Web Colors 101: Your Ultimate Guide To Website Colors and How They Can Help Your Conversions
There is no doubt that psychology is important to marketing. Knowing what makes your audience tick, as well as what drives them to action, is essential to a successful marketing strategy. And unlike some of the pop psychology referenced in marketing, the psychology of color, also known as a color theory, has roots in reputable research. Color theory posits that colors elicit specific responses in people, oftentimes without them being entirely aware of it.
When it comes to marketing, colors can be used to help drive the emotion or reaction you are hoping to draw from your audience. In fact, colors do more than just contribute to overall emotion of a marketing asset or website, they often set the tone from the first instant that an individual views it.
The thing is, while the written word takes some time to consume, images and colors elicit an instantaneous reaction. Some colors may get people excited and ready to make a purchase, but others may dampen that completely. So, keep reading for tips that will help you use color psychology to make your website a converting machine.
4 Tips for Using Colours to Drive Conversions on Your Website
- Think About Your Site’s Colour Scheme as More Than Just a Colour Palette
This is the first step for a reason, and it is what separates your website from basic design or artwork. You do not want to design something simply because it looks good. You want your site audience to take a specific action and you are using color to impel them to do so. Of course you also want your site to be visually appealing, but first and foremost think about the emotions you are trying to convey.
How to select a relevant, impactful color scheme:
Identify your site goals first, then do the research to make sure that the colors you use both work together and convey the message of the page. You will want to decide both the overall color scheme as well as the colors you will use for high-impact items, such as CTA buttons.
- Pair Colours With Content That Elicits a Similar Emotion
Colors can convey emotion and impel action on their own, but they are even stronger when paired with content. Do not choose at random: strategically select colors that reinforce the message of the content and vice versa. For example, red is often associated with anger, yellow is associated with urgency, orange is associated with enthusiasm, green is associated with safety, and so on. Of course, these are only a few colors and a few of the emotions they elicit, so you have plenty to work with.
How to match content and colors for a strong overall emotion:
CTAs are a great place to experiment with this. For example, try pairing red with strong CTA language such as ‘Take Control Now,’ or try pairing orange with an exhilarating offer such as ‘Start Your Career.’
- Use the Isolation Effect to Draw Attention
According to the Isolation Effect, colors are most powerful when they stand out, and this is doubly true for the most important areas of your website. No matter which color you choose to stand out, you can be sure that its intended effect will be especially potent when it is framed against a contrasting backdrop.
How to use the isolation effect to drive conversions
The main rule of the Isolation Effect is to position a strong, individual color against a different color palate. For example, using orange or yellow against a neutral color scheme. When you are trying to drive conversions, select a conversion element, such as a CTA button or a form, to try this on.
- Always Keep Testing and Measuring the Effects of Your Colour Usage
Like everything in marketing, using the right colors to drive conversions on your website depends on your audience and on the context. Even if studies show that 95% of people prefer the color red on CTA buttons, for example, your audience may be that 5% that prefers purple CTA buttons, and that is what matters.
How to test color use and conversions on your site:
There are many different yet reliable ways that you can gauge the effect of colors on your site conversions. The simplest, though, is to create different versions of the same page and run a test with different color CTAs or color schemes for a limited period of time. This test gives an isolated example of whether one color performed better than another on a particular page.
Using Colour to Your Site’s Advantage
Ultimately, you do not want to waste time trying to find the magic color that will result in skyrocketing conversions. Why? It simply does not exist. Focus instead on your audience and on the combination of strong content with relevant colors, especially on vital conversion elements.
Aaron Gray is a leading digital marketing expert in Australia, specializing in Blogger Outreach services through No BS. Aaron’s goal is to deliver professional blogger outreach to clients. He’s dedicated to hard work, his job, and loves to travel in his downtime.