Did you know that the color red has been proven to increase consumers heart rates? Or that purple is used to create a sense of calm in customers?

This infographic from KissMetrics (hat tip to PFSK) suggests the myth of the rational economic consumer is complete bunk. The next time you reach for a black or orange item, realize that you've fallen prey to the impulse shopper portion of the retail color wheel.

Check out the infographic below to see how retailers believe you'll respond to the subtle art of color choice.