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How to choose the best colors to trigger the impulse to buy

January 3, 2023 ◊ By Georges Wansek

How to choose the best colors to trigger the impulse to buy

How to choose the best colors to trigger the impulse to buy

Choosing colors for a brand, for products, graphics, ads, etc… and more specifically colors that will trigger the impulse to buy can be an overwhelming task. There are usually a few questions that come to our minds when we think about color selections:

  • Do we like them?
  • Will our audience like them?
  • And for products, will they buy?

Now, let’s be clear, colors aren’t the only factor that affect buying decisions. We can all agree that people must first have a desire/need for whatever it is they’re buying.

However, research shows that colors have a psychological effect on consumers as they play a role on how they feel, and that colors in marketing influence the way customers buy.

Take five minutes online to research "colors buying behavior" and you’ll find hundreds of articles on the effects of colors on consumer behavior.

So how do we go about choosing the best colors for our brands and products?

In my opinion, true data and facts are the best, and there’s no better way than conducting our own research with our own audience. This is exactly what I did.

I recently conducted a survey for an eBook cover with different color schemes and was curious to see what the results were going to be.

The survey was simple. I designed an eBook cover with 6 different color schemes and asked for feedback.

The results?

ebooks that sell cover survey 1

Yellow got almost 50% of the votes.

But what was also very interesting were some of the comments and suggestions that I received.

What does this mean in this scenario?

  • Yellow cover is the clear winner with 48%
  • The red cover, blue cover, and dark with orange cover are close seconds, and together represents 70%
  • There were suggestions to adjust some of the color schemes that could increase their potentials

A solution to satisfy more people

There is an easy solution that most of us would most likely not implement for an eBook or even a book, and that is to offer 3 or 4 cover options. After all, eBooks are just like other regular products, why couldn’t we offer them with a few cover options to choose from?

That’s what I’m going to do!

Based on the suggestions and comments received, I’ve created variations of the red, blue, and dark and orange covers.

Please take a minute to cast your vote below.

Lessons learned from this experience.

  • Colors have an impact on behaviors
  • Conducting surveys is a great way to get insights
  • When possible, providing multiple options for people to choose from can be a simple solution with great benefits

Quick question: what do you think of the idea to provide an eBook or a book with multiple color scheme covers? Let me know in the comments below.

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2 thoughts on “How to choose the best colors to trigger the impulse to buy”

  1. Is this going to be a digital download book? If so, giving choices of cover color may be a good option. It may give the person control, too.

    1. Hi Nikki, yes, it’s going to be a digital download. What I’m hearing is that having choices for covers with different colors is a good option. I can’t wait to see which colors will be chosen. Thank you for your comment.

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