Influence of Visual Cues on Buying Behavior
Retail environment is an art of persuasion, which includes many factors that affect on consumer buying behavior. Though, most customers make their choice in favor of a product spontaneously, and a major role in this case has an attractive appearance of the products. During promotion new products to the market, often the most important visual cues are size, shape, light, and color of the product. Experts are unanimous on the importance of the visual view of packaging and are not inclined to belittle its role in creating the image of the product. It is not a secret that in a competitive environment, especially if the market includes a large number of goods, similar in composition, purpose and other features, the product’s fate depends on its design. The customer makes an impulsive and unplanned purchase under the influence of intelligently designed product appearance. Visual cues affect the person in the way that his or her mind does not perceive this.
One of the most influential visual cues on consumer buying behavior in a retail environment is size of the product. According to Postlethwaite Gerry (1991, p. 154) more than 20% of consumers are guided solely by the big or small, compact or inconvenient product’s size. As well, human choice depends on the convenience and portability of the bought things. If it is some technique product, of course it is expected to not take plenty of place in the room, apartment or even in the pocket of the consumer. Therefore, if a man or woman came to the supermarket to buy a lot of goods, the number of those, which can be transported directly related to the product’s size and shape. It has to be admitted that packaging shape is the key to a hidden code inside customer’s unconscious psyche. For example, architectural elements are unconsciously perceived such feelings as order, organization, and evoke a sense of reality, responsibility and duty. That is why almost product packages have a shape of the proper geometric figures.
Product packaging light and color are also important and influence on the consumer’s choice while buying the items. Particular colors and lights draw attention and are involved in shaping the image of goods. Thus consumers emphasize these cues as in the retail environment they are observed first. In the choice of a particular color always considered historical cultural preferences of potential buyers. It is well known that one and the same color in different countries is interpreted in different ways. For example, black color in the West is considered the color of mourning and sadness, but in many Asian countries these emotional meanings have white color. In addition to this not mind-controlled association, product’s light and color in the consumer’s representation call up desire to buy the product. The most of the customers faster pay attention to the bright and light colors. Each light and color means how it perceived on a psychological level. This discovery was made by the Swiss psychiatrist Max Luscher, who developed the so-called color test that shows human choice and its influence on buying behavior according to the certain attitudes and mood (Sandhusen Richard 2000, p. 113).
Visual cues such as size, shape, light, and color are important for manager because of his or her responsibility to ensure consumer in the environmental safety and quality of goods. For the good manager visual cues of the product are necessary help, which is able to increase selling and attract more customers in the future. Successful manager clearly know range of products and its features, skills to not only get clients though to establish with them a long relationship. The role of the product’s visual cues in all these cases is huge: item with the practical size, well-shaped, and nicely presented with the light and color will always be popular among the consumers and increase manager’s progress and career.