It has been proven that colour plays an important role in our memory. This occurs because our senses find colour to be extremely appealing. Psychologists have determined that humans remember facts presented in colour much more easily than those offered in black and white. At any given moment, upwards to 90% of what our brains are processing is visual. And we process visuals 60,000 times faster than plain text. This explains the increase in the use of infographics to help relay facts. Visuals, be they photographs or diagrams, greatly influence how we make purchases. When colour helps to clarify the visuals, the brain finds it easier to recall the information. 93% of buyers will focus on a product’s visual appearance and 85% will make a purchase based on a product’s colour alone. In her book, Colour Psychology Today, June McLeod says, “One of the greatest assets and one of the easiest ways to sway decision or attract an emotive response – or alienate a consumer – is through colour.” You may not remember that brand of tea that you last purchased, but chances are you remember the colour of the packaging.