The answer is yes it can. According to an infographic released by Skilled, up to 90% of a consumer’s initial judgement of a product is based on color. The relationship between colors and emotions is one that is interesting to marketers, as most purchases are driven by emotions and the response that a person has to a product. It is not until someone is told to stop and think of all the times they have been influenced by the color of something that they are made aware that they were influenced in the first place. Before the relationship between color and website conversions is discussed, here are some quick facts to illustrate the power of color:
- A typical product assessment takes 90 seconds, and in this 90 seconds between 62% and 90% of the product judgement is based on color alone.
- Color impression is responsible for 60% of how a person responds to a product and whether they decide to accept it (and purchase it) or reject it (and decide not to buy it).
- 80% of brand recognition is based off of color.
- Color is the main reason why 84.7% of consumers purchase something
The Psychology Behind Each Color
Red
Represents: Life, Excitement, Boldness
- Increases heart rate and creates a sense of urgency
- Is the most emotional color
Popular Branding Use:
- Food
- Technology
- Transport
- Agriculture
Blue
Represents: Productivity, Tranquility, Trust
- One of the most popular colors because it can be seen by everyone, including those who are colorblind
- Most commonly used color when it comes to websites and branding
- It is used to convey security to clients
- 57% of men and 35% of women favor it
Popular Branding Use:
- Healthcare
- Energy
- Finance
- Airplane
- Agriculture
- Technology
Green
Represents: Growth, Nature, Harmony
- Used in stores to help customers relax
Popular Branding Use:
- Energy
- Finance
- Food
- Household
- Technology
Orange
Represents: Ambition, Enthusiasm, Confidence
- Used in Call to Action buttons, and when trying to sell, buy or subscribe
Popular Branding Use:
- Technology
- Healthcare
Black
Represents: Authority, Power, Elegance
- Black is the most popular choice when it comes to marketing luxury products
Popular Branding Use:
- Technology
- Clothing
- Cars
White/Silver
Represents: Perfection, Purity
- In marketing and advertising it is most often associated with coolness and cleanliness
Popular Branding Use:
- Healthcare
- Clothing
- Cards
- Charity
Purple
Represents: Wealth, Power, Royalty
- Purple is popular among beauty and anti-aging products
Popular Branding Use:
- Healthcare
- Technology
- Finance
Yellow
Represents: Joy, Intellect, Energy
- Is often associated with food
- Used to evoke cheerful feelings
Popular Branding Use:
- Household
- Food
- Energy
The Color of Conversion
Your website is a virtual representation of your business, which is why It is so important that all pages are visually appealing. The overall look and feel of your website can directly contribute to the amount of customers that return. In a survey conducted by Skilled, 52% of people who online shop won’t return to a website because of its overall look and 42% of shoppers base their opinion of a website on its overall design.
Color can be used to send messages that will affect your customers and their buying habits subconsciously. Take a Call to Action (CTA) button for example. Call to Action buttons are typically placed at the end of a blog, or on a webpage, and their sole purpose is to provoke an immediate response. If a CTA does not stand out, then no one is drawn to it and no conversions are made. If a CTA does its job it can lead to an increase in add-to-cart rate, and boost conversion rates. Typically red, orange and green are the best colors for conversions, as they are colors that stand out, and carry a strong emotional connotation.
The next time you are shopping, take a moment to look around you at the colors that are present. Think about how they are manipulating you. Are you drawn to any colors in particular? What colors dominate your closet? Your house? Do the color descriptions above match your dominant personality traits? Contact us to learn more about using the colors on your website to influence your audience.
Source:
Forer, Laura. “40 Facts About How the Psychology of Color Can Boost Your Website Conversions [Infographic].” MarketingProfs, 3 Aug. 2017, www.marketingprofs.com/chirp/2017/32483/40-facts-about-how-the-psychology-of-color-can-boost-your-website-conversions-infographic. Accessed 16 Aug. 2017.
