Written by Jessica Ann on April 28th, 2014
How Your Website Colors Affect Conversions
Getting the colors right on your new website is important for aesthetic reasons. But your website colors also affect conversions. That’s right – changing from a green button to a red button might increase sales. And selecting the right colors can also help to build your brand.
This worked for one company, it boosted their conversions by 21 percent by changing their buttons from green to red. There were several factors that contributed to the increase in this example, but it does show that color is important.
Just look at big brands to understand why. Coca-Cola is the obvious example as it is synonymous with red. Other brands use color in a similar way and they also use it to impact customer mood. In fact the psychology of color is an entire research field on its own.
Hollywood has always used color to affect audience psychology. Examples include the differences between Kansas and the land of Oz in the 1939 movie The Wizard of Oz. Or the way the moods of serial killers were portrayed in the 1994 movie Natural Born Killers. Both of these movies used color to show emotion and contributed to the story. And who could forget the little girl’s red coat in the otherwise black-and-white movie from 1993, Schindler’s List.
Brands can use color in a similar way when designing new websites.
What Colors Say About My Business
· Red – red is a high intensity color that is all about passion, excitement and energy. It is good for calls to action but the downside is it is also domineering and aggressive.
· Blue – blue is the most popular color with both men and women which makes it one of the safest options. It is associated with trust and honesty.
· White – White is clean and crisp and is usually used to associate a brand with purity. It can also look sterile when used in the wrong situations.
· Black – Unlike white, black is about being bold and forthright. It is an authoritative color and works better with confident brands.
· Orange – Orange, like red, is an energetic color. It is also playful and does not come with the negative aspects of red. It is also seen as risk-taking so may not suit conservative brands.
· Yellow – Yellow is a color associated with warmth and being happy. Lighthearted and fun brands can benefit from yellow website color schemes.
· Green – Green is a fresh color that is often used for food products and the financial markets. Its meanings include growth and vitality.
· Purple – Purple is a luxurious color that has royal associations. It is a strong color that is full of ambition. Variations of purple are also used to demonstrate creativity.
· Brown – Brown is a reliable color that portrays stability. It is also a comfortable color but sometimes it is seen as too serious.
If the product or service you sell has a global market you should check how cultures in other parts of the world perceive colors. For example red is a religious color in some countries while yellow is associated with death.
Finally contrasts are as important as the precise colors that you use. This applies to the example mentioned earlier about the green and red button and the increase in conversions by 21 percent. The color scheme on that page was green which meant the red button stood out more. The contrast was just as important as the color itself. The red button attracted the eye while the green button blended in with its surroundings.
Choosing a color scheme for your small business website depends on your business – the industry you are in, the philosophy of your company, and how people perceive your brand. Getting it right will not determine whether your website is successful or not. But it can make a difference.
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