“The soul becomes dyed with the color of its thoughts.”
-Marcus Aurelius Comfort.
It’s something all of us have or once desired in our lives. Whether seeking out the most comfortable spot for a late-night read or finding safety during stressful times, we crave a sense of normality and contentedness without the weight of all we have to do dragging us down. As much as we crave normality, many take advantage of this desire. Have you ever wondered why you feel drawn to buy one product over another, or have you picked the flavor of ice cream based on color alone? We seem to be drawn to specific products for unknown reasons. Whether it is from the creative packaging or the clever catchphrase that has been in your head for the last week, we tend to pick out items that fit who we are, who we’re buying for, or whatever looks the nicest on the shelf. Unfortunately for the average consumer, many companies are more than aware of this phenomenon. Have you ever bought an item that was way more than you would typically spend, but you were able to find an excuse as to why it was a justified purchase? To explain why we do this, there are two main reasons why the correct marketing and combination of these two ideas can make us hand over even the most absurd amount of money simply by catering to the want for comfort and satisfaction.
The first of the two reasons concerns comfort itself, or more specifically, a term called the comfort zone. A comfort zone can be described as “a psychological state in which things feel familiar to a person, and they are at ease and in control of their environment, experiencing low levels of anxiety and stress” (Tech). Knowing this, many companies try and capitalize off of this feeling. There are many self-care options available to consumers, with a range to try and fit the needs of all customers who walk through the door. And while this seems undoubtedly helpful to the consumer, it presents them with many options for anything and everything they might need. Say, for instance, you go in for one item to help boost your mood, knowing that there will be many more just like you; a store can have many different products and devices for “convenience.” Even though you only came in for a particular item, you have now been presented with around five more options that provide relief for what you were looking for. You’re also being given things that can help solve another inconvenience in your life, leaving you wanting nothing more than the urge to buy all of it.
The second reason has to do with a term called color psychology. “Color can play an important role in conveying information nonverbally, creating certain moods, and even influencing the decisions people make. Given that 90% of snap judgments are influenced by the psychological effects of color alone, it’s important to know what colors mean and what response they can elicit” (London Image Institute). Color is a powerful tool, and knowing what colors bring out the best effect for the situation is something many marketing professionals have perfected. Colors like red and orange can make you feel or look robust, but receiving a test back marked with red ink can be the worst possible feeling. Pastel colors can draw one in because of their soft and almost gentle nature and quickly drive one away for the same reason. There may have been many occasions where as a child, you picked what flavor of ice cream you wanted, not by what it was supposed to taste like but by what color it was. If retailers had their products in every color imaginable, then there wouldn’t be anyone who wouldn’t be tempted to buy the product because of the packaging or their vast array of shades.
The linking of emotions and convenience in marketing is not unheard-of in today’s world. In a world where a quiz about ‘What Primary Color are You’ is one of a thousand of its kind, most can agree that comfort is a significant factor in how one feels or sees the world around them. That can range from picking the color of a car to choosing a snack food brand over another because it ‘just speaks to you.’ At the same time, you may be more than aware that many companies and brands use this unconscious bias to their advantage. Sometimes, we’re more than willing to fall into the trap of doing what they expect from us to receive a reward, but becoming more familiar with what can influence our decisions can make all the difference.
Works Cited
London Image Institute. “Color Psychology: How Do Colors Affect Mood and Emotions?” London Image Institute, 24 Jan. 2022, londonimageinstitute.com/how-to-empower-yourself-with-color-psychology.
Tech, Array. “The Psychology of Comfort Zones.” Array Behavioral Care, 24 Feb. 2022, arraybc.com/the-psychology-of-comfort-zones.
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