How Marketers Use Colors to Make You Buy Things

Green is the easiest color for the eyes to process and it’s often seen in stores and cafés to promote a sense of calm and relaxation.

“Wired into the human psyche is our emotional response to different wavelengths of color. Every color on the color wheel evokes a different mood or feeling” explains the article. “Since every color stimulates a corresponding reaction, [marketers] can use these emotional built-in triggers to [their] advantage” whether it’s on a landing page online or in a brick-and-mortar store.


Associated with energy, red increases a viewer’s heart rate and creates a feeling of urgency. It is frequently used to advertise clearance sales.

Multiple studies and research have linked colors with certain behaviors, such as a 2011 study that found the color red increases reaction in individuals and can even encourage them to act more forcefully. Think it’s just a coincidence that clearance bins are almost always red? It isn’t.

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