Color influences purchasing decisions

The color effect and how it unconsciously influences our buying behavior

In this article we deal with the effect of color and how it unconsciously influences our purchasing behavior and our perception. It has been proven that 90% of our purchase decisions can be traced back to the choice of color, because every color triggers different emotions in us.

In the process, clear preferences were determined among the sexes and the knowledge gained that perception depends on personal experiences. In general, however, many consumers associate the same color with a color and thus automatically with a certain brand.

Color effect

Below we have summarized the most important colors and their emotional impact. Think of this as some sort of guide, not a law.

Color mix

In general, it does not have to be a cheap brand as soon as, for example, the color yellow or orange is selected, no, it depends on the color.

Cool and bright colors generally look cheaper than a warm shade - so a warm yellow or orange can still look high-quality. In addition, there is the right choice of contrasting color to properly perceive your product or company.

In our example, we compared the colors of a cheap airline (left) and a high-quality airline (right). Both airlines have the colors yellow and blue in their logos.

The cheap airline has chosen a very cool and bright yellow with a dark blue and therefore, as desired, looks immediately cheap. The other airline opted for a very warm yellow and a very dark navy blue, which immediately looks serious and of high quality.

Color temperature

So how do you change a bright color to a warm color? In order to achieve a warmer hue, the magenta or yellow component in the color almost always has to be increased. The blue component, on the other hand, should be reduced, as blue tones make the color appear cool. For example, adding yellow makes green warmer and when combined with blue, it becomes colder.

Primary, secondary, tertiary, complementary colors

The Primary colors Red, yellow and blue are basic colors because they cannot be made by mixing them. However, if you mix the primary colors with each other, new colors are created, these are called each other Secondary colors.

Yellow + blue = green

Red + yellow = orange

Blue + red = purple

Tertiary colors are the colors that result from the mixture of primary and secondary colors or when secondary colors are mixed together.

This results in color mixtures such as: orange-red, dark yellow, blue-green, blue-violet. Note that colors lose their luminosity the more often they are mixed.

If you want to stand out, you should use contrasts to which the eye reacts immediately. Such Contrasts arise through the use of Complementary colors. The complementary colors are directly opposite each other in the color wheel of Goethe's model (picture above) and are very often used in advertising.

This creates pairs like: yellow purple, green red, orange blue

Difference between RGB and CMYK color

Depending on which area you are in, either RGB color or CMYK color is used.

in the Pressure area is always with CMYK color worked, so with real colors. CMYK stands for cyan (blue), magenta, yellow (yellow) and key (black) - these are the primary colors of the subtractiveColor mixing d. H. the more color is used, the darker the shade becomes.

The color model forms the basis for the Four color printing, which we also offer at We love printing. Often this is called 4/0 and means that the outside is printed in color and not that you can only choose four colors. You should also always make sure that your images or data are created in CMYK, otherwise color differences or falsifications can occur.

The RGB color model enables images to be displayed on screens such as PC monitors, Digital cameras or Televisions. RGB stands for red, green and blue, these are the primary colors of the additiveColor mixing d. H. the more colors are mixed, the lighter the hue becomes. These basic colors are also called Light colors referred to as they are created by mixing light and result in a maximum of 100% white.