Last updated on June 14th, 2016
While it seems like a trivial preference, color plays an impressive role in purchasing decisions. The design and color of your emails can actually encourage someone to convert. In fact, according to a study by the Seoul International Color Expo, color may be the most important factor. They found that 93% of people said that color plays an integral part when purchasing merchandise. How did this compare to other senses? Surprisingly only 6% said that their sense of touch played a major role, and a measly 1% said touch and hearing even mattered.
85% of shoppers say color is the primary reason for why they buy a particular product. Substantial research has been done to figure out why color plays such an impressive role and studies point back to emotion. Color elicits an emotional trigger that can be just as powerful as a religious response. A recent study found that:
When people viewed images associated with strong brands— the iPod, the Harley-Davidson, the Ferrari, and others— their brains registered the exact same patterns of activity as they did when they viewed the religious images.
People typically absorb color before absorbing anything else about the product, text or logo. Because of this, color choices directly increase consumer confidence in the products you are selling as well as build brand recognition and trust. This impact puts a hold on their memory to correlate a specific color with an emotion towards your item or brand.
For instance, using colors like red, orange, royal blue and black will cater to those impulsive buyers. While navy blue and teal will draw more to the on-a-budget crowd.
And design does matter. 52% of shoppers say they did not return to an online store because the overall design was poor. If they aren’t returning to your site for poor aesthetics, they will certainly not be clicking through your email if it is poorly designed.
If you want to see more about what your color choices are telling your customers – take a look at the infographic below created by KissMetrics on how Colors Affect Purchases: