There are four psychological primary colors – red, blue, yellow and green. The psychological effect of these colors on us goes deeper than we think. While the blue color has a calming effect on us, black represent elegance and sense of exclusivity. Similarly, red denotes strength and yellow signifies joy and happiness. In the current age of competition, it has become highly crucial for online businesses to use these psychological effects to their benefits. The fact of the matter is that colors do aid in increasing the conversion rate of an online business. Let us take a closer look at it.
Once prospective customers reach your landing page, you have 90 seconds to convert them.
When you have so much less time to entice a user, it becomes paramount that you come out with all guns blazing. You need to put your best effort to ensure that the conversion rate of your website is high. And believe it or not, the colors you use on your website play a major role in it.
Why is that a brand associated with health or peace mostly chooses green as their primary color? Why is that a brand catering specifically to females use chic colors like pink or purple as their primary colors? Studies have shown that a color increases brand recognition by 80%. For example, if I ask, which brand comes to your mind when I say “RED”, your answer probably will be Coca-Cola. Likewise, if you ask any teenager, which brand comes to mind when they hear “GREEN”, their answer probably will be Spotify. Such is the effect of colors on humans. In addition to this, there are several other factors like:
Ecommerce companies can also alter their sales by adopting a color that appeals to their targeted marketplace because:
Therefore, if the primary color used on your ecommerce store does not appeal to the visitor, there is a huge probability of that visitor not returning to your website.
As discussed above, colors affect user’s emotion and by leveraging this you can easily draw their attention, hence increasing the conversion rate of the website itself. The bottom line is that color plays a major role in developing a perception of prospective customers about a specific brand.
So, the real question is how to make colors a high point of customer-experience and marketing ?
Also Read: 15 Tips to Design a Perfect Contact Form
When you are discussing with a website designer, the overall design of your website, the color is probably the last thing on your mind. However, the fact remains that it is probably the most powerful thing that can result in success and failure of your website. Moreover, you often tend to go for the colors, which appeal to you yourself. Have you ever done a research on your target audience, trying to find which color will help your online business the most?
The above image is better known as Robert Plutchik’s famous “wheel of emotions”. It illustrates how variant shades of some colors correspond to variant emotional states. It is often used as a benchmark for determining which color would be best suited for a website. Tools like color-wheel of Canva can also be used to find out what colors go well together and generate the perfect color schemes for your website. In addition to that, you should also do a market analysis of which color properly denotes your sector. For example, if you are in food tech then it is best you choose a shade of red.
Mere understanding, which color theme your website should adopt will not suffice. One has to analyze and use colors systematically to ensure optimal results. This brings us to the next big question; why should you use the colors. As we are talking about the color scheme of a website, we need to take cognizance of several aspects like hero graphics, headline, borders, backgrounds, buttons, and popups.
Proper use of colors focuses on four crucial principals, the right way, right time, right audience and right purpose. So to create the best impact, use a combination of three colors and apply 60-30-10 rule.
There are colors all around us. When we say grass, the color that comes to our mind is green. The same is applicable vice versa too. Working on the same psychology, big brands, and online businesses have started to focus on colors in order to build a connection with their audience. This not only helps increase the trust factor but also results in better conversion rate.
An appealing and revenue generating website is the upshot of rigorous analysis and user focused design. If you are not able to generate expected revenue from it, chances are it lacks on both the fronts.
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