GTI Graphic Technology Inc.

211 Dupont Avenue PO Box 3138Newburgh, NY 12550
845-562-7066 845-562-2543
how color affects shopping decisions

August 9, 2019

How Color Affects Buying Decisions

When producing consumer goods it is important to understand the role color plays in the buying decision and in establishing brand awareness. Consumers associate certain colors with their senses and emotions. From conception to production, color accuracy is crucial in the overall success of your product or service in the market.

  • Almost 85% of consumers cite color as the primary reason they buy a particular product.
  • 93% of people look at visual appearance when they buy.
  • 80% of buyers believe color increases brand recognition.[1]

This is why all color decisions across the supply chain should be made in standard lighting conditions. GTI offers a wide range of light booths that conform to industry viewing standards and can simulate the end use environment.

Selecting the right color for your product and for your customer

With visual appearance having such a large impact on buying decisions, selecting the right color for your product and packaging can drastically improve your sales. Red and blue are the most common colors seen in logos and packaging across all industries, but it is important to understand which colors are associated with the type of product you are selling.


color and corresponding emotions


Color psychology, which tells us that colors impact our emotions and behaviors, can have a huge impact on sales and how consumers interact with your products/services.

Common Colors in Branding

An infographic by Towergate Insurance demonstrated how industries use color based on the top brands. Here are some common colors used in branding of certain industries that you may want to consider when choosing a color for your logo, product, or packaging:

Automotive: Silver, Blue, Red

Food & Drink: Red, Green, Blue

Pharmaceutical: Blue, Green, Orange

Apparel: Black, Orange, Red

Technology: Blue, Black, Silver, Red

When choosing colors for your products, remember that you don’t have to choose just one. Most logos and product packaging feature more than one color to communicate their branding to the customer.[2] If you have a brick and mortar shop, the interior and exterior color choices should be considered as well.

Creating value with consistent and accurate color

Using color to create brand identity requires choosing the right color to evoke the emotions of your target audience as well as ensuring the color is produced consistently over time. Creating consistency depends on accurate color viewing throughout all stages of the production process.

Quality and consistency of light matters

During production it is important to ensure color consistency from piece-to-piece, run-to-run, and across the supply chain. Therefore all parties in the production process should evaluate color under a consistent light source that conforms to industry standard viewing specifications. The easiest way to achieve this is to use a light booth from a recognized manufacturer.

GTI is the leading manufacturer of light booths for visual color matching. We offer desktop viewers, floor stand models, and overhead luminaires for large format viewing areas. Whatever your viewing requirement is GTI has a solution to help you.