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Influence Customer Behavior by Marketing with Color
by Braulio Agnese, Staples® Contributing Writer
The human eye can distinguish between 2.5 million and 10 million color variations. Combine this with the fact that graphic design and printing capabilities are more powerful and affordable than ever, and it means your small business has a practically limitless palette for influencing customer behavior and buying habits with signage and marketing collateral.
But dont go crazy with the million-pack of crayons just yet. Its one of the biggest challenges today avoiding too much color, says Tomás Snorek, creative director at ripe, a Washington, DC, graphic design firm. More is not necessarily better.
To get the most out of your marketing materials, you need to increase your knowledge of the link between color and behavior, particularly the effect of color on consumer purchasing habits.
Learn the Basics
Color is like a language, says Jason Delfos, founder of San Diego Small Business Marketing Services. It works in one scenario but not in another, and it speaks different things based on the combinations. A little understanding of color and behavior can go a long way toward creating smarter, better-looking brochures and ads that motivate customer behavior. Start here:
With every piece of marketing or advertising collateral you create, ask yourself these questions:
Knowing more about how customers interpret the colors in your collateral and the consumer purchasing behavior those colors motivate can help your marketing messages come through with flying colors.