PR 85 percent of consumers buy products based on color The most important factor to shoppers? A product’s color. Get more statistics about the importance of color that may surprise you. By Regina WoodJune 13, 2012 SHARE Ragan Insider Premium Content Have you ever wondered why Target chose that particular shade of red for its brand? Or why Starbucks uses green in its logo? To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.