How You Are Hypnotised By Colour Everyday

How You Are Hypnotised By Colour Everyday

How are colours used to increase sales, and make people buy things?

Sometimes called ‘colour capital’, colours, pairings and palettes are used deliberately by the creative community for a huge array of purposes: some that are entirely aesthetic, some that are subjective, some as signifiers and some as directives in an increasingly complex and rich associative visual world.

Some are even used for the purpose of aligning your deep-animal brain with brand ideas and sales outcomes.

Say what?

colour industry

It’s the world-changing stuff which has been used for years; although of late it’s certainly become more of an alchemic science utilised by graphic designers, illustrators and the commercial side of the art industry.

For those of us lucky to be born with visual faculties that allow, the world of colour is at the essence of life’s experience. Usually used artfully by man or nature; as the infographic by KissMetrics below shows, they are often employed to enhance a brand’s message or even make you buy something. We are all aware of it on ‘some level’ – but it’s always interesting to see it presented so matter-of-factly.

Did you know that green is used by department stores to make you relax?

It’s the easiest colour for the eyes to process – one which we instinctively know from nature – and one we are conditioned to associate with wealth.

Red – the colour of danger, urgency, blood and sex – is the colour department stores will use in sales as it has been clinically proven to increase the heartrate and potentially the level of cortisol in the bloodstream – a state which can be exploited by asking you to buy something considered rare or limited in a sale.

Check out the image for more. As above, so below.

This is the KissMetrics infographic, based on social and marketing research, which displays how colours affect purchase behaviour:

colours hypnotise us

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