40 Facts About How Psychology of Color Can Boost Website Conversions [Infographic]
2018 has flown by, and as we get closer to the end of the year, we can start thinking about the lessons learned from the main trends in the use of color, and how they helped drive conversions and establish a company’s brand image.
In this post, we’ll focus on case studies that show the power of color and the impact of smart color choices for business image and revenue.
Color and branding
It’s no secret that color choices affect how prospective clients perceive a brand and its message. We see a growing focus on color as a message in budding companies as they attempt to establish a competitive edge in their markets through branding. Apart from the aesthetic value of color choices, brands are now also considering the message associated with a particular hue as well as the specifics of their niche. This helps pick the colors that most accurately depict the brand’s message to the public.
Many older brands have had to grapple with the fact that their original choice of color was not the best one. As a consequence, some brands have relied on marketing experiments to attempt to fix these problems by trying out colors that may perform better in terms of revenue.
Heinz ketchup, for example, changed their branding to green, instead of their traditional red. This had a significant impact on business, as the company saw the most significant sales increase in their history, $23M in only seven months!
An increasing number of web designers are looking for ways to draw attention to call to action buttons through color. Recent research has shown that red, yellow and orange are among the best colors for driving conversions.
Companies are experimenting with contrast and minimalist designs to work out their best strategy. The impact of these changes can be huge. For instance, VegasSlotsOnline changed their call to action buttons from green to yellow and experienced a surge in conversions of 175%.
Beamax saw an increase in clicks of more than 50% after changing their link color to a highly contrasting red, instead of their original blue. Red has proven to be very successful; Dmix increased conversions by more than 30% when they changed their CTA buttons to red, and after testing, Hubspot confirmed that their red CTA button outperformed the green one by 21%.
Smart Color Choices
New research shows that 93% of online users find that aesthetic factors are the number one influencing variable when deciding to make a purchase. In the online world, this translates to an enjoyable user experience and a good looking site; more than 40% of users will decide to trust a site based on aesthetics alone.
These facts make a case for smart color choices even stronger. We are bound to see a growing number of designers utilize color for more than its aesthetic value, as research continues to uncover possible interpretations that a viewer will have when faced with a particular color scheme. Color psychology is the reason why hospitals commonly use blue (since it induces tranquility), high-fashion brands prefer black (since it conveys elegance) and much more. In a nutshell, marketing teams and small business owners are starting to think more about what color means, and how they can use it to their advantage.