DISCURSIVE ESSAY
It is believed that the color element of product packaging acts as a “weapon” for brand’s products to compete with each other at the place of sale. Colors around where customers are shopping can influence their buying decisions and shoppers tend to choose what they buy based on colors as well.
Firstly, colors have the ability to segment customers into groups and change their emotions and shopping behavior a lot. There is a likelihood that each group of customers have a tendency to accept different colors. For instance, the yellow color symbolizes cheerfulness and optimism enhancing the mood, which is especially suitable for children and teenagers. Whereas, purple evokes elegance, charm, and originality, which is attractive to women and middle-aged people. According to Georganne Bender, a retail consultant, claims that orange makes us feel cheerful. And when customers are happy, they will linger longer. Besides that, Neil Patel has also specifically stated that color affects nearly 85% of the reason why you choose to buy a product.
Secondly, the color of the brand image also determines how many percent of consumers are impressed, memorize, and recognise that brand. According to a survey conducted by Loyola University Maryland (USA), color can help increase brand awareness by up to 80%. For example, navy blue or jade green are used by banks such as BIDV, Vietcombank,… or supermarkets, department stores, big electronics as Green Grocery Store, Coopmart,… Finding ways to incorporate logo colors into retail space design of retail companies will make customers associate these colors with that business.
In conclusion, customers are often affected easily by colors when shopping. The color not only influences the emotions and shopping behaviors of buyers but also helps them memorize and realize the shopping brands. Thanks to that, manufacturers and retail companies are able to develop and increase the profits by designing their products with attractive colors.