“Mere color, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways,” wrote Oscar Wilde in The Critic as Artist.
That’s just the problem for market research and consumer behavior. Few design aspects of products, packages, brands, logos, advertising, and environments are more subjective than color. Which is why so many marketing decisions about color are based on the personal preferences of designers, decision makers, and their spouses (“What do you think of this color, dear?”) rather than on scientific knowledge of which colors are best for specific purposes.
But just in time for Valentine’s day (today!) here is a compelling new finding about the color RED and how it affects buying behavior: (more…)