How Colours and Light influence the purchasing process

How Colours and Light influence the purchasing process

In 1973 the marketing guru, Philip Kotler stated that noise, shapes, smells and colours helped to draw attention, transmit messages and create feelings that increased the likelihood of purchase. Since then, marketing has moved on in all senses and the reproduction of colour has become a key differentiating factor in the retail sector. In sensorial marketing, light is one of the most important factors in the purchase experience.

28th January, 2014

In order to successfully conclude a purchase process, you need to appeal to the purchaser's emotions, rather than his reason. The emotional link is much stronger and much more stable over a period of time and it is responsible for the customer's loyalty. According to the Colour Marketing group 85% of purchasers believe that colour is one of the main factors leading to product purchase.

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