Raise your hand if you’ve ever thought color theory contributes to your success in sales? How many hands shot up?
You’re totally right. One hundred percent.
Colors are a normal (and constant!) part of our everyday visual experience—they’re everywhere! And, colors certainly contribute to what we choose to buy. For designers and specifically for surface pattern designers like me, we’re trained to be hyper aware of how certain colors “work” together and which ones “play nicely.”
Even if you’re not a designer, you have your very own understanding of color, too. You probably have a sense of which colors you like and which ones fit your style, whether that’s for clothes, home décor, or lifestyle expression. That’s because certain colors come with embedded meaning. All in all, colors influence tons of our everyday decisions.
When it comes to color and sales, here’s the thing:
1. We’ve got a lot of colors to choose from.
In our industrialized culture and in American English, we have 11 color words: black, white, red, green, yellow, blue, brown, orange, pink, purple, and gray. If you’re an artist, you may know 50 or 100 different distinctions: turquoise, amber, indigo, or taupe. Rumor has it there are millions of colors. They just require our distinction.
2. Choose wisely because colors bring up emotion (which is good for selling).
Color theory dictates buying habits, mostly because colors elicit an emotional response. Each color comes with its own “personality” and spectrum of feelings it can bring up. Blue can be calming and serene, or blue can equal coldness or depression. Green can stand for balance or reassurance, or green can feel stale and bland. Black can inspire confidence. White can be crisp and clean. Use colors to match whichever mood you’re marketing.
3. Colors help people make decisions…fast.
People usually make a judgement on a product within 90 seconds, and 62 to 90 percent of that is based on color alone. 85% of shoppers say color is a primary reason for buying a product. Consistent color usage also allows your brand to stand out. Color becomes equally if not as important as the font you choose to use!
For me, color theory has become an instinct. I know when there’s color harmony and when there’s not. Use color to direct your customer’s attention. Have color gives them a sense of something more desirable. Make a good impression. Here’s my rule of thumb: let the color do the talking (and then selling) for you.
If you appreciate my designs, please buy me a small coffee.
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