How to Increase Website Conversions Using the Psychology of Color
Colors influence our attitudes and emotions. Research from QuickSprout indicates that 90% of all product assessments have to do with color. “Color is 85% of the reason you purchased a specific product.” says Neil Patel. The same applies to websites; in this case the website is the product. it is no doubt that colors greatly influence website conversions. the point here is you need the choose the right colors for your website to increase productivity.
What exactly is Color Psychology?
You might be wondering what exactly color psychology means. Before going into detail of how it increases website conversions, you need to have a basic understanding of what color psychology is.
Color psychology is the science of how color affects human behavior. it is a branch of the broader field of behavioral psychology. It’s quite a complicated field. When our eyes take in a color, they communicate with a region of the brain known as the hypothalamus, which in turn sends a cascade of signals to the pituitary gland, on to the endocrine system, and then to the thyroid glands. The thyroid glands signal the release of hormones, which cause fluctuation in mood, emotion, and resulting behavior.
There are key facts of color theory that are unquestionable. Research has determined that it takes a mere 90 seconds for a customer to form an opinion about a product. And, 62-90% of that interaction is determined by the color of the product alone. Color psychology is an important area of interest for entrepreneurs. Color is critical for all businesses. The way we use colors influences our success. Where Is The Right Place Use Color On Your Website?
Let’s go back to websites. Colors are used everywhere on a website, before designing a website you need to understand where you should use these color tips. The color scheme of a website includes the tint of hero graphics, headline type, borders, backgrounds, buttons etc. Color can be really tricky; you have to use it in the right way, at the right time, with the right audience, and for the right purpose.
For instance if the target audience for your website are kids, an all-black site should be a NO NO. . If you’re selling a product to women, you would want to consider using lots of bright and vibrant colors, probably some reds, greens, purples, blues etc.
Here are some tips you should apply to increase your website conversions.
1. MOST Women Don’t Like Gray, Orange, And Brown. They Like Blue, Purple, And Green.
The “most” is emphasized because some women actually like gray, orange or brown. In a survey on color and gender, 35% of women said blue was their favorite color, followed by purple (23%) and green (14%). 33% of women confessed that orange was their least favorite color, followed by brown (33%) and gray (17%). I’m yet to figure out why Most people think that the universally-loved female color is pink. It’s so not pink. Very few women would pick pink as their favorite color. Though the color suggests femininity in color psychology, that doesn’t necessarily mean that pink is appealing to most women. Use colors other than pink — like blue, purple, and green — as studies have shown they appeal to most women and this would definitely improve the appeal of your website to female visitors. If female visitors are your target audience, applying this would in turn improve website conversions.
2. MOST Men like blue, green, and black
If your website targets men, you should stay away from purple, orange, and brown. Although a few men might like these colors, you should consider the greater percentage of your target audience. Instead, use blue, green, and black as these colors are traditionally associated with maleness. It may have come to mind that a few colors are preferred by both males and females. Colors like blue and green are preferred by both sexes. This suggests that for a website, specifically an e-commerce site targeting both men and women, a touch of blue and green might increase website conversion. Or, do you think otherwise? Let us know your opinion, leave a comment below.
3. The Color Blue Is A Color Of Trust, Peace, Order, And Loyalty.
Blue is one of the most-liked and most-used colors. Blue calls to mind feelings of calmness and serenity. It often is described as peaceful, tranquil, secure, and orderly. You can use this to your advantage on your website and landing pages. Although blue is an all-round great color, it should never be used when selling anything related to food.
4. The Color Green is best for environmental and outdoor products.
Green is the color of outdoors, eco-friendly, nature, and the environment. It essentially symbolizes nature itself. If your website is in anyway related to nature, environment, organic, or outdoors, green should be the appropriate color. Green isn’t just limited to nature. it is also a good call to action color, especially when used in combination with the “isolation effect,”, which simply means that you remember things better if they stand out. In color psychology, the isolation effect occurs when a focus item, is the only item of a particular color. This strategy works best for calls to action and green is the most effective color to improve website conversions.
5. Yellow Indicates Warnings.
The color yellow is mostly used for warning signs, traffic signals, and wet floor signs. On the other hand, psychologists declare yellow to be the color of happiness. Thus, some brands use yellow to show they’re fun and friendly. In my opinion, the color orange should be used to indicate happiness, playfulness, fun, friendliness etc instead of yellow. Studys have also shown that “yellow activates the anxiety center of the brain,” An increase in anxiety level during any website experience is never a good thing. A yellow call to action may trigger a little anxiety that’s needed to make your visitors click on it or the reverse may be the case. Bottom line; avoid excess use of the color yellow so you don’t end up chasing your visitors away.
6. Orange can create a sense of haste or impulse.
The color orange be used as the fun color, as its mostly used when promoting products for children. on the other hand, it helps to stimulate physical activity, competition, and confidence as used for sporting activities. The color also suggests urgency, which makes a message on your website (it could be a banner ad) more noticeable and actionable. Orange means active. Orange means fun. However, orange can be slightly overwhelming in the sense that it might bring your attention to something, but not so much as to overwhelm the actual message of the advert. Sometimes, orange is interpreted as “cheap.” If the product you’re offering is cheap, or if you want it to seem cheap, orange may be a good choice.
7. Use bright primary colors for your call to action.
Bright primary and secondary colors – red, green, orange, yellow – produce the highest conversion rates for calls to action. Darker colors such as black, dark gray, brown, or purple produce very low conversion rates. The best conversion colors are the “ugly” ones — orange and yellow. The goal of the conversion element on your website is to capture attention; a large orange button will do just fine. After all it’s a
8. Black adds a sense of luxury and value.
The color black is often described as elegance, sophistication and power. It is a classic and timeless color. The darker the tone, the more lux it is, says our internal color psychology. According to an article on Business Insider, “Black can also be seen as a luxurious color. ‘Black, when used correctly can communicate glamour, sophistication, exclusivity.’” Bottom line, if you sell expensive, high-value, luxury items or services on your website, black would be the perfect choice. But remember to use the color correctly, don’t just over use the color, it should blend with other appropriate colors. You’re targeting humans not bats.
9. Never neglect white.
White is usually forgotten because its mostly used as a background color. Most websites today use plenty of white space in order to create a sense of freedom and spaciousness. The use of white space is a powerful design feature. There should be some white space on your website.
Final words a lot can be achieved by using color in the right way, at the right time, with the right audience, and for the right purpose. test several colours and find out what works best for your website, that’s which colors provides the highest website conversion. avoid color overload, too many colors can create confusion. at all times keep in mind that its a website for a business and not a playground.
Your website should look professional at all times, it should be too serious though, a little flexibility is allowed.