This document discusses how different colors psychologically influence consumers and can be used strategically in automotive showrooms. It provides information on the common associations and meanings of different colors like red, blue, yellow, green and how they may stimulate certain emotions or decisions. For example, red can stimulate excitement but too much can be off-putting, while blue promotes trust and rational decision-making. It also summarizes data on what colors consumers commonly associate with qualities like trust, security, speed, quality. For example, most associate blue with trust and black with quality. It concludes by noting impulse buyers prefer bold colors like red and royal blue while traditionalists prefer softer colors like pinks and sky blue.

1. Shoppers who intend to
stick to a budget
are mostly influenced by pink, teal, light blue and navy.
The importance of colour
in your automotive showroom
AN INFOGRAPHIC BROUGHT TO YOU BY
What’s in a colour?
Red
Best colour to stimulate sales when used in
small amounts.
Known as ‘the buying colour’ - stimulates
consumers to take immediate decisions
and commit irrational decisions.
Causes excitement.
If used in large amounts, it can turn off the
more-subtle customers.
Can be used to draw attention to a specific
message or area.
Very energising, increases heart rate and
sense of urgency.
Purples
Violets
Associated with spiritual healing, wealth
and royalty.
Creativity is associated with purple and
using it too much can cause introspection
or distraction as thoughts begin to wander.
Blue
A colour of trust, dependability and rational
decision-making.
These connotations are why a lot of banks
and other businesses use this colour.
Can however be perceived as distant, cold
or unfriendly.
Black
Associated with affluence and seriousness.
Strength and authority, elegance, formality,
independence and control .
On the negative side, black can suggest
evil, mystery and depression and death.
White
Associations with light and purity.
A largely neutral colour with positive
connotations.
Orange
Causes surge of energy and protects
against the negative impact of external
factors.
Associated with affordability.
Attention grabber, use as an accent colour.
Combines red’s power and energy with
yellow’s friendliness and fun.
Representation of physical comfort.
Colour of motivation.
Aggressive – creates call to action.
Yellow
First colour seen by the retina, the easiest
colour to visibly see and the first infants
respond to.
A colour which suggests optimism,
happiness, cheerfulness.
Good at lifting spirits, increasing
confidence and providing inspiration.
Green
Symbolic of growth – in the physical world
or in income and wealth.
Relaxing, feelings of outdoors, forest and
grass.
A passive colour meaning minimal
stimulation but also minimal negative
impact.
The easiest colour for the eyes to process.
What does colour mean to consumers?
Trust
Most chose the colour blue (34%), followed by
white (21%) and green (11%)
Security
Blue came out on top (28%), followed by
black (16%) and green (12%)
Speed
Red was overwhelmingly the favourite (76%)
Cheapness
Orange came first (26%), followed by yellow
(22%) and brown (13%)
High Quality
Black was the clear winner (43%),
and blue (20%)
High Tech
Even split, with black the top choice (26%) and blue and
grey second (23%)
Reliability
Blue was the top choice (43%), followed by black (24%)
Courage
Most chose purple (29%), then red (28%), and finally blue
(22%)
Fear/Terror
Red came in first (41%) followed by black (38%)
Fun
Orange was the top choice (28%), followed closely by
yellow (26%) and then purple (17%)
Matching the colour to the buyer
Impulse buyers
are most affected by red, orange and royal blues
Traditionalist
shoppers
best respond to pastel pinks, rose and sky blue.
Interact Showrooms are the UK’s only specialist automotive showroom provider, specialising in the design,
manufacture and installation of furniture for showroom environments.
To find out more visit www.Interactshowrooms.com
References: https://blog.kissmetrics.com/color-psychology/ http://digitalmarketingmagazine.co.uk/articles/how-does-colour-affect-consumer-behaviour/1538 http://amiemt-journal.
com/test2/vol2-no1/2.pdf https://curatti.com/how-to-color-your-brand-color/ http://www.mblsolutions.co.uk/colour_on_buying_behaviour https://www.surveycrest.com/blog/6-
reveal-ing-facts-about-color-psychology/ http://neurorelay.com/2012/06/28/color-psychology-of-consumer-decision-making/ https://coschedule.com/blog/color-psychology-
marketing/