Colour Theory Crucial to Conversion RatesColour Theory Crucial to Conversion Rates /wp-content/uploads/website-colour-logic.jpg 700 411 Gravitate Digital Gravitate Digital /wp-content/uploads/website-colour-logic.jpg
When used effectively, colour has the power to grab our attention, transform our mindset and heavily influence our purchasing decisions. With this in mind, it’s clear that choosing a colour scheme for a website can be one of the most important decisions you will make to ensure high click-through and conversion rates.
Research into colour theory confirms that visitors are more likely to convert when designers use certain shades and colour combinations. Colour can even be used to improve our self esteem and alter our attitudes and behavioural patterns when shopping online.
Putting colour theory into practise
A successful landing page takes into account colour contrasts, readability and psychological associations. Rather than focusing on appearance alone, it’s important to consider which colours will work to entice your target audience, increase sales and reduce bounce rates – both on your site and for any email correspondence or brand information you might send to customers.
Creative Director of Gravitate Digital, James Ronson, advises: “Make sure to take some time prior to designing your site to think about the associations you would like visitors to make when they think of your brand. Are you aiming for customers to feel safe, reassured and secure when they make a purchase? Or would you prefer them to feel pressured into a fast sale?”
Which colours are known for their strong psychological associations?
Green is the easiest colour for our eyes to process. It’s best known for promoting health, relaxation and balance.
Perfect for luring visitors into a call to action, Orange brings about associations of warmth and security. Feeling confident in your service means visitors are more likely to convert.
Red is a universal symbol of strength, excitement and energy – the ideal choice for grabbing customer’s attention and inspiring impulsive purchases.
Often linked with loyalty and trust, Blue works to promote communication – perhaps then it’s no surprise that two of the biggest social media platforms in the world, Facebook and Twitter boast blue logos and use a blue interface.
Yellow produces feelings of optimism and has been shown to promote self esteem. Usage could be targeted towards making customers feel good about themselves and their conversion decisions.
Sleek, sophisticated and oozing efficiency, the use of Black makes sites appear streamlined.
Luxurious Purple creates thoughts of quality and is often used to boost high end products and services.