Do you know why most restaurants have a red logo? That’s because red increases appetite and makes you feel hungry. Most eateries shower their walls with scarlet to subliminally entice you in. Most tech companies have a blue logo. No, they’re not impressed by Facebook. This is because blue inspires trust.
These are facts proven by many psychological studies. Each color triggers a different part of our brain and triggers a certain ‘emotion.’ Businesses have learned to use those emotions to form a connection with their customers. No wonder brands spend millions of dollars on logos every year. And websites are no exception.
In the digital era, your website is the face of your brand. Your websites colors are not about attracting traffic. Your customers cannot see the colors unless they have already arrived on the site. So, is it about impressing them? Colors can do a lot more than impress and engage customers. Your website colors can impact the decision of the user. In fact, they can improve your conversion rate.
Colors in Numbers
If you still feel that the connection between colors and conversions is exaggerated, we have numbers to support our claims.
According to a study, 90 percent of the product assessment is influenced by colors. Colors play the most important part in a successful product purchase. 85 percent of that decision is driven by the effect of colors on your mind. Since our mind can process visuals 60,000 times faster than text, your website visitors will notice the colors before they notice your taglines.
Yes, color psychology is not a made up field. A clear understanding of how each color influences your customer’s decision can help you improve conversion.
However, you need to understand what kind of emotion would get you the desired response. Do you want your customers to like you as a friend or trust you as an expert? Would you like your brand to
appear professional and trustworthy or fun and interesting? Do you want to appear tough and competitive or classy and sophisticated ?
You need to understand what your prospects are looking for in a brand and use the right colors to let them know they have found the right place.
Now, choosing a color that can get the desired response from the user is not an easy task. You cannot choose the color you like the most. There are several aspects you need to consider before you make the final decision.
Learn The Basics
Different combinations work differently. However, each color has a certain psychological effect and you can use that knowledge to create the right combination. Below, I summarize what some common colors mean.
- Yellow – It is the brightest of colors. It can evoke positivity and happiness.
- Red – Red is an intense color and it can trigger passion, need, and urgency.
- Blue – Blue establishes trust. It is called the color of corporate America.
- Green – Green denotes wealth and health. It creates a balance.
- Orange – Orange denotes confidence and competitiveness.
- Black – Black signifies power and strength. It is a tough color to work with.
- Pink – Pink is indeed a feminine color. It symbolizes beauty and style.
- Gold – Gold is for elegance and luxury.
Know Your Customers
Girls like pink. Boys like blue. Color psychology goes deeper than that.
However, gender plays an important role here. That is the reason female and male products are branded differently. You might laugh at all those fragile masculinity memes, but male minds prefer dark colors. Similarly, a female brain is conditioned to prefer softer colors.
Other than gender, the age group of your target audience is also important. Young people are more inclined towards fun and adventurous brands while older demographic still prefers trustworthiness and professionalism over anything else.
Identify your most potential demographic and use the right colors to create a brand personality that speaks to them. You can use the analytics tools to identify your target audience. You need to keep consumer behavior in mind when designing both your website and your mobile app.
Find the Connection
Business and customers are two different entities connected to the product/service. If you know how your customers perceive your product/service, or how they will use it, you can make a good color choice for your website.
For instance, if you have a landscaping company, green would be an obvious choice. If you have a bakery or a candy shop, pink would be a nice color to go with. It is always a good idea to use a color that somehow represents your product or service.
Never try to use a lot of colors to attract different buyers. Too many colors cause emotional chaos. Experts believe you should stick to the three color rule. 60 percent of the design should have the primary color, 30 percent should be your secondary color and 10 percent accent colors. While primary and secondary colors should be part of the theme, accent color can be used for attention-grabbing parts such as CTA buttons. Balance it all out with white. White will prevent the chaos.
Remember, having a clear, simple and direct CTA can boost e-commerce conversions.
Color can impact our emotions and influence our actions. Using the right color on your website will help you make a good impression on your visitors. It can make them feel a connection between what they need and what you offer. Therefore, if used smartly, colors will increase conversion. Don’t forget that your website must be functional. So make sure you use good coding practices and smart design to keep your website running at all times.
Sohail Rupani is a Senior SEO Strategist for an agency known for best SEO Services in Florida ‘PNC Digital‘. He specializes in SEO and SEM techniques. He is passionate about technology and loves to analyze the tech industry in his spare time and stay in touch with the latest happenings. He also writes technical articles about SEO and digital marketing. Follow @sohailrupani for more updates.