but in Western culture are basically the same. What is colour?

In 1666, English scientist Sir Isaac Newton discovered that when pure white light passes through a prism, it separates into all of the visible colours. Newton also found that each other is made up of a single wavelength and cannot be separated any further into other colours. Further experiments demonstrated that light could be combined to form other colours. For example, red light mixed with yellow light creates an orange colour. Some colours, such as yellow and purple, cancel each other out when mixed and result in a white light. While perceptions of colours are somewhat subjective, there are some colour effects that have universal meaning. Colours in the red area of the colours spectrum are known as warm colours and include red, orange, and yellow. These warm colours evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility. Colours on the blue side of the spectrum are known as...
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