This is especially true in the floral industry where purchases not only reflect interior design colour trends but also personal messages associated with gift giving.

It is common knowledge that that colour is a catalyst for affecting mood and behavior in marketing. In fact, numerous studies have confirmed the correlations between colours and behavior to aid marketers in engaging consumers and ultimately into buying their products.  (Keri, The Science of Colors in Marketing and Web Design)

Here are some quick facts about colour (Jill Morton):

• 92.6 % of survey respondents state visual factors are most important when purchasing products. (Secretariat of the Seoul International Color Expo 2004);
• People make a judgment about a product within 90 seconds of initial viewing.
• Between 62% and 90% of assessment is based on colour .(CCICOLOR – Institute for Color Research);
• Colour increases brand recognition by 80%  (Source: University of Loyola, Maryland study);
• Ads in colour are read 42% more often than the same ads in black and white.

Colours enhance the appearance of merchandising and influence consumer behavior making it critical to consider the impact of the colours used on target audienced. For example, fast food restaurants decorate with vivid reds and oranges to encourage diners to eat quickly and leave.

Colour also affects shopping habits. Impulse shoppers respond best to red-orange, black and royal blue while those who plan to stick to their budgets respond best to pink, teal, light blue and navy. Traditionalists respond to pastels: pink, rose, sky blue.  (June Campbell, The Psychology of Color in Marketing)

Source: Floriculature International