Color can shape your perceptions and affect your mood subconsciously. According to a study from QuickSprout, 90 percent of product assessments pertain to color. This is no less true for the e-commerce landscape. Every shade has its own characteristics, its own nuanced story it tells the viewer.
Color psychology is a powerful tool marketers have at their disposal to attract customer engagement with their products and services. Powerhouse brands understand this and use it to effectively draw customers into their conversion funnel, reduce bounce rate and ensure return visits.
If you aren’t familiar with color theory, the subject might be a bit dense, but it’s not difficult to learn. Here are a few things to keep in mind when designing your website to optimize it for color-based conversions.
Know Your Audience
Buyer personas are important for more than just understanding your consumer’s needs. Certain colors, shades and combinations appeal to different sets of demographics. For example, bright, primary colors work well when selling to small children under a certain age. You wouldn’t use the same tactic on an older audience because it would be perceived as an infantile color scheme.
According to Kissmetrics, gender should also play a vital role in the color palette chosen. In general, men and women tend to show an aversion to earthy tones, but both like greens and blues. Women have a stronger preference for purple, reds and vibrant colors. On the other hand, men tend to prefer darker hues.
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Colors play a large role in how customers psychologically process your website and brand.
Certain Shades Are Linked to Certain Emotions
Stop me if you’ve heard this one. Why are all fast food signs red and yellow? The answer isn’t that it makes you hungry as urban legend would have you believe. Dieticians discovered that people eat more in rooms with warm colors because the atmosphere is more visually stimulating. Red, yellow and orange are energetic colors and incite action and demand attention from the viewer.
While there isn’t a plethora of scientific evidence to back up color psychology, it’s hard to deny links between colors and emotions. They’re tied to our memories and life experiences and have become ingrained in our psyche as a result. Blue instills peace and trust. Green speaks to the environment and healthy living. Yellow triggers anxiety. Orange is the color of impulse. These are messages that have been delivered to you your whole life.
Want to make a conversion machine of a website? Learn to harness them.
When designing your website, think about the tone you are trying to convey, then link those ideas to specific colors. It might seem strange to think of your business in terms of emotions and color, but it’ll help reinforce your brand if you know which colors will best express your core values. Be sure to include all your website’s design elements in your palette, including buttons, links, headers and navigation.
Tell the Right Story with a Website from BlueArx
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