We all react subconsciously to various colors and how they are used in different types of art and design in many different contexts. And websites, social media profiles, landing pages, and tablet and mobile apps are no different.
What’s more, the colors you choose to represent your brand may be one of the most important decisions that you’ll make as a marketer, manager, or business owner.
Therefore, you need to carefully consider how the color choices you make impact your audience’s opinion and therefore your conversions and sales.
Understand How The Colors You Use Affect User Perception
Whether it is something as important and all-encompassing as your logo or as subtle as the saturation and contrast of the images you choose for your blog posts, the colors involved with your web presence have a powerful effect on your clientele’s psyche.
In fact, 93% of consumers consider visual appearance to be the key deciding factor in whether or not they make a purchase.
Also, keep in mind that 42% of users base their overall opinion of a site on its design alone, and 52% of shoppers abandon sites and do not return because they dislike the overall aesthetics. And color plays a powerful role in how they perceive your website’s design and therefore your company.
Compared to VendHQor FreshBooks, which utilizes green buttons like Shopify’s site but has an overall brighter design, the effects of each color scheme likely creates a very different impression of not only the visual nature of each site, but its functionality.
Consumers Appreciate Color
The use of distinctive colors improves brand recognition by 80% and brand comprehension by 73%. What’s more, 85% of shoppers suggest that color is the primary reason they purchase a particular product, whether it is something as significant as a car or as minor as a pair of socks.
Granted, a user isn’t necessarily buying your website directly- but the psychology of color still applies since your site is a showcase for your business and therefore your products and services.
Various colors inspire a wide range of emotions. Even if a customer doesn’t actually recognize how the colors used in your business’s digital presence and other marketing materials, they still affect them in an unconscious way.
For instance, bold red and bright orange tend read as aggressive and a strong signal to “sign up now” or otherwise convert, while blue is reassuring and green is relaxing. And we all know that pinks and purples are typically used to appeal to a female audience.
Influence Consumer Behavior By Using Specific Colors
While people as a whole are affected by the distinctive visual cues and corresponding emotions that are inspired by different hues and shades, you can make a special impact on particular demographics by choosing the appropriate colors and corresponding levels of saturation (after all, there is a difference between say, neon yellow and a softer marigold shade).
For instance, red, red-orange, black, and royal blue have all been shown to encourage impulse shoppers, while budget shoppers seem to prefer navy blues and teals. And soft pastel shades appeal to traditional shoppers.
This sort of knowledge is especially important if you’re an e-Commerce merchant, but it is useful regardless of what you are selling and where you are selling it.
The Checkout Is The Final Step – Choose Your Hues Wisely
Last but not least, you need to close the deal. And that’s when the design of your shopping cart becomes incredibly important. You don’t want to give your prospective customers any excuse – and the final stage of the sale is when they are most likely to lose interest. This is where your understanding of how to use color effectively comes in.
Ensuring that product images are well-presented and the surrounding colors highlight the goods in a visually pleasing way, and all the necessary buttons and fields are clearly defined in contrasting colors is the key to decreasing rates of cart abandonment and making those sales.
Of course, every business owner or marketing manager wants to develop a beautiful, unique, and accurate identity for their business; one that showcases their brand’s personality but also speaks to consumers.
Therefore, the colors involved in a logo, a website, should be carefully selected in order to not only represent the company but to accomplish marketing goals and positively affect the minds of the target audience.