Color is one of the most influential factors when it comes to marketing. As Kissmetrics pointed out, 85 percent of consumers rely on it when deciding to make a purchase. When it comes to a new product, color holds more weight than texture, sound or smell 93 percent of the time.

“Color the first element of your graphic to provoke a response in customers.”

It’s often overlooked, but as Business News Daily noted, color is the first element of your graphic to provoke a response in customers. The right use of color instantly inspires positive feelings toward your brand. Alternatively, using colors haphazardly leaves customers confused and uncertain. People have preexisting notions when it comes to color, and adhering to or deviating from these affects how they see your business.

“If you’re a brand hoping to appeal to families and convey affordability, using black might communicate a luxury image that could be more detrimental than helpful to your branding,” Pamela Webber, chief marketing officer of 99designs, told Business News Daily. “However, for an upscale fashion brand, black might be the perfect choice.”

Below are some common color associations:

  • Red: Passion, intensity, love.
  • Orange: Energy, fun, aggression.
  • Yellow: Cheerful, youthful.
  • Green: Growth, nature, goodwill, wealth.
  • Blue: Tranquility, knowledge, serenity.
  • Purple: Royalty, calm.
  • Pink: Warmth, friendliness, femininity.
  • Brown: Sturdiness, reliability.

What about black, white and gray?

Black conveys luxury, glamour and mystery while white epitomizes cleanliness, purity and innocence. Using them can be very effective at times, but it’s important to consider the surrounding environment before doing so. In a retail setting, for example, black, white and shades of gray are eclipsed by all the other colors in the store. In addition, according to MarketingProfs, a grayscale image holds a person’s attention for less than a second. One with color, on the other hand, keeps people captivated for two seconds or more. If using grayscale is part of your brand’s style, consider highlighting areas with pops of color to attract the casual viewer’s attention.