Colors have an important effect on emotions and behaviors.
When our eyes see colors, they communicate with under surface part of the brain called the hypothalamus, which sends signals to the pituitary gland and thyroid glands. The thyroid glands then release hormones, which affect our emotions, mood, and attitude.
The interesting fact is that color influences 85% of buyers’ purchase decisions. A case study shows that adjusting colors can increase conversion by 24%.
This study is called color psychology. Now, if you use the right colors, you will surely win.
Color Psychology
Color psychology is the study of colors in human behavior. It is related to behavioral psychology.
In a journal article on color, Satyendra Singh says that it only takes one and a half minutes for a customer to form an opinion about a product. And, 60-90% is affected by the color of that product.
It determines how color affects our buying decisions.
Does the color of a t-shirt compel us into a purchase?
Does the color of a button and icon make us click on it? The answer is “yes, it does.” But the “why does it happen” part is a bit more complex.
Color psychology is a must-study field for marketers, leaders, office managers, gardeners, brand designers, architects, chefs, product designers, packaging persons, store owners, and even schools while painting the classrooms for the new admissions!
In short, our product’s success depends upon our use of the color scheme.
However, the psychology of color is a controversial topic in website designing and marketing because the choice of color varies between individuals.
For instance, many people prefer blue to red, while even twins might pick different dress colors.
Use of Color Psychology
Colors impact up to 90% of an initial impression. It doesn’t matter if you’re developing software, designing a book cover, website, or simply branding your products.
In this article, I’ll discuss the use of color in website design, such as a website’s color scheme (graphics, headlines, backgrounds, borders, popups, and Icons.
This article covers the tips which can be applied to a wide range of areas, such as:
- Websites
- Logos
- Videos
- Menu bars
- Landing pages
- Email marketing
- Branding
- Social media posts
- Cover photos
- Product design
Proper Way to Use the Color Psychology
Use of color is a sensitive thing. You have to use it in the proper way, at the right time, with the target audience, and for the right purpose.
For instance, if you are selling princess castles, you don’t need to use a dark color website.
To sell princess castles and bouncers, you’ll have to use bright and vibrant colors, probably some pink, red, blue, greens, and maybe a splash of yellow or orange.
On the flip side, if you’re selling bangles to women, you don’t want to use brighter colors. Maybe that’s why Hermes uses light colors and white in their e-commerce background.
If you want to succeed at using color psychology, follows these four principles:
- The right audience
- The right way
- The right purpose
- The right time
Here are some color psychology tips to improve conversion.
Color Psychology Tips to Drive Conversions
Conversion rate optimization is the basis of building a successful website. The goal is to get the best return on investment and thrive, no matter who your competitors might be.
Following are a few color psychology tips to keep in mind.
1. Women preference of colors
There are sociological differences between color preferences.
Color and gender survey report reveals that 35% of women picked blue as their favorite color, 23% chose purple, and 14% green.
In the least favorite color, 33% of women confessed that orange and brown are their least favorite colors, while 17% don’t like gray.
It is a common misconception that pink is the universally loved female color. But, It’s not.
Pink may suggest femininity in color, but a tiny percentage of women like pink color.
If your e-commerce website uses colors other than pink, like blue, green, and purple, you may attract more female visitors. This results in improved conversions.
2. Men Preference of colors
If you’re selling to men, then the color choice might be different: blue, black, and Green, while staying away from purple, brown, and orange.
Blue, black and green is traditionally associated with maleness.
But these gender preferences are not the final color theory.
Gender is a slightly complex topic, and not all women or men will prefer/avoid the colors above.
3. Blue color
Blue is one of the most used and powerful colors for promoting reliability, peace, loyalty, and tranquility.
This color is often associated with the water and sky. It creates a sense of peace, order, and security.
Companies choose the blue color in marketing to build trust in their products.
Due to its psychological effects, you can use this color on landing pages.
The world’s biggest social network, Facebook, is blue.
A billion-dollar company, PayPal, also chooses the blue color.
If they were to try red or yellow as the theme color, they probably wouldn’t have the conversions.
Although blue is a great color, you shouldn’t use it in anything related to food.
Do you know why? Because people who’re on a diet use blue plates to overcome their eating habits.
4. Yellow Color
Yellow color is associated with warning. Hence, the yellow color is used for warnings, wet floor signs, and traffic signals.
According to some color psychologists, yellow is the color of happiness.
People associate yellow with the sun, and it evokes positive energy and creativity. Business Insider claims that using yellow in brands shows the fun and friendly side.
While yellow is considered a cheerful color, people are more likely to become angry in yellow rooms, making babies cry more in yellow rooms.
It can also cause nausea, though there are no shreds of evidence for these claims.
Do not use yellow color unless you want to cause anxiety in your audience.
5. Green Color
Perhaps the most soothing color connection is green; it is associated with nature and the environment. It’s associated with power, health, tranquility, creativity, and passion. Companies use green color to promote eco-friendly products or bio-production. This color evokes harmony and peace.
If your website focuses on nature, natural/organic products, and the environment, Green is an ideal color choice.
Green isn’t just about the environment and nature, though. Green is considered a good call to action color when used with the isolation effect or von Restorff effect. For example, the Statue of Liberty in New York is big, tall, and green.
Dell’s conversion icons are green.
6. Orange color
Orange color is associated with fun, competition, and confidence. It is used heavily by children’s product companies and sports teams.
Amazon.com uses orange color in the banners of “limited time offer.” It is actionable and suggests urgency.
It also uses orange in call-to-action icons, such as buy now, add to cart, and coupons.
The successful brand logo, Symantec, has a black and orange checkmark for its logo.
On the flip side, stats show 26% of people associate it with cheap products.
7. Black
Black color in many cultures, black symbolizes death, evil, and dark powers. But psychology associates it with elegance, power, sophistication, and tradition.
For example, Louis Vuitton uses black color in their site.
42% of customers consider black products as a high-quality item. Lamborghini also uses black color.
8. White color
In color psychology, white is the color of purity, simplicity, and safety.
It also symbolizes cleanliness, intelligence, and professionalism.
That’s why scientists and doctors wear white. To show creativity and a new beginning, companies use. For instance, the most popular search engine site in the world is all white.
Bottom Line
Color psychology has a huge impact on people and plays a significant role in conversions.
Different colors are associated with different cultures, so adapt your color choice as per your target audience.
You can accomplish your goals by using colors correctly,
- At the right time,
- With the right audience
- For the right purpose.
People buy your products from the prism of your colors. Each color evokes different emotions.
Hopefully, you’ll decide your right color through the palette. But, if you’re not sure about your color selection when building a website, then make few samples to go for the best.
Have you observed a color change effect on your conversions?
