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How Colors Affect Purchase Decisions and How to Use Them Effectively

How Colors Affect Purchase Decisions and How to
Use Them Effectively

Spring, the season of colors, is just around the corner. In some parts, it must have taken its full effect by now. This is the reason why colors are the subject matter of this article.It shares the infographic on how colors impact the purchase decision process. But that’s not it, because here’s a bonus:

If you read further you will learn how you can initiate with colors to create the perfect content for your brand.


About the Infographic

The following infographic shows the psychological impact on shoppers. It also shows which colors play well to evoke different kinds of feelings among consumers.  It’ll tell you what colors to use to develop trust, which colors affect purchase decisions,n and which colors force customers to buy the product.

At the same time, you have to take other factors into account, especially when you’re running an e-commerce site, a portfolio, or a blog to keep your customers connected to your brand.

Infographic - Colors (1)

How Can You Use Different Color Combinations for the Perfect Content?

Since we have come to the undeniable reality that content marketing cannot be possible without visuals, let’s move to the next level – the effective use of colors to advance towards the purchase decision-making process.

These aren’t old days when marketers used to create content without the perfect sense of colors. Even today, some of us don’t think too much about it and come up with something like this (no offense to Breaking Bad lovers)



Ask yourself whether the color looks appropriate to you. Unless you’re a fan you won’t be falling for this one anyhow.

Tara Hornor thinks color choice is really important for content advertising. She says, “I’m a big believer in color. I would go so far as to say that all colors are beautiful, even the ones I don’t relate to very well.” According to her, the combination of the right colors produces the exact feelings marketers wanted to evoke among targeted audiences.

Visual Design Affects Purchse Decision-Making Process

On the other hand, a wrong color combination can simply devastate everything – the purchase decision-making process, the effort, the content, the brand, and the reputation. So, for marketers, who always use bright, abrasive, neon, or mismatching colors, their brands may grab a few eyes initially but the impact, in the long run, will damage their reputation.

If it seems interesting to you, the next thing you want to know is about the kind of feelings colors evoke.

So, what kind of feelings do wrong colors evoke among audiences?

  1. Most will simply ignore the content that doesn’t look appealing to them. This is the reason why out of 2.24 billion pages on the World Wide Web, less than 200 million pages are active because of poor traffic or other reasons.
  2. With many high-definition websites that have proper color themes and the right kind of content mix, seeing a website with disturbing colors and improper text structure will make you think that it’s probably a scam. Even if it wasn’t the case in the first place. This greatly affects the purchase decision in marketing.
  3. Sharp and bright colors distract attention. Sometimes, people avoid such content because they think bright and sharp colors are for children. How would you react to this content?

You’ve probably seen much of this stuff before, and now you can ask: “What is the perfect combination for the perfect content, and does it help with the purchase in marketing?”.

Let’s make it simple. Anything that’s not disturbing your eyes and you feel attracted to it is close to perfect. A combination of soft and soothing colors can attract anyone who is not color-blind.
What can you do to make your content close to perfect?

Even if you’re not a professional marketer, you can create the perfect content by following some simple and effective rules. These are as follows:

  1. Avoid using green on top of a green background, or yellow on green. It can be a great combination for wearable but not for reading. You must have noticed marketers totally avoid light green or a combination of green, yellow and purple in one ad.
  2. Just like green, the combination of blue, yellow, and Magenta can be as confusing. The yellow text doesn’t go well with red background. In fact, a red background is closer to black when it comes to balancing it with other colors.
  3. Similarly, avoid using dark colors on dark background. This implies to red, blue and purple on black background. Besides, this combination won’t excite an online shopper to buy your story. Black background is totally out of sorts when it comes to marketing. If it’s really necessary for branding, use colors like white, light grey, sky blue for your fonts. When you’re using black background, don’t forget to maintain 50/50 or 40/60 (40% black and 60% other colors) between back ground and font, because black has the tendency to overlap other colors when it’s overused.
  4. Another thing to avoid is using light colors on light background. Because by doing so, you will divert almost 80 percent of your audience away, because they don’t have the perfect “6 by 6” eye sight to read. You’re trying to advance through the purchase decision-making process here, and using light colors as your background won’t help you.
  5. Rainbow colors don’t make the content readable unless it’s for kids. Neon color combination can catch attention just for a few seconds, then it starts to irritate the reader. If you’re thinking about using neon or rainbow colors for the text content, you’re the enemy of your brand.
  6. Colorful background can only develop the interest in picture, not the text. If you really want to put the text on a textured background, at least make it a little dull in color so that the text on top of it can catch attention. You can also place the text in a box with a solid color.
  7. If you’re using gradients in your image, don’t pick the same color for gradients and fonts. Otherwise, your content becomes hard to read.
  8. Avoid using multi-color boxes on one page. It’s not only immature but also disturbing for the eyes. Limit your choice to up to three colors on one page.

Wrapping Up

By now, you have learned 8 ways to ruin your web content. A bit of web research will unleash a few more. But don’t count them as an obstacle to creating highly engaging content, because once you have an idea about the right color themes and perfect combinations, you will have countless ways to attract customers and affect their purchase decisions.

Nevertheless, the infographic you just saw talks about the power of colors and how you can play with them to engage your customers. Learning the art of color is always fun and there are endless possibilities as well.