How Colour Influences Consumer Behaviour

Color plays a massive factor in consumer behaviour when making subconscious purchasing decisions

Although it’s not an exact science

It is more important than you know.

Making creatives that take advantage of this subconscious behaviour in consumers can increase how prospective and existing customers perceive your brand.

Many businesses and brands rely on media buying and how accurately they can target their best audiences, demographics, behaviours etc.

While this is extremely important

Neglecting the efforts in branding can have a negative impact on your ad performance and click through rate.

When a business fails to consider the continuity between their creative, products, and website design

The customer can feel like they’re in a different store all together and lose interest.

Take mobile game ads as an example.

We’ve all seen them.

The study titled “Impact of color on marketing,”

Has found that up to 90% of snap judgments made about products can be based on color preferences and perceptions.

Although we would like to think that a certain color can trigger a sale

The truth is that color is too dependent on personal experiences to be universally translated to specific feelings.

Research shows that personal preferences, experiences, cultural differences, and context obscure the effect that individual colors have on consumer behaviour.

Joe Hallock’s “Colour Assignment” shows some clear preferences in certain colors across gender

And it’s important to note that most of his respondents were from Western societies.

Men generally prefer bolder colors

Where women prefer more soft colors according to Hallock’s study.

The environment

And especially cultural perception can play a big role in dictating color appropriateness for gender

And can influence individual color preferences.

The study also showcases gender preferences when it comes to color dislikes between genders.

What does this all mean and how can you take color preferences to your advantage?

Complement your brands color pallet

Your brand has a certain color palette

And within this pallet there are only a few color options that can compliment your main color

Usually your logo.

These should be used in your creatives,

Facebook page posts


Products etc.

Know your CI (Corporate Identity)

Many companies lack to follow a strict CI strategy

And color plays a big role in your CI

This is also applicable with the fonts you use for your creatives.


Your color pallet should complement the personality of your brand

eg. Brown can resemble ruggedness

Green can resemble health and wellness

Blue’s and white can resemble cleanliness.

Gender Preferences

Base your color pallet for creatives on your ideal demographic

Where it is a 50 – 50 divide

Using a neutral color pallet that appeals to both genders is a preferred method.


Choosing a color pallet and sticking with it.

Most of your returning customers would instantly recognize your brand

When they see the same colors that they can associate while making the purchase decision

Or from the first point of contact.

You would associate Navy Blue & White with Facebook

Red & White with Coca Cola

McDonalds with Red & Yellow etc.

The list is endless

Making sure you choose the correct color pallet for your brand

And staying consistent in this spectrum can give you a huge advantage in your marketing

And advertising efforts.

Big brands stay ahead because they keep the minor details in mind

And strive to perfect it from the start…

But this only works if you have the right agency partnered with you!

If you are spending over $500 a day and you want to scale your brand

Book a call below:


And that’s a wrap!

I’m Quintin, Media Buyer at DimNiko

Additional Resources

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