How Color Influences Us

by | Nov 28, 2015

Imagica designs lots of logos and identity for clients of all sizes across many business sectors. Initially we choose a color scheme according to best practices that tends to use skewed towards your target audience and business sector. Often we get some “push back” as people tend to migrate to tones they personally are comfortable with. Many people don’t realize that color actually plays a BIG part in what people buy and how they feel toward a particular product or service. Let’s take a closer look.

Studies show that up to 90% of judgments about products can be based on color alone. People place color above other factors such as sound, smell and texture. That’s because even if they’re not consciously thinking about it, people associate color with different things and feelings.

Although we typically feel that color preferences are determined by experience, you can reach broader, general conclusions when it comes to color. Specifically, when it comes to branding, the relationship between brands and color depends on whether the color fits what is being sold. Here’s a useful infographic from WebpageFX that summarizes some of the most important information you should know about color and how color influences what people buy and how they feel about a particular product or service.


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About the author Perry Johnson
Perry is a classically trained commercial photographer and graphic designer with more than 30 years experience as a marketing strategist. He is a principle at Imagica, a boutique marketing agency based in Sarasota, Florida. Imagica is dedicated to developing fluid, distinct and highly effective branding solutions for your business. With all services in-house, Imagica delivers exceptional value and provides both realistic and sustainable solutions to thrive in today's new markets.