Commerce Essentials

Do Colors Affect Your Customer’s Buying Behavior?


2013-01-20-Color_Emotion_Guide22 (4)

Don’t judge a book by its cover.

According to Wikipedia, the idiom “don’t judge a book by its cover” is a metaphorical phrase which means “you shouldn’t prejudge the worth or value of something, by its outward appearance alone”.[1]

This sounds all nice and fuzzy, but it’s a lie we’ve all fallen for. According to Malcom Gladwell in his book BLINK, decisions, no matter how big or small, are made, subconsciously, in the blink of an eye. One may ponder the pros and cons of a decision for days, but inevitably, one’s conclusion will match up with his first impression, which has nothing to do with logic, but rather a gut feeling influenced by emotions. The above infographic exhibits just how this human nature is put to use in eCommerce.


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