Colour affects our emotions and attitudes more than we probably realize. When our eyes see a colour, they communicate with our hypothalamus (a region of our brain) that sends signals to the pituitary gland, then the endocrine system, and finally, the thyroid glands. The thyroid glands then signal the release of hormones which cause the changes in our emotion, mood, and even behaviour.
According to research, 90% of all product assessments have a lot to do with colour, and it is a major reason you buy a specific product. So really, it’s no wonder that the colours used on a website can affect conversion. Yes, using the right colours increases your chances of winning!
Colour psychology is a branch of behavioural psychology that focuses on how colour affects human behaviour. It is a complicated field and there are sceptics who are dismissive of the field because of how challenging testing theories are. But that’s no reason to dismiss the unarguable effect of colour on people.
Using Colour in the Right Way
If you think using colour is easy, then you’re in for a surprise – the use of colour is so tricky that you have to be sure you’re using the right colours for the right purpose, in the right way, for the right people.
For instance, if your business caters to kids or teens, you’d want to use vibrant colours. Shades of red, blue, and green all spell FUN. If you’re trying to sell to women, on the other hand, you should steer away from brown and orange. They prefer green, blue, and purple. Surprised? Many think that pink is a universally-loved colour among women, but it’s actually not. Men like black, blue, and green – colours that are generally associated with maleness. Surprisingly, brown, once again, did not make the cut.
Blue cultivates trust. Yes, that’s one of the reasons you see this colour on websites a lot of times. Blue is the colour of loyalty and peace as well. Use it in your website and you’re saying “Believe and trust us!” It also calms the mind and relaxes feelings. As you know, the biggest social network in the world is blue, and so is a major company that is a conduit for billions of dollars. You know what we’re talking about, don’t you? These companies use of the colour blue is not a coincidence at all!
Here are other colours and what you should know about them:
Yellow is a colour of warning. Some studies say that this colour activates the anxiety button of the brain. Use yellow sparingly on your website unless you want to trigger unnecessary anxiety.
Green is a chromatic symbol for nature and it can also improve creativity. It is a good call to action colour – more so when you use it in combination with the isolation effect which occurs when the conversion step is the only item on your website of this colour.
Orange suggests urgency, making a message noticeable and actionable. However, it can also be overwhelming so just use it to bring attention to something, but be careful not to overwhelm your actual message. Note that studies also claim that orange is often interpreted as cheap (compared to black which denotes luxury). If you want your products to be seen as really affordable, orange may be good for you.
Far from being just an issue of whether it looks good or not on your website, colour is a conversion issue – and you know how important that is! If deciding on the colours you should use for your website is overwhelming, you can ask for the expert team of ReferLinks Online Marketing to handle it all for you. Our seasoned pro designers know what colours will work best for your business and more!