Find out how the colors arouse the desire to buy

Some shades are used to activate the areas of the brain, leading to the need to acquire something

In the month of consumers, commercial bets on various strategies to attract buyers and the use of colors can be one of these. Vibrant advertisements, decorated shops and flashy showcases are not only a visual whim of the period, but techniques that activate specific areas of the brain, arousing emotions and impulses that can lead to unbalanced shopping.

Dr. Fernando Gomes, neurosurgeon, neuroscientist and professor at the Faculty of Medicine of the USP (University of San Paolo), explains that the The brain works With the reward system and sometimes the colors can be connected to the memory of something that has been pleasant, making the person tend to buy products with that shadow, to refer to something happy they lived.

Colors that stimulate the areas of the brain

According to the doctor, although feelings are subjective, some perceptions are universal, that is, they happen similarly to many people. “It is therefore possible to understand why red is present in the logos and windows of the main brands, since this color activates the tonsil area in the brain and inspires energy, emotion and dynamism. The black color is also perceived in the same cerebral region, but transmits nobility, refinement and triggers emotional memory”, he explains.

Other shades, which transmit tranquility and serenity, can also influence the decision at the time of purchase. “Green and blue are included from another area of ​​the brain, the prefrontal cortex, which helps to make decisions and emotional responses”, adds Dr. Fernando Gomes.

The absence of white also has an intention behind it. “It is much more difficult to find shops and brands they have the white color As a predominant, since this “absence” of color is perceived by the brain in the left front cortex, an area responsible for logical thought and promotes the feeling of calm that attenuates the desire to buy “, explains the doctor.

Tips to avoid unnecessary purchases

To prevent the influence of the colors leading to the purchase of impulses, Dr. Fernando Gomes lists some suggestions. Check:

• Making a list of what is really necessary helps the brain to maintain attention, and this is one of the greatest allies that the brain can have;
• Practice car -contollo Looking for the lowest price, it is also an important mental exercise;
• The feeling of losing control can be a trigger for diseases such as depression, and this is common in people who contract debt;
• Give to a person who loves himself helps to create an automatic brain process that makes the human being more empathic. “Doing good for others also ends up doing well too, even if it costs money,” concludes the neurosurgeon and the neuroscientist.

By Mayra Barreto Cinel

Source: Terra

Ben

Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.