Color plays a role in nearly every aspect of our lives. It dictates what we do at traffic signals, tells us for which team athletes play, and even influences our buying decisions. So, if you’re wondering how to increase supermarket sales, color may be the tool you’re looking for.
Each color conveys unique emotions that can cause potential buyers to either be drawn to or pushed away from your brand. Color psychology allows your business to leverage the power of color and purposefully use it to drive sales.
Here’s everything you need to know about strategically using color to enhance your business!
How to Increase Supermarket Sales Through Strategic Color Choice
A splash of color can spice up a dull room or pull an outfit together. However, in marketing, color can be used to induce certain emotions in prospective buyers.
In fact, color is hugely influential in boosting product sales. For instance, HubSpot conducted an A/B test on button color between two identical homepages. The only difference was that one homepage had a green call-to-action (CTA) button while the other had a red one. They found that, overall, the red CTA button had a 21% higher conversion rate than the green button.
When learning how to increase supermarket sales through color psychology, understanding the emotions and connotations of color is of the utmost importance. Below, you’ll find seven of the most popular marketing colors, as well as how they can impact the way buyers feel about a brand or product.
Red is a powerful color that connotes positive feelings of passion, energy, and excitement – it can even increase your appetite! Customers tend to view companies that use red as bold and adventurous, which is why popular brands like ESPN and Coca-Cola use red heavily in their promotions.
Although red creates powerful positive emotions, it can also spur some intense negative ones — such as defiance, aggression, and pain — and should be used with caution.
When it comes to fostering positive relationships with your customers, blue is the way to go. Correlating with emotions like trust, loyalty, and security, 57% of men and 35% of women prefer blue over all other colors. In fact, very few buyers — only 1% — see brands associated with this color as “cheap.”
Blue is a strong and wise color used by some of the most enduring brands — like Ford and Intel — so it’s always a safe and influential color to use in marketing. However, its popularity may make it difficult to stand out among the competition.
The color of sunlight, yellow has become heavily associated with feelings of happiness, optimism, and warmth. Brands and products that employ this powerful color are seen as independent, strategic, and impulsive. However, certain shades of yellow can be difficult to see, so pairing it with a darker contrasting color is key for success.
Often associated with courage and friendliness but also immaturity, orange is an interesting color that must be used carefully and deliberately. Its light and friendly connotations are perfect for brands or products looking to come across as fun and relaxed.
Additionally, orange is the color that most people perceive as “cheap.” If your aim is to increase supermarket sales by pushing low-cost products, orange may be the color to help you do it.
The color of health, growth, and prosperity, green lends itself to brands that want to be seen as open, friendly, and authentic. The primordial human connection between the color green and life will enhance products that focus on health and well-being.
However, green can also be perceived as boring, stagnant, or even jealous, so this color should be used sparingly — but also intentionally — throughout supermarkets.
The color white works well with brands focusing on simplicity and purity. White offers a sleek, modern look and feel to your product that makes customers feel as though they’re making a trendy purchase, but this color is not without its challenges.
When learning how to increase supermarket sales through color, white can be tricky. If executed poorly, it can make your brand and product look lazy and unimaginative. However, some brands, like Apple and Tesla, have mastered the use of this difficult color. With the proper execution, white will give your product a fresh air of innovation and originality.
Black is the color of elegance, sophistication, and substance. Think Ralph Lauren, Nespresso, and the Mastercard Black Card. They all heavily use black in their marketing and have become synonymous with luxury and high society — that’s not a coincidence.
Although the color of sophistication bestows elegance upon products like fine meats and aged scotch, it tends to hurt products that focus primarily on health. Certainly, this is due to the fact that, in western cultures, the color black is also associated with death and mourning — not exactly what you want to feel when taking your morning vitamins.
Learn How to Use Color Psychology to Increase Supermarket Product Sales
When done properly, color psychology can boost supermarket product sales dramatically. These guidelines will give you a framework for leveraging the power of color, but they’re not set in stone. Oftentimes, taking a risk and thinking outside the box drives success.
For example, Hello has developed a revolutionary black toothpaste. The contrast between black and white on the tube adds a bit of elegance, while the charcoal-based toothpaste offers a novel and unique brushing experience that many couldn’t even imagine.
The lesson we can take from Hello is simple: be bold. Trying something new and ingenious may set your product apart from the competition and fuel success.
Interested in learning more about how to increase supermarket sales? Contact us today!