Colors make life beautiful and exciting. Imagine a life without colors, where everything is black and white. The same goes for marketing – colors play an essential role in persuading and convincing people to buy all kinds of products and services.
But as much as a certain color affects a person, it does not mean that using it can bring you the desired results you’re looking for. Instead, you need to use the right colors and combinations to create a positive effect truly. Scientists have found out that each color has a different impact on our brains. Therefore, the colors you use for your branding and on your website play a role in whether the site visitors will convert or not.
Here are the ways colors can affect the conversion rate:
Color attracts attention
First impressions last, but sadly, there’s only one “first impression,” so you have to make sure that it will create a positive impact on the viewers. Whether you are advertising your products or services on different digital advertising platforms like Click2sell.co, Taboola, Google AdWords, etc. or billboards, you have to make sure that the colors you use will draw people to your brand rather than make them repulsive. For example, if your primary market is women, you better know that women do not like orange, gray, and brown, but they do love green, purple, and aquamarine. Meanwhile, men do not like brown, purple, and orange, while they gravitate toward the colors black, aquamarine, and green.
Color affects the mood
Why do we tend to say “I’m blue” when we feel sad while we associate roses with happiness and love? Those reactions reveal how our emotions and colors are closely intertwined. For example, the psychology of colors shows that red makes people hungry, and that is why quite many fast food companies have red on their logos. Gray, on the other hand, is a dull color when used alone, but eye-catching when blended with orange or yellow.
It influences the buying decision
Marketers who use different kinds of advertising strategies will tell you that no matter what channel they use, colors remain an essential element of their strategy, especially when it comes to influencing the buying decision. According to statistics, 85 percent of consumers say that they bought a certain product based on their colors, while 66 percent say that they only buy a particular appliance if it comes in their favorite color.
Color strengthens your brand
Businesses and brands become more recognizable not only because of their design but also because of their colors. That’s because our brains process visuals 100,000 times faster than just plain text. For example, you can never imagine Facebook in red or YouTube using green. Instead, our minds automatically picture the Facebook logo in blue and YouTube with its black and red combination against a white background.
Colors play a significant role in sales and conversion because our brains have a unique way of processing color. However, you can’t just use any color, but you should also give careful thought and research to the color combinations you use to optimize those for conversion truly.