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How to Use Color Psychology to Boost Conversion Rates

Colors not only influence the first impression, but they also shape the user’s perception of the brand, and they trigger purchasing decisions. After all, it is believed that color accounts for 85% of the reason you bought a product.

In this blog, we will explain five ways in which color psychology can help you increase the chances of your potential customers taking whatever action you wish them to take. Let’s jump in!

How to Boost Conversion Rates with Color Psychology

1. Consider Color Associations

When it comes to choosing a color for your brand, it’s essential to choose one that reflects your business’s message and personality.

Consider the emotions you’ll invoke in the customer when they see your logo and color scheme. Is it helpful? Is it cheerful? Or is it serious?

It’s beneficial to understand the symbolism and psychology behind each brand color as each of them evokes different emotions. For example, blue often symbolizes calm and trust, making it suitable for industries such as technology or financial services. Meanwhile, black gives a sense of exclusivity and luxury. So, it can be a suitable choice for companies that offer sophisticated goods or services.

Of course, you don’t always have to follow your industry trends. Taco Bell does that exceptionally well. It breaks away from the red-and-yellow colors scheme that its competitors McDonald’s and Burger King are known for by using purple. It gives Taco Bell a bold and unique edge, helping the brand to stand apart from its peers. 

Remember, the colors that you choose will become almost synonymous with your brand and can affect how your customers feel about your brand as well as your conversions. So, make your brand color choices wisely! A wrong color can alter how people perceive your brand’s message and influence their behavior. 

2. Know Your Target Audience and How Color Psychology Affects It

There is no one-size-fits-all when it comes to a color that performs the best. You need to choose colors that appeal to your target customer and not cause conflict.

Some critical factors to consider are their gender, culture, buying habits, and age. Each psychographic group will be attracted to different colors for different reasons.

By determining who your ideal buyers are, you’ll be able to narrow down your choices. Understanding your target audience will help you build likeability, trust, and impact on your branding and conversion rate. 

3. Be Consistent with Your Brand Colors

As mentioned earlier, colors are remembered because of the association that is created from that context. Just like how blue is commonly associated with hyperlinks, you need to assign a consistent color for your call-to-action (CTA) buttons. Once you settle on a color that provides the results you want, stick with it.

Avoid confusing your potential customers by using the same color for non-action items such as headings that aren’t clickable. Also, avoid using a lot of different CTA colors on the same page.

Consistency clarifies and, in a way, trains the user to associate that specific color with clicking. This creates a good website user experience, which, over time, is beneficial to your click-through rate. 

4. Use Appropriate Color Combinations 

No matter how amazing your CTA text is, a poor color selection can damage the impact of your message. Choosing contrasting colors that make your main content and CTA button stand out can drive engagement and conversions. 

Have you ever wondered why retailers use red or orange during clearance sales?

That’s because red creates a sense of excitement and urgency. This is useful in catching people’s attention and convincing them to give in to impulse. Similarly, shoppers on a budget will find yellow, navy blue, and orange appealing. 

Visually appealing colors such as blue, yellow, and green have also proved to increase the click-through rate on CTA buttons, boosting sales, adding value, and encouraging sign-ups and conversions. 

Alternatively, if you don’t want to use several brand colors, you could also create different variations of a single brand color. You can do so by adjusting its tint, tone, or shade. As long as your content and CTA button have high visibility and the color choice and psychology works for your brand, there is no issue with that. 

5. Conduct A/B Split Tests 

The final and the most important action to improve your conversion rate is through A/B split testing. It’s impossible to tell for sure whether one color is more advantageous than the other for persuading your specific target audience. There are many variables of color psychology to consider.

So, don’t be afraid to experiment with different variations and keep making improvements. Over time, you’ll be able to see which brand colors help you drive traffic and increase your subscribers, sales, and revenue. 

For instance, one study on  CTA button color effectiveness concluded that a red CTA button 21% more effective than a green CTA button. Everything on the page remained the same. These results emphasize the importance of testing colors to check what works for your specific audience.

Conclusion

From CTA buttons to hyperlinks, color plays a significant role in influencing your potential customers’ actions. It’s vital to have a well-balanced usage of brand colors in your marketing assets to give your business a competitive edge and to increase your brand recognition. 

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