Washington: People subconsciously associate specific colours with certain feelings, and this has affect on how much you spend at a mall, according to marketing experts. Keeping in mind that people subconsciously associate specific colors with specific social or cultural messages, retailers carefully select the colors they use in an effort to get you to loosen your purse strings, the experts said.

Some colors, like black, blue and orange, inspire feelings of trust while yellow is most often used by fast food establishments as it evokes energy and increases appetite, media reported. For example black is the signature colour of sophistication. It dominates high-end makeup packaging and can even make inexpensive blushes and lipsticks seem more upscale.

Blue is a favourite for many people and it connotes trust and dependability. So, it is the most chosen logo color for financial institutions seeking to make people feel secure. Blue can also improve customer loyalty. A 2003 study published in the Journal of Business Research found that patrons are 15 percent more likely to return to stores with blue color schemes than to those with orange color schemes.

On the other hand burgundy reminds us of all things rich and refined. Its prismatic cousin, brown, has similar connotations of luxury. Green is often used by retailers to attract eco-minded clients. The color orange is associated with fairness and affordability, which is why it is mostly found at stores offering good value.

Pink-in particular, a shade close to bubble gum-has calming effects, according to research published in the Journal of Orthomolecular Psychiatry. Scientists found that seeing pink slows people's endocrine systems and tranquilizes tense muscles. How that might influence your wallet: Feeling relaxed may make it less painful to part with cash.

Although plenty of shops embrace red and still find financial success, market experts have warned that, just like a stop sign, a red placard can make consumers hit the brakes. It serves as an alarm, triggering a more careful consideration of our outlays.

Purple reigns in the beauty industry, especially in the category of anti-aging products. When people see it, they think of royalty. Consequently, a purple box may help persuade us that the product has special properties and is worth a princely sum.

White suggests simplicity and purity. It also stands for modernity and honesty. Seventy-five percent of top skin-care brands are packaged in white. Often used by fast food establishments, yellow evokes energy and increases appetite.

Experts who contributed to this report include Adam Alter, an assistant professor of marketing at New York University and the author of the forthcoming book Drunk Tank Pink ; Barry J. Babin, the chair of the department of marketing and analysis at Louisiana Tech University, in Ruston; Rajesh Bagchi, an associate professor of marketing at Virginia Tech, in Blacksburg; Leatrice Eiseman, based in Bainbridge Island, Washington, the executive director of the Pantone Color Institute; Karen Grant, a vice president at the NPD Group, a market-research company in Port Washington, New York.

(Agencies)

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