How to Use Color Psychology to Increase Conversions in Websites

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Do you know that color can hold sway over people’s emotions and attitudes? When the eyes takes in color, they tell something to a brain’s region called the hypothalamus, which then sends signals to the pituitary gland, then straight to the endocrine system and then lastly thyroid glands. The thyroid glands send signals to release hormones, which is the one responsible for the fluctuation of the mood, emotion, and thus resulting in behavior. 

QuickSprout’s research shows that 90 percent of the product assessments have something to do with color. According to Neil Patel, color is 85 percent of the reason that you have purchased a particular product. Because of this reason, it is no surprise why any of the websites affects its conversions from color alone. And you can well imagine it how big its influence is.

This means that using the right colors, you win a lot of customers.

The effect of color can be profound

All About Color Psychology

Color psychology is a term in the science of how the color affects the behavior of humans. Color psychology is a branch of behavioral psychology, and this field is very complex. It receives skeptics from the scientific world itself, because of the difficulty of testing out its theories.

In art lessons, there is the subject of color theory wherein its key facts are indisputable. Studies are showing that a mere 90 seconds is all it takes for the customer to gain an opinion according to a particular product. And between 62 to 90 percent of that interaction, it is determined by color alone. Thus, Color Psychology is a highly recommended field to study for office managers, leaders, chefs, gardeners, architects, store owners, packaging designers and anyone who is creating something to make them attract people.

Using Color in Websites the Right Way

Now that you’ve got the significance of color theory into any designing, you have to apply it when designing a website. However, it is very tricky and requires trial and error. It must be used in the right way and at the right time. It should also be for the right audience and right purpose as well.

Take, for example, if your business is about selling out bouncy jump houses, the ones that kids love to play in, you do not want to use a dark website. To create the jump house website, you prefer to go with vibrant and bright colors, maybe some greens, reds and yellow splashes to get a good measure to it.

On the other hand, if you are selling products to young women, you don’t want to use orange or brown. You’d want to go with what  L’oreal uses for their website – white and black and a purple overlay, especially on their eCommerce homepage. From this website, women do not like brown, orange and gray. They prefer purple, green and blue. And this is not done randomly. It is taken from a survey on colors based on gender preferences. You should go further and not rely on single broad categories as well (eg women, men) but do research into the specific demographics of your target audience (eg young women under 25 in professional jobs would have different taste than women over 60 in retirement or girls who are aged 10 and under). 

Keep in mind that it takes time to get the right colors, especially if this is your first time.

Using Color in Email Marketing

Using the same principles as web design, choosing the right colors for your email campaigns can have a major impact of user engagement and click through rates. Button color, backgrounds and text color all play a role in the success of your email campaigns. One way to test different colors is to run several split test with your email lists. Send one email with one set of colors to half your contact list, and different colors for a separate campaign to the remaining contacts. The best email marketing platforms will have special features to make running split tests with ease, and provide analytics and insights to determine what colors work best.

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