The Color of Success
Since the earliest times we’ve lived in a world of color. Our sense of smell was the primary source of input, but one’s sight was the means to survival. As hunter/gatherers we experienced a variety of colors and landscapes. The sense of color became part of our genetics.
Today, vision is our primary source of experience. Researchers tell us 80% of what we learn is through visual means. Our nervous system requires stimulation. Without it we become bored. Colors and shapes help address this need.
Today, the retail store, with its many aisles, is our hunting ground. And like yesterday, today’s hunter seeks visual stimulation. Armed with this knowledge, researchers have identified why vibrant color and sharp graphics are critical to a package’s shelf impact and sales.
- 93% of buyers put importance on visual factors when purchasing products
- 85% believe color drives more than 50% of the factors influencing purchase
- 80% report greater brand recognition when color is used
- 76% of all purchases are made in retail stores
- 73% believe packaging generates understanding when color is used
- 70% of store buyers enter without a list
- 66% of product touches result in purchases
- 57% of consumers still spend more than planned
- 40% more readership occurs with color ads versus black and white
- 24% of store purchases are planned
- 1/2 second is the time your package has to make an impression
Without vivid color and sharp graphics, your sales cycle has ended in the blink of an eye.
Statistical Sources: POPAI Market Report, May 2012
Marketing Daily: Shopper Engagement, May 2012
Symphony IRI Group: The CPG Basket, December 2011