The effects of color in psychology have only expanded year over year. Today they’re shown to affect appetite, mood, memory, and attention. It then should come as no surprise to learn that colors are extremely influential in many facets of life. Two of the most prominent being the home and marketing.

In the home, several colors are undeniably common. Softer blues, gray, tan, and even black dominante the walls of different types of homes. This is because homes with these colors sell faster, for more, and are generally well liked. In contrast homes covered in brightly colored or less desirable colors plummet in value. Brown for example brings down the price of a home by over $2,000 on average.

On the other hand, in marketing and branding, all these colors take on very different meanings. Bright red is now one of the most powerful colors, leading to more sales conversions than any other. Black in contrast is now a color of visibility, and specifically appeals more to men than women. The context of the color matters just as much as the color itself.

This is the power of color in marketing. Modern shoppers today consider color above any other factor. Meaning color can account for up to 90% of the decision to purchase. It sounds unrealistic, it sounds impossible, but color holds its power subconsciously. The average consumer may think a particular color looks nice, but the real power happens on a level that isn’t perceived. This is the power of color in marketing.