How Color Impacts Purchase

Did you know that 90% of information transmitted to your brain is visual? This can have a big impact on your bottom line. Read on to learn about how color impacts purchase.

Not only is 90% of information transmitted to your brain visual, did you also know that visuals are processed 60,000x faster in the brain than text?


As product creators and marketers alike, the visuals we produce for customers are extremely important! There is obviously a psychology behind colors and marketing, but how exactly does it work? There are hundreds of things that can affect how and what consumers buy, with colors playing a seemingly huge role.

Let’s dig deep into how colors on your website, landing page or product itself affect buying decisions:

Where Customers Place Visual Appeal

In a recent study by KISSmetrics, 93 percent of people placed visual appearance and color above other factors when shopping. Overall, only 1 percent placed value on sound and smell, and 6 percent placed value on texture when shopping. 85 percent of shoppers said that color is the primary reason for why they chose a particular product.

This means you have to do whatever you can to capture your buyers attention with strategic visuals and colors that catch their eye.

How Colors Affect Shoppers

When creating a product or landing page, choosing a color is one of the most important elements of design. People often tie many of their personal experiences to colors that can translate into feelings. The following is a breakdown of what colors typically mean to customers.

Colors & Meanings

  • Yellow is a representation of optimism, youth, and happiness. It is often used to grab the attention of passersby and window shoppers.
  • Blue is a calming color and creates a feeling of trust and security. This color is most notably seen with banks and businesses.
  • Red is an energetic color that creates a sense of urgency. Red is most often seen in clearance sales.
  • Orange is typically used in a call to action because it is seen as an aggressive color. Other times, orange is used to give off a friendly, cheerful look. This all varies on the context it’s being used in.
  • Green equals money in most people’s eyes. It is the easiest color for eyes to process and is often used as a way to get customers to relax. Often, green is used to represent health and peace.
  • Sleek and powerful, black is most often used to market luxurious products.
  • Naturally, pink is associated with girly and romantic products. It is a common color used to market to women and young girls.
  • Purple is often used as a relaxing color. It is typically found in beauty and cosmetic products and can give off a creative aura.

That said, colors have a unique ability to attract specific shoppers and ultimately change their shopping behavior. Red/orange, black, and royal blue are all colors that attract impulse shoppers. These colors are best used to represent a sale or clearance item.

Navy blue and teal generally attract shoppers on a budget. Think about where you might see them the most—banks and big department stores.

Pink, sky blue, and rose attract traditional buyers and are most notably seen in clothing stores.

What Works Best for Me?

Of course, while color should be placed at the heart of your visuals, there are many other important things to consider online. When designing your website, or a new product or landing page, remember to use buzz words and easy navigation or readability because convenience, attractive images, and bold words drastically affect your customers need to shop.

According to KISSmetrics, 52 percent of shoppers said they did not return to a website because of its poor aesthetics. This means in addition to using the psychology of color on your customers, you have to have a killer design to keep your customers around. There isn’t a clear cut answer to tell you which colors to use in your design, but it is important to examine the type of emotion you want to convey, then choose a color based off of that.

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