"Did you know that consumers make a decision about a product within 90 seconds, and 90% of that decision is based on color alone?"
"In this exclusive interview, Forbes Women Editor Maggie McGrath sits down with Skye Kelley, President of Pantone, to discuss why color is a critical factor in business strategy, brand equity, and consumer psychology."
Consumers commonly decide about a product within 90 seconds, with color accounting for roughly 90% of that initial decision. Color elicits immediate emotional responses that influence perceived quality, trust, and preference. Consistent color use strengthens recognition and long-term brand equity across packaging, digital channels, and environments. Strategic color selection informs product design, marketing, and audience targeting by aligning hues with cultural associations and consumer expectations. Color forecasting and standardized color systems support consistent application, faster creative decisions, and measurable effects on conversion rates and purchase intent.
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