If you’re like most people, you are subconsciously influenced by color. Psychologists have long known that color has a strong impact on mood and is a driving force behind behavioral and decision-making processes. Advertisers are aware of this too, and use color to their advantage when promoting products and services. Opinions vary on just how strongly color influences purchases; some surveys have shown color to be the primary motivator in 85 percent of buying decisions and at least a partial factor 93 percent of the time, though personal reactions are highly subjective. Regardless, color does play a significant role in purchasing decisions and brand perception.