How You Can Use Color Psychology to Boost Conversions


February 13, 2023

Don’t think much about your web design colors?

In digital marketing, color psychology isn’t a new conversation. In fact, it’s a concept brand marketers are all too familiar with. But did you know you can also use it to drive online conversions across your marketing channels?

As a web development agency that loves to experiment with colors, we’ll let you in on the secret of what color psychology is, why we value it, and how we use it to increase your website conversions.

  • What is color psychology?
  • Considering cultural differences and color perception.
  • How does color psychology impact consumer behavior on websites?
  • What are the psychological effects of different web design color combinations?
  • What are the guidelines for using color psychology in web design?
  • How can color psychology be used to increase conversions on a website?
  • What are some tips for creating a color palette for a website?
  • How can A/B testing be used to determine the effectiveness of color psychology in web design?

What is color psychology?

Color psychology is the study of how colors, hues, and shades influence one’s emotions, behavior, and reactions.

It analyzes the symbolic meaning behind colors and their responses to our brain chemistry, hormones, and overall physiology. It also explores how different colors are associated with certain moods and states of mind.

People who use bright colors would usually suggest their bright personalities. Or, the color blue suggests a calming or relaxed vibe for people. These associations can be universal, but they can also be cultural in some contexts.

Considering cultural differences and color perception.

Multiple cultural studies prove that color perception differs greatly between cultures and in certain contexts. Understanding how these perceptions vary can help designers create better websites that appeal to a broader range of audiences.

For example, the color blue often symbolizes feelings of trustworthiness and security in Western countries, whereas, in some eastern countries, it is associated more with sadness or death. Another one is that in Chinese culture, the color red symbolizes good luck and joy, while in western cultures it might represent anger or passion.

Other than that, a good web designer should consider factors such as age group and gender when selecting website colors as it may evoke different reactions from specific groups of people.

Understanding the subtle nuances of color psychology is essential to achieve maximum conversions on your website.

How does color psychology impact consumer behavior on websites?

Colors evoke strong emotions in all of us. In fact, the Propelrr Digital Marketing Strategy Framework shows that your brand’s color is an important part of building an effective and memorable brand that reflects everything that your business stands for. They must also resonate well with your target customers.

By understanding color psychology, businesses can use it to create a desired look, feel, and overall vibe for their website. Additionally, they can use it to evoke a positive response and incite action from visitors to improve website conversions.

What are the psychological effects of different web design color combinations?

Color psychology is vital to communicating value and influencing your subconscious marketing strategies. Through a good understanding of this neuromarketing technique, you can instigate reactions or, more importantly, actions from audiences toward your campaigns.

On top of that, here are some ways color psychology benefits your marketing campaigns:

  1. Color psychology compels people to take action. Colors pique emotions and can compel actions among your audiences. Conversion optimization case studies find that even something as simple as changing the color of a call-to-action (CTA) button increases the conversion rate.So you should take into account the red play button. When your audience sees it, will they be more likely to click on it, or not? The only way to find out for sure is through conducting an A/B test.ADDITIONAL RESOURCE: List of Best A/B Testing Tools for Conversion Optimization Pros
  2. Color psychology strengthens your first impression on a website. Think back to the age-old adage, “First impressions last.” But how do you achieve this through color psychology? Simple. Through a cohesive and complementary color treatment for your brand assets.This is best exemplified in website design, especially for marketing purposes. What’s more, they’re also used to close the conversion. Hence, designing an impressive website with color psychology principles in mind can also be critical to your conversion efforts.READ MORE: Web Design and Marketing: 7 Reasons They’re Related
  3. Color psychology communicates your message better. Color psychology suggests that it influences your customer’s attitudes towards your product and brand.The color green for a business suggests sustainability or eco-friendliness. In other business industries like technology or finance, blue is used to suggest advancement, stability, or trustworthiness.If you want to achieve a certain reaction from your target market, then color is the way to do it.

What are the guidelines for using color psychology in web design?

The best guide to choosing website design colors is the color wheel.

Each color in the color wheel represents a meaning or emotion. To best leverage color conversion psychology, you must take into account nuances in your niche that might change the meaning of these colors.

For example, a color psychology study suggests that men and women generally prefer the color blue. On the other hand, some behavioral studies show that women prefer shades of pink rather than blue.

Still, the same argument stands: color preferences can affect marketing and your understanding of your audience should still influence your choices for color usage.

To start, you can first experiment with the most popular colors and their widely-associated meanings. We outlined some of these colors and how you can use them for your brand.

Color wheel in color psychology

Color Wheel in Color Psychology. On top of considering the brand’s pantone guidelines, you should also take into consideration color psychology in your design project. Choose colors that not only match the brand’s guidelines, but also colors that are complementary, both in an aesthetic manner, and based on these psychological cues suggested in color psychology. Photo by Propelrr.

How can color psychology be used to increase website conversions?

