Colors play an important conscious and unconscious role in purchasing decisions.
If you bought a car, the color of it undoubtedly played into your conscious decision-making. The same goes for house buying and interior decorating. The colors inside your house need to complement each other well and create a certain environment and sense of “warmth”.
But perhaps the most common purchases you make are influenced by color. Some studies have shown that snap judgment purchases are influenced by color. One study showed that 62-90% of snap judgments made about products are based on color alone. This effect is limited; obviously you don’t buy a particular brand of toothpaste solely because of its color. But it is not inaccurate to say that these purchases and their equivalent are influenced by colors.
These same color influences also have an impact on the web, even when you’re not shopping. With almost every website you visit (there are some rare exceptions) you see an array of colors. How these colors affect us and our purchasing decisions is the subject of this post and a recent Neil Patel webinar.