I can't resist Apple's new green iPhone, even though I know it's a marketing stunt. Here's why experts say color is so seductive.

• When Apple unveiled the alpine green iPhone 13 this month, I instantly wanted it.
• About 85% of buying decisions are dictated by color, according to Pantone Color Institute.

As soon as Apple unveiled its latest iPhone this month, I knew I wanted it.

It was the same model Apple debuted last fall with identical functionality — but this version was dark green. Or, as Apple called it, alpine green.

But right as my brain signaled delight and desire over the new shade, another thought arose: was I being shamelessly seduced by a trillion-dollar tech giant into giving them more money?

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The answer is probably yes — but I'm not alone.

Color plays a pivotal role in why we buy things

I've often felt a tinge of embarrassment over how easily swayed I could be by color and design.

When it comes to Apple products specifically, I remember feeling torn between the light blue and mint green versions of the third-generation iPod Nano in 2007.

But it turns out that my color-driven spending habits aren't unique. Color influences up to 85% of product purchasing decisions, according to Laurie Pressman, vice president of the Pantone Color Institute.

"With about 80% of human experience filtered through our eyes, the first challenge is to grab the eye, and nothing does that better than the thoughtful use of color," she told Insider via email.

Apple's color choices are part of a bigger strategy

The alpine green iPhone — available as both an iPhone 13 and iPhone 13 Pro — was unveiled about six months after the original iPhone 13 lineup and about six months before the projected release of the iPhone 14.

That makes this a prime time to invigorate sales.

It's a pattern Apple has now followed for the second year in a row: In April 2021, we were treated to a new colorway of the iPhone 12, that time in purple.

By releasing a new eye-catching color, Apple is hoping to stand out in a world where our attention spans have shriveled to mere seconds, according to Pressman.

"What brands offer needs to catch the eye of the consumer that much more quickly and be captivating enough to entice them to make a purchase — color is the ideal medium to create that engagement," she said.

As for the new shade, Pressman said alpine green evokes some pleasant associations, like nature. Society's focus on sustainability and good health — which our brains might associate with the color green — has helped turn the shade into "a contemporary fashion staple," she said.

Indeed, green is already popping up everywhere in 2022, from home decor to fashion. And Etsy chose emerald green as its color of the year for 2022. The color symbolizes harmony and growth, as well as royalty and refinement, Dayna Isom Johnson, Etsy's trend expert, wrote in a blog post.

Color will continue to play a powerful role in tech

Given green's current popularity in design, it's no surprise that the shade is now showing up on our tech gadgets.

The ubiquity of smartphones and wearables has made them like any other accessory — a way to show off your personality — which means color is starting to play a more important role in tech, said Reiko Morrison, the head of color, material, and finish in the consumer tech category at trend forecasting company WGSN.

There will always be people who prefer minimalist, muted tones, but there's a strong movement toward vibrant colors for two key reasons, she told Insider by email.

One is Gen Z: young, digital-native generations may gravitate towards vivid colors that are similar to the colors they are used to seeing on screens. Morrison said she expects to continue seeing colors that became popular in the digital world applied to physical products.

But ultimately, color makes people happy — a feeling many people are seeking right now.

"Part of this is driven by our need to get out of the pandemic doldrums and cheer ourselves up," she said. "Our response to color is very visceral and emotional, so the brighter hues tend to cheer us up instantly."