Many businesses and marketers tend to overlook the impact of color on their website. Just because the design is aesthetically pleasing, it does not mean it will also appeal to the visitors in a psychological sense. Colors hold more sway over us than most people realize.
This is what the proponents color psychology put forward. Colors have a profound effect on human behavior. In terms of marketing, the colors you are using on your website can influence the purchasing decision of your customers. According to Design Advisor, 62-90% of product assessment is based on color alone.
When designers are on a mission to optimize a website for conversions, it is important to remember that colors can be turned into a useful tactic for achieving this goal. Here are the main reasons color matters in website design.
Colors Influence the Target Market
In trying to catch your audience’s attention and ultimately convince them to convert, you need to get the message across to the right target market successfully.
Who are you selling your products or services to? Looking closely at your target demographic and their preferences can help you choose the best colors to represent your brand which, in turn, can influence their moods and emotions.
For example, if you are in the cosmetics industry, your target customers are predominantly women. You can appeal to their sense of style and taste by using palettes that they are most receptive to, such as those based on pink or purple.
Colors Inspire Trust from Customers
Your website can only be more effective in converting your visitors into paying customers if you apply the rules of the psychology of color to its most important design elements.
This includes the color or combination of colors you choose to use for your brand and logo design. The color scheme of your branding plays a vital role in building your brand image. Blue, for instance, is associated with credibility, trust, and balance. Unsurprisingly, it is also the most commonly used color in websites and branding today.
Many banks and other businesses in the finance industry choose it in order to assure clients that doing business with them is safe and secure.
Colors Highlight the Important Aspects
Every website has elements that need to stand out in order to fulfill their roles and functions. There is the navigation menu which is meant to guide visitors in the right direction when they are looking for specific information on the site. There are also call-to-action buttons that lead them to your shop, specific landing page, or product page.
CTAs need to stand out from the rest of the page. This is achieved using hues that can draw attention and compel visitors to act. A popular color for achieving this is orange, known for inspiring perspective buyers to perform actions such as making purchases or subscribing.
Taking the time to understand color psychology and explore how it is implemented in web design and branding is a worthwhile endeavor. Applying the wisdom of color psychology is a sure-fire way to make more sales and grow your revenue.
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