The price movement of a share is driven by the balance between the number of people wanting to buy or sell at any given time. This is known as supply and demand and linked to investors’ views on the company’s future prospects. If the outlook is improving, more people might want to buy the shares and willing to pay a higher price for those shares. But if a company’s prospects are less rosy, fewer people may be willing to buy the shares or more people might look to sell shares, causing the price to fall. Discover more with our beginners guide to investing in shares.