Does Color Affect Purchasing Preferences?

In fact, color is an inevitable part of the image of any object, therefore, colors play considerable role in our everyday life. Many companies use different technics based on color in their marketing strategies in order to persuade people to purchase their products. Everybody can easily remember bright stickers on supermarket's shelves or But, in reality, does colors drives our customer's behavior? I personally believe, it is not mainly true.

Even though it is hard to argue that colors can evoke emotions and desire to buy something that is even not necessary, these are haphazard cases, being met not very often. In my opinion, there are much more important factors, taken into account by customers, such as overall design, price, quality etc.

When we, for example, plan to buy a car we first of all think about its brand, engine power, exterior and interior design, comfort and reliability. And finally, we choose a color. I do not know anyone who would come to a dealer and ask: "What model do you have in red?"

The results of several researches suggest that color schemes and decoration of shops can alter customers mood and create additional motivation to purchase. Conversely, as far as I am concerned, we can easily find factors that are of greater importance, such as location and range of products.

Apparently, with further expansion of Internet and digital technologies, more and more people buy goods online. That is to say that today it is much easier to find all the necessary information about product's features and, therefore, to make a choice in advance, before visiting a shop. It diminish the influence of such marketing technics as garnish labels, wall colors, stimulating customers activity etc. Shops are becoming the place of product delivery and this trend, to my mind, will continue in the future.

Having said that, however, we can find situations where color is one of the most important factors that should be taken into account while buying something. For example, when we buy fruits or vegetables we can make our judgement of their quality and freshness according to its color.

To sum up, color can be count as one of the factors that has a minor influence on people's purchasing decisions both consciously and subconsciously, but its importance should not be exaggerated.