According to research from Clicktale, as many as 76 % of big data professionals admit that consumers are fundamentally not rational when they shop.
In a recent article published on www.entrepreneur.com, Liraz Margalit explains how "consumer buying behaviors are heavily influenced by a person's impulses, behaviors and moods. Unlike repeatable rational decisions, brands will inevitably have difficulty tracking and predicting future purchases if those purchases are based on impulses and emotions. The behavior of a consumer can vary drastically from day to day, with a good or bad mood directly impacting how they perceive their interactions with a brand. What was considered a positive customer experience one day might be perceived as negative the next -- all because of the customer’s changing mood."
According to her "brands must recognize the nuances they can use to advance their customer relations and become more successful."
As an universal language conveying emotions, colour speaks to the sensibility of everyone with a direct influence on the state of mind and the mood. We empower brands with the development of meaningful customer experiences based on colour.
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