When considering
color, consider what color represents. According to Leatrice
Eiseman, director of the Eiseman Center for Color Information and
Training, executive director of the Carlstadt, NJ-based Pantone
Color Institute, and author of the Pantone
Guide to Communicating With Color and Colors
for Your Every Mood," 60 to 70 percent of the buying
decision is made at the point of purchase. With so many products
vying for the consumer's money and attention, the effective use of
color is one way to capture their attention. Consumers are in an
emotional mode when they shop. And when they are in an emotional
mode, they are more visually attuned." With that in mind, let
us explore the emotional impact different colors have on the
buying market.
