Color is king when it comes to driving consumer purchases. We respond on a deep emotional level, which makes
sense since our eyes send information about color directly to the hypothalamus—the part of the brain responsible for motivational behavior, like telling our bodies if we are hungry.
The hypothalamus regulates emotions, sex drive and feelings like anger and arousal. Color stimulates our brains and can actually increase impulse shopping.
Not only that, but color is the language of fresh with bold and vibrant hues signaling newly-picked produce. For supermarkets to put their best foot forward in their fresh food departments—produce, seafood and meat—the right light is critical. Customers want to see their food in its natural color to view the actual freshness of the product.