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Why does color matter?

Why does color matter?
Why does color matter?

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    This article summarizes the facts about the importance of colors in making daily choices. It is important to remember that a website, like any product on store shelves, is subject to the same consumer rating. This means paying special attention when choosing a company and therefore the colors of the website and related channels (blog, twitter account, youtube account).

    Read how to choose company colors in the company's color selection section

    Colors and marketing

    In various studies on the effects of colors on marketing, researchers surveyed consumers came to the following conclusions:

    • 92.6% of consumers admitted that when buying any product, they pay attention to visual factors. Only 5.6% of respondents admitted that they pay more attention to physical sensations and bought a product based on touch, while 0.9% admitted that they rely on hearing and smell.
    • 84.7% of the respondents admitted that the color of the product is the most important factor when purchasing the product (the shape, location and price of the product as the main factor were mentioned in about 45% of cases).
    • Research has shown that the consumer makes a judgment about a product, another person or place, within 90 seconds and 62-90% of that judgment is based solely on color.
    • 73% of all purchases in the world are made in-store, which means that attracting customers' attention and providing information quickly is especially important. This means that when creating a website, it is necessary to choose attractive colors that correspond to the taste of the target audience and convey quickly perceptible information, already at the beginning of the website (Company name, offered product or service, customer benefit).

    Color increases brand awareness

    Color increases brand awareness by 80%. Natural colors not only help to highlight the characteristics of a product or service, both in advertising and in everyday life, it helps the brain to remember various events and things. Color images are more noticeable and easier to store than black and white images.

    Ads that use full color are read more often than black and white ads (42% increase), but ads that have about 20% of their total area are 26% easier to remember than ads that don't use white .

    Tests have shown that black-and-white images can attract a person's attention for up to 2/3 seconds, but color images for up to 2 seconds, given that the product, in the supermarket, is viewed for an average of 1/20 seconds, colored product packaging , will attract the buyer's attention much more often than in black and white.

    The human eye cannot analyze more than one product at a time, so different colors can be used to highlight or, conversely, "hide in colors" a product, so if a product next to your product is created with prominent colors, against your product, it inadvertently advertises your product and the likelihood that your product will be chosen increases significantly.

    Other facts

    • 92% of respondents believe that colors indicate quality
    • 90% of respondents believe that colors can attract new customers
    • 90% of respondents believe that color presentations and documents are better remembered compared to black and white documents and presentations
    • 81% of respondents believe that the use of colors gives them an advantage over competitors
    • 76% of respondents believe that the use of colors makes the business look much more successful