The importance of colors in our everyday lives cannot be overstated. From the clothes you wear to the shampoo bottle you pick, you make color-related choices every day.
Colors affect the way we perceive and consequently react to different things.
This is the idea behind color psychology, and it is supported by the statistic which claims that 84.7% of consumers say color is the primary reason for making a purchase.
In business, even a seemingly small decision can define how successful a venture is.
Most consumers make a quick assessment of a product within 90 seconds, and about 62 to 90 percent of the judgment they make is based on color.
Therefore, it is essential that careful considerations be made before deciding on the color for your website or branding in general.
So, how can you be sure you made the right choice? Although there is no exact answer to that question, this article aims to provide insights on how to utilize the psychology of colors.
Understanding the effect of various colors
Monitoring trends in your industry is an essential part of ensuring you give yourself a head start in the never-ending race against competitors.
When it comes to color, there are always shades that seem to be more in vogue than others.
However, the concept of color psychology delves much further than passing trends and explores more permanent, psychological effects of different parts of the visible spectrum on human emotions and behavior.
In order to take advantage of color psychology properly, it is crucial that you understand which emotions different colors evoke.
While there are differences in the way cultures, age groups and even genders perceive and react to various colors, there are some rather universal associations which can serve as useful guidelines.
Green, for instance, is used to depict growth, success, and nature, while red signifies passion, importance, and danger.
Depending on the industry, there are different sets of desirable qualities businesses wish to convey to their consumers.
Therefore, make sure you pay particular attention to how well the colors you’re using correspond to the brand message you’re trying to communicate.
Another important consideration is your target audience. For instance, studies have shown that women like purple, while men do not.
With that in mind, if your company caters to the male population, lilac probably shouldn’t be your first choice as the main color.
Effect of colors on Calls-to-Action (CTA)
When it comes to website design, color plays a role more significant than mere aesthetics.
It can even affect the conversion rate of your website. It is simply not enough for a visitor to enter into a site, read its contents and then close the site.
Although keeping visitors glued to your site for a while is a big first step, it takes more than that to move your business forward.
There is always some form of the desired action your visitors need to complete in order to achieve a conversion.
Some examples of these actions include subscribing for your newsletter, searching for more information on your site, making a purchase from your site, filling out a form on the site, and so on.
This is where call to action buttons come in. A CTA serves the purpose of guiding visitors of a site towards a specific conversion.
It is one of the most critical parts of your landing page, as it plays a deciding role in whether visitors to your site become future customers.
Besides the size and style, color is a determining factor in achieving what’s most important in order for a call to action button to be effective — visibility.
Some common examples of CTA buttons include:
- Download buttons
- Add to cart buttons
- Sign-up buttons
- Free trial buttons.
Since drawing attention to your call to action is so essential, bright, contrasting colors are a popular choice.
Testing carried out by HubSpot indicates that red CTA buttons got 21% more clicks than green buttons of the same shape and size.
Whichever color you choose for your call to action button, it’s wise to refrain from using it in other elements on the page in order to help it stand out.
Another way to ensure visibility is by making sure that it contrasts well against the background.
It is vital to reiterate the importance of colors in marketing today. One study indicates that the human brain prefers recognizable brands when creating a brand identity.
Apart from picking the appropriate colors, it is vital that you apply them correctly for the best result.
If you notice that your site has a high bounce rate, or your CTA button is not getting enough reaction from visitors on your site, perhaps it is time to review the design of your website taking into consideration the importance of colors and how to incorporate them.
Here is an interesting infographic around color psychology.