Our brains are super. We recognize colors and brands based on the colors that they come in. We do this with Lakeland marketing materials, too. This is the reason why companies use the same colors on their marketing materials. It’s not because these are their favorite colors. There is a psychology behind their choice of colors.

Colors speak a language that everyone understands. We react almost similarly to all colors that we see in the aisles. These colors can communicate with us on an emotional level. We all know the psychology of color—red for passion, white for cleanliness, yellow for happiness, and black for gothic. But it goes far beyond that.

Even in pharmaceutics, the industry uses colors differently. They make sleeping pills blue and stimulants yellow and red because these are the feelings associated with those colors. It’s effective, too. A study suggested that placebo is almost always guaranteed with these colors.

Do you want statistics? Here goes: more than 85% of consumers said color is the primary reason why they buy what they buy. Up to 90% of impulse-buying decisions happen because of the psychology of colors. According to research, around 42% of consumers form their opinions about websites based on the colors the web designers used. Cleaner and crisper colors tend to have more appeal to web users.

And do you know that more than 52% of the time, web users leave a website and never return because of, yes, poor color choice and inferior design?

Colors, apparently, have a direct impact on consumer behavior. For instance, red, royal blue, black, and orange are most effective when used to attract impulse buyers. If your Lakeland marketing is targeting sale hunters, you should use teal and navy blue. For those shopping for clothes, sky blue, pink, and other soft pastel colors are the colors to use.

But it’s not just about what colors to use for your marketing materials. It’s also about what colors you should avoid. For example, brown, gray, and black should not be used for feminine hygiene products and yellow and orange are kind of a no-no for banks, too. These colors don’t match the associations we have made in our brains.

Where do we get these associations? It’s part science, part instinct, and partly how we are formed. Nature dictates that we see red for fruits as the right color because it means ripe and sweet. One cannot use brown when packaging fruits because it would be associated with over-ripeness.

When building your Lakeland marketing campaign, make sure to use the right colors that will appeal to your target market.