Shoppers most often choose what they buy based on color. In fact, it can account for up to 85 percent of the reason people buy one product over another, according to the Color Marketing Group, a professional organization for color designers in Alexandria, Va.
Color’s influence on consumer behavior isn’t confined to just merchandise. The colors surrounding customers while they’re shopping also can influence whether they make a purchase. “Colors in a store format can create different emotions and store retailers can use that,” says Rich Kizer, a St. Charles, Ill.-based retail design consultant.