A delightful photovoltaic offer – the impact of colors on its perception by the customer
- News, Sales trends
Author: M.A Martyna Marlikowska
Substantive support: Dr. Eng. Krzysztof Bartczak
Contents
The impact of colors on the perception of the offer
Let’s start with some data. We perceive information from the outside 80% by sight. Customers subconsciously evaluate a product within 1.5 minutes, and 65% of them consider color as a key factor in their opinion. What’s more, a customer unconsciously makes a purchase decision 90% of the time because of a product’s color!
Does this work even in the photovoltaic industry with a specialized product, where content matters most? Of course! An attractive offer for photovoltaics or one that is less refined that the customer receives also makes “some” impression on the customer regardless of the substantive content and pricing. In order for this “some” to be positive and correlate with the values of our company, we need to choose colors thoughtfully. It is clear that a sloppy and unattractive photovoltaic offer in beautiful colors has no chance of success, but when we combine both, we have a chance of effectiveness close to 100%. It’s worth learning the secrets of color psychology and using this knowledge in your business.
Want to know how to prepare a professional and substantive photovoltaic offer? What can’t be missing in it and what should be kept in mind? Take a look at our article: What should a photovoltaic sales offer contain?
What company colors should you choose? Color scheme for your company's logo, products and offers
We start by determining the value of our company and how we want to be perceived. Then we refer to color theory and study how certain colors affect people (all colors worthy of consideration described below). We then create logos and other components to finally test their impact on people preferably unrelated to the industry.
If we are a photovoltaic company focused on green solutions, the dominant color may be green. However, this is not enough. If all photovoltaic companies came up with the same idea, it would be quite monotonous and would certainly not stand out from the competition. Here you also need knowledge of how to combine colors. At the very end, it’s a good idea to conduct an offer acceptance test. Over time, it is also worth experimenting and making additional small color changes that can increase conversions. Remember, sometimes a small nuance does a big job, such as a red color in a minimalist design can increase conversions and several percent!
Colors influence our emotions, thoughts and behaviors – ultimately we will buy something or not. What we see affects us, but to everyone in a slightly different way due to individual experience, culture, upbringing or taste. However, it is possible to reduce this perception to a common denominator.
What functions do colors play in sales and marketing?
In the first place, it is the color of an offer or packaging that attracts the eye and creates a particular impression or not. Studies show that this “first glance” at a product can bring us closer to a specific purchase decision. It is worth refining and studying the graphic effects of your work, confronting them with the opinion of others – the aesthetic function is the first purchase stimulus. Another function of using colors is informational. Appropriately colored text and matched background affect the sequence of messages that the customer will grasp. In addition, the whole must form a coherent composition and correlate with the nature of the product.
There is also an emotional function of colors – appropriate combinations will evoke pleasant memories, warmth in the guts, a universal association, and then a certain action. Remember, however, that we can’t predict everything. Even statistically the most attractive color combination may not be suitable for another, whom it will associate negatively. Knowledge of the psychology of colors and appropriate graphic presentation is to interest as many customers as possible, not all.
Now let’s look at specific colors and learn about the color meaning.
The color green – how does it affect us?
It certainly restores balance, lowers stress levels, calms the eyes, brings one closer to nature, soothes, harmonizes, soothes, gives hope, enhances creativity, builds confidence and credibility, gives freshness, and indicates wealth. Like a pill, it has a calming effect. Dark green also symbolizes good luck.
It’s great for eco-friendly products, activity and health promotion, but also for universal products as an additional color. In the case of photovoltaics, it is a very good choice.
The color red – how does it affect us?
Red – its intensity attracts the eye. It represents passion, love, passion, strength, adrenaline and fire, but also hatred, blood, warning and danger. It stirs up extreme emotions. With red we can also show our determination and character, vitality and beauty, and…. fortune’s smile.
Excess is not advisable here, it will quickly tire the eyes and cause aggression. It is better to treat this color as an accessory, or when we want to strongly indicate the need to perform some action – use red to inform about some opportunity or promotion.
Blue color – how does it affect us?
Blue inspires confidence, indicates poise, stability, cleanliness, willingness to establish relationships and security. It is also the color of professionalism and reliability. It radiates wisdom and honest truth. The business and finance industry does not shy away from this color for well-known reasons. It is said to be the color most liked by people. P.S. Guess why it is not recommended for promoting food products.
Yellow color – how does it work?
Sunny, joyful, holiday, youthful and optimistic, but also warning and distinguishing from the rest. Yellow generally evokes positive emotions, stimulates appetite, curiosity, but also introduces a hint of anxiety, and sometimes even hooks into arrogance. It is necessary to sense in which contexts it can be used. It will certainly be a good idea to draw attention in this way to a lower price, a promotion or to highlight a unique feature.
What does the color black mean?
Black stands for formality, elegance, power, prestige and luxury, classics, timelessness and minimalism. Black is also associated with a darker side lined with negativity, but in marketing it is not so perceived, excluding the funeral business, of course.
White – meaning and reception
It’s a universal background for the rest of friends from the color palette. We can talk about the softness, innocence and purity of white. It gives lightness and brightens. It is aesthetically pleasing, legible, professional in a minimalist way.
How does the color orange affect?
Orange hastens and prompts you to make a quick decision, sometimes on impulse. There is also something energetic and youthful about it. Orange shades can be associated with cheapness or a lowering of authority, but in combination with other colors, such as white and black, will make the whole thing can be called minimalist elegance and orange in this composition – a stimulant. Warm shades of orange indicate a friendly attitude and openness to others. This color effectively attracts attention, although on women, as it turns out, it can have a discouraging effect. Women also do not identify with the pink color, although it is attributed to them.
The color purple and its effects
It intrigues and prompts one to go beyond the patterns, awakens the imagination, opens new horizons, spiritualizes and sometimes arouses anxiety. It has a touch of nobility, richness and mystery. It attracts attention and makes one think that the product is unique. However, according to a survey of men, it discourages more than it delights.
Brown color and its influence
This color has not found recognition and is recommended not to dominate in offers or advertisements. Since it is associated with food and sweetness, it can only find its recognition in such products. Natural shades of brown, on the other hand, can work well in eco-type products. It turns out that both women and men are not fond of browns.
Gold color
A touch of luxury does not hurt, and this principle also works with the color gold, which will add glamour and sophistication. In combination with black, white, red and green, it sharpens the senses and tempts with an abundance of grace.
Gray color
Shades of gray do not evoke emotions, but it is worth using them in combination with other colors for multidimensionality and lightness. In a constellation with black and white, they will give the impression of luxury.
Combining colors and some rules
One color used in the entire range? That can’t happen anymore. How then to incorporate colors into our offerings?
- It is worth combining contrasting colors, using the color wheel and aiming for complementarity. Then we are sure that the message will be optimal and clear, such as black and white, purple and yellow, green and red or blue with orange.
- Sell and call to action with bright, intense and warm colors, such as yellow, red, orange, green, and avoid darker shades, such as black, dark gray, brown or purple, which you can use for standard messages.
- Remember about color balance when combining colors.
- The addition of gold or silver will add glamour and a sense of luxury.
Colors vs. target audience
Photovoltaics - comparing offers vs. personalization
Can color influence the purchasing decision?
So does the influence of color on purchasing decisions happen every time? Yes, and let’s always be aware of it. The psychological significance of colors has a great impact on all of us. It’s not always about a specific color, either – with the right combination or intense color, we also have an impact. That offer, which will trigger positive feelings in the customer and at the same time be substantive, has the best chance of being accepted.