Here is the truth you must face: Color conversion psychology doesn’t always work on the first attempt. The colors you choose might be carefully considered but they can fail to resonate with your target audience for so many reasons.

The best way to avoid this is to follow some of the best practices in color psychology. Take note of these actions to ensure that your colors and marketing efforts work for your brand.

1. Color psychology enhances the usability of your website colors.

Your colors might be great or they are in harmony with each other, but these colors should have a purpose. As an example, which color would best help your users read the text on a blue background? Should it be black-colored or white-colored text?

Visually appealing designs should be easy on your viewers’ eyes.

EXPLORE: Tips for Designing Better Visual Content for Social Media.

Use contrasting colors that create enough contrast between the background and foreground elements and be strict with color accessibility standards such as Web Content Accessibility Guidelines to ensure designs are accessible regardless of any visual impairments.

2. Website colors help not to overwhelm visitors with too much visual information.

General colors are fine, but you can add more colors to create a better color scheme that would result in a brand color that speaks to your audience.

Utilizing subtle changes in hue and saturation will keep things looking clean while also allowing you to make use of different tints and shades for added emphasis where needed. In this part, you would need to seek expert advice so that you are assured that you’ve picked complementary colors.

3. Website colors be used to guide user flow on a website.

Colors can also be used to guide users through websites in an intuitive way by focusing on prominent signifiers like call-to-action buttons or product images. Here are several ways how website colors can do that:

  • Colors can be used to draw the user’s attention to specific sections or menus. For example, a bright color may be used to draw the eye toward an image or link, while a neutral color may be used to highlight a menu bar or navigation menu.
  • Colors can create strong visual hierarchies between elements on a website, allowing users to quickly and easily distinguish important content from less important content.
  • Colors can help transition users between different stages of the website journey. For instance, subtle changes in colors can help indicate progress or indicate when a user has reached a new page.
  • Colors can also be used as an indicator of emotion. Colors such as yellow and orange are often associated with feelings of warmth and positivity while darker shades like blues and greens are often seen as calming or soothing.

By using colors strategically to guide user flow on a website, businesses have the opportunity to create an intuitive experience that supports conversion goals.

Tips for creating a color palette for your website

  1. Consider your brand colors and personality.

    If you don’t know where to start with your website colors, use your brand colors or those in your logo as a starting point to create a cohesive color palette for the website.

    More than that, think about the different emotions associated with each brand color and how they can be used to evoke certain feelings or attitudes from visitors.

  2. Stay up to speed with trends in user experience and interface design.

    In web design, the latest trends in terms of color have been leaning towards using AI-generated website color palettes to help in your selection. Increasingly, it has become popular to pair a neutral background with bright accents that draw attention to key elements on a page.

    Many designers are also experimenting with perspective-based gradients which add depth and movement to the overall look and feel of a website. Finally, complex color palettes made up of both warm and cool hues are making a strong comeback as they help create an eye-catching yet sophisticated aesthetic.
    Overall, these trends in web design colors are geared towards creating experiences for users that emphasize balance and harmony over loudness or clash.

  3. Test it out.

    Testing is something that you shouldn’t miss out on, even in choosing your website colors. Make sure to test how your audience would react to your chosen colors. Seek out feedback before officially launching or applying color changes to your brand’s social or content platforms.

    Consider what colors have been successful for websites in your space before selecting a color palette for your own website. A/B testing can be used to determine the effectiveness of color psychology by comparing two or more versions of a web page to see which one performs better.For example, let’s say you want to test whether using a blue button instead of a green button will increase your click-through rate. To do this, you would create two versions of your web page – one with a green button and one with a blue button – and then track how many people click on each button. If more people click on the blue button, then you can conclude that blue is a more effective color for your button.

    By changing one element at a time, you can isolate the effect that each change has on your conversion rate.You can use this in a number of elements on your web page, including the color of your call-to-action buttons, the background color of your site, or the color of your opt-in forms. By testing different elements, you can isolate the effect that each change has on your conversion rate.

Key takeaways

Color conversion psychology is an effective way to drive conversion rates for your brand. But first, you must remember a few things to ensure its effectiveness.

  • Prioritize aesthetics with a purpose. Your brand colors may be aesthetically pleasing, but ask yourself: does it represent my brand’s true purpose? If it doesn’t, you may have to consider changing the colors. You might not attract more customers and even raise more questions rather than interest among your targeted audience.
  • Use unique colors for your industry. What is the most common color that your industry belongs in? Is it red? Is it blue? Whichever it is, you can try using another color to help you stand above the competition, or mix it with common industry colors.
  • Test your website color design for more insights. Colors can make or break your brand. Some colors do not jive together so they make text hard to read or send the wrong impression. But why not test it out to know the real deal?

Ready to mix colors and marketing for better conversion rates? Or are you still unsure of how to use it effectively? If that’s the case, we’re just a ring away, ready to help you out. Just send us a note through our Facebook, X, or LinkedIn accounts.

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