Why Colour Is So Important To Attract Customers And Increase Sales
When you first set out to create that amazing website or killer brochure design, you'll probably be wondering which colours you should incorporate into the design process. It's a tough decision.
What is Colour Psychology?
Why is Colour Important in Marketing?
Unbounce had a 14.5% increase in conversions by changing a green CTA to yellow-and-black.
How Colours Drive Conversions
The Warm Tones (Red + Yellow + Orange)
Red actually intensifies the experience of pain. If your business is in the medical industry, you may want to steer clear.
Red acts as a warning sign in nature. It can alert animals of danger or poison.
Red signals testosterone-driven dominance, which makes it perfect for sports brands.
Some research shows that red may increase appetite.
How to use red to convert?
Speed: In many cultures, yellow is associated with movement. Brands like Ferrari and Sprint both use it to signify the speed of their services/products. Of course, McDonalds also uses yellow. But, again, they want you in-and-out.
Attention: Since yellow plays with our optic nerves first, it's a great choice for brands that want to stand out in a crowd. JB HiFi, NIKON and IKEA all use yellow to signify entertainment and happiness.
Work: Finally, yellow can also push people to work more. Brands like Bic and Post-It use yellow to play on mental alertness and work enthusiasm.
It's been used in research to help relieve symptoms of depression.
Yellow is universally associated with sunshine and happiness. And, almost every known culture associates yellow with light.
How to use yellow to convert?
"Give any child a box of crayons and they reach for the yellow crayon," - Leatrice Eiseman, Colour Specialist, the Pantone Colour Institute
When to avoid yellow?
The younger you are, the more likely you are to like the colour orange. In fact, in the 25 - 70 range orange is the single most disliked colour.
Women generally dislike orange more than men.
Unbounce claims that orange has the highest conversion rates of any CTA colour. In fact, they've dubbed it the Big Orange Button.
How to use orange to convert?
When to avoid orange?
Cool Colours (Green + Blue + Purple)
99% of people that are colourblind have red-green colour blindness. This may have an impact on greens conversion capabilities.
The relationship between the colour green and nature is ongoing. Some researchers have discovered some incredible effects of the colour green as it relates to mood and stress. In specific, the colour green alone can reduce anxiety and stress levels.
How to use green to convert?
When to avoid green?
While red colours raise blood pressure, studies show that blue lowers blood pressure.
Tokyo installed blue lights at the subway to reduce risks of suicide. The results? A 74% decrease in suicide rates! Blue is a calming colour.
Blue isn't as masculine as you think. In fact, blue used to represent baby girls instead of boys before the 1940s. Both men and women prefer blue.
How to use blue to convert?
When to avoid blue?
This is unrelated to marketing. But, did you know that earth used to be purple? Neat!
Purple is among the least liked and least dislike colours.
How to use purple to convert?
When to avoid purple?
Neutral Colours (White + Black)
White + Black
Black and white can really make your brand's logo or visual elements pop when they're used in combination with other colours.
Black and white can both make customers focus more on your product when combined with colours.
Both black and white are poor choices when it comes to sparking emotional connections.
How to use black and white to convert?
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Driven by creativity and numbers, Joe has a unique ability to provide creative services that not only look good but also achieve sales growth for clients. Partnering with business owners and Marketing Managers for the last 27 years’, Joe has been on a quest to test, measure and learn to create constant and never-ending improvement.