How To Use The Psychology Of Colour To Increase Website ConversionsHexRowAdminLogin
It is interesting to know that colour impacts human psychology. Let us understand the science behind it..
When we perceive a colour, our brain gets stimulated. It sends specific signals to our endocrine system, that finally reaches the thyroid. And here various hormones are secreted which evoke different emotions.
If you select the right colour for your site, then you can emotionally connect with the audience. It will increase your sales by 24%.
Some researches have shown that 60 to 90% of a buying decision is made on the basis of product colour. It makes the colour a very important aspect for eCommerce!
Where to use colour in a website?
Colour choice should be carefully made in several elements of a webpage like-
Background tint, Heading, Borders, buttons, popups, sidebars, category menus and CTAs.
How to use colour in the right way?
While using the colour you should pay attention to 4 things-
- Type of audience
- Right time
- The right way of presentation
For example, if you are a kids brand like NinjaJump.com, you must use vibrant colours like yellow, red and green. Black is a bad choice for such type of sites.
If you are a company selling beauty products for women, you should avoid brown and orange. Rather use women’s favourite colours like purple, pink, black & white, just like L’Oreal does!
To help you find your ideal colour, here are 8 tips backed by colour psychology.
- Women’s favourite colours
Yes, researchers have revealed that male and female have distinct colour preferences. You can’t use the same colours for both!
Specifically, blue, purple and green are most loved by ladies. They hate colours like grey, orange and brown. Women feel attracted towards different shades of primary colours. But they get easily repulsed by earthy tones. That is why you will see bold, bright colours in every female store and online shop.
Just take a look at the sites of Milani Cosmetics, Woman’s Day. You will gain some idea on how to design your site.
Many people have a wrong notion that pink is the universal colour of women. In reality, women can be impressed by a mixture of red, blue, pink, purple.
- Men’s colour palette
Like women, men have unique colour choices too.
Their favourite colours are black, blue and green. Whereas, they usually don’t like purple, orange and brown. If you sell products specifically meant for gents use their favourite colours only.
- Blue For Trust
The blue colour is known to calm the mind and instil trust. It is a tranquil and peaceful colour, which is ideal to encourage customer loyalty.
The best example is the world’s biggest social media platform – Facebook. The site started with the main blue theme and continues to impress the audience. Pay Pal- the payment gateway tool for money transactions also uses blue colour. Here blue colour subtly convinces the human mind to trust the brand.
Apart from these, many banks to use blue code in their online sites.
These proofs tell that blue is the best colour if the trust is your first priority.
But never ever use blue for a food-based site. Because our brain associates blue colour with poison. So, people will get repelled and won’t buy your food items for sure.
- Yellow as the warning symbol
Yellow activates the anxiety centre of our brain and causes an outrage of emotions. That is why you will see the traffic symbols painted in yellow. But some people associate yellow with playfulness and fun.
But using excessive yellow on a site is not a good strategy. It can cause a high level of anxiety in your viewers, which may give negative results.
So, it is better to use yellow in elements like CTA. It will create an urgency which will force the audience to click on those attractive buttons.
- Green means nature & outdoors
Green is mainly used in the brands dealing with organic, eco-friendly and natural products. Seeing this colour, the visitors would feel you are very concerned about nature.
Not just that, green also boosts your creativity. From ages, we humans have associated the colour with natural beauty.
Green is being cleverly used some sites in the conversion buttons. Because it is the best fit for the isolation effect. That means, when the colour of conversion or CTA button is green, it stands out in the whole page. And the CTR increases automatically.
You can see this effect beautifully used in Dell website.
- Orange is the colour of sports
Orange inculcates an active sporty feeling. That is why many sports-based sites have orange as their dominant colour. It is a loud, vibrant colour that arouses a fun and playful mood. The colour of us also symbolic of competitiveness and confidence.
Amazon.com uses orange tint in it’s limited edition offers. This colour encourages people to click & purchase the product.
You can also use orange to highlight the cheap cost of a product.
But this colour too can’t be used as a monochrome. It can overexcite the viewer and divert their attention.
- Black is luxury
Elegant, Sophisticated, luxury are the words that describe the colour black. Glamour selling sites mostly have black backgrounds. You can see by yourself in the sites of Lamborghini, Louis Vuitton, Citizen Watch. These sites sell luxurious and expensive products – and express it though black design.
- Bright colours for CTA buttons
Searching for the ideal colour for your CTA? Go for the bright primary and secondary colours- Yellow, Orange, Green and Red. Always keep in mind that bright colours garner more clicks than light shades.
Okay, let us see what popular sites are using.
Women’s Health uses a bright pink colour in its CTA. Pink just works perfectly for the female audience.
GreenGeeks and Amazon use yellow and orange buttons.
Actually, orange and yellow are not so likeable like others. So, they stand out effectively in a well-designed page and capture most clicks.
- White in designing
Most of us forget this primary colour while designing. But white spaces can make your site look more appealing. Just look at Google- how dominant is the white colour in its backdrop. White makes your site look breathable, clean and professional.
By using the right theme and colour palette for your site, you can greatly improve conversions.
After reading this article, revisit the colour scheme of your website. Make small changes if you can. Though you can’t totally redesign the site, modify the colours of CTAs and popups. These small changes would make great differences.
You can always try A/B testing, experimenting with several colours and backgrounds. Then finalise what works best. At the end, never use a bunch of different colours. Use copious white spaces to give a neat appearance.
So, hurry up, and improve your website colour!