What most affects your buying choices? Price? Value? Convenience? Customer service? Word of mouth?

All of the above are likely true, but there’s something you might be missing. And as usual, we telegraphed it in the headline, so you already know that other aspect is color.

Yes, this often unconsidered aspect might be coloring your decision-making process, and we hope you’ll forgive that pun, even though you probably shouldn’t. (We love puns. Can’t help it.)

Color influences our buying decisions much more than it might seem. There’s a reason many companies test a variety of colors on everything from advertisements to call-to-action (CTA) buttons.

In fact, in a recent button color test by HubSpot, the company determined that a red CTA button outperformed a green CTA button by more than 20 percent.

Color influences our buying decisions much more than it might seem. There’s a reason many companies test a variety of colors on everything from advertisements to call-to-action (CTA) buttons.

In fact, in a recent button color test by HubSpot, the company determined that a red CTA button outperformed a green CTA button by more than 20 percent.

The CTAs otherwise were identical in every way, but conversion rate was markedly improved by doing nothing more than changing the color. That’s a pretty easy way to improve your return on investment!

WebPageFX recently put together an infographic based on data regarding how color influences buying decisions, and here are a few highlights:

• Almost 85 percent of consumers cited color as the reason they selected a particular physical product
• 80 percent of consumers said they believe color increases brand recognition
• 52 percent of shoppers did not return to a particular store purely because they did not like its overall aesthetics
• Color ads are read up to 42 percent more often than otherwise identical ads in black-and-white

A few notes on how specific colors affect consumers:

RED

• Evokes strong emotions, appetite
• Increases heart rate
• Compels impulse shoppers
• Increases passion and intensity

YELLOW

• Increases warmth and cheerfulness
• Stimulates mental processes
• Represents youthfulness and optimism
• Grabs the attention of window shoppers

BLUE

• Most preferred by men
• Represents calm, serenity
• Creates a sense of trust and security
• Increases productivity

GREEN

• Symbolizes money
• Represents new growth
• Suggests health, tranquility
• Used in stores to relax patrons

ORANGE

• Reflects excitement, enthusiasm
• Imparts a call to action (buy, subscribe)
• Suggests warmth
• Attracts impulsive shoppers

PURPLE

• Implies wealth, success
• Used to soothe or calm
• Represents creativity and imagination
• The musician Prince loves it (okay, we added that one)