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Track, analyze and engage to get more customers. It’s a no-brainer fact of any website that color affects conversions. So, the bottom line is: use the right colors, and you win. In order to really appreciate the tips below, you’ll benefit from a little information on color psychology. Color psychology is the science of how color affects human behavior. Color psychology actually is a branch of the broader field of behavioral psychology.
Suffice it to say that it’s a pretty complicated field. Some skeptics are even dismissive of the whole field of color psychology, due to the difficulty of testing theories. There are key facts of color theory that are indisputable. In a peer reviewed journal article, Satyendra Singh determined that it takes a mere 90 seconds for a customer to form an opinion about a product.
Color psychology is a must-study field for leaders, office managers, architects, gardeners, chefs, product designers, packaging designers, store owners, and even expectant parents painting the nursery for the new arrival! Our success depends upon how we use color. Let’s get oriented to our context. Since color is ubiquitous, we need to understand where you should use these color tips.
This article discusses the use of color in website design. Specifically, we’re talking about the color scheme of a website, which includes the tint of hero graphics, headline type, borders, backgrounds, buttons, and popups. The tips that we discuss below can be applied in similar ways — menus, sidebars, color schemes, etc. Using the Right Color in the Right Way Color is a tricky thing. You have to use it in the right way, at the right time, with the right audience, and for the right purpose. For example, if you are selling bouncy jump houses — those things that kids play in — you don’t want to use a black website. For the jump house site, you want lots of bright and vibrant colors, probably some reds, greens, and maybe a splash of yellow for good measure.
If, on the other hand, you’re selling a product to women, you don’t want to use brown or orange. Maybe that’s why L’oreal uses black and white, with purple overlay, in their e-commerce homepage. I’ll explain all the tricks below. Here are some tips that the pros use when dealing with conversions and color. Color Tips that Will Improve Your Conversions 1. Women don’t like gray, orange, and brown. They like blue, purple, and green.
The sociological differences between color preferences is a whole branch of study unto itself. Patel got it right when he cited the colors preferred, and disliked, by the two genders. Other studies have corroborated these findings, revealing a female aversion to earthy tones, and a preference for primary colors with tints. Look at how this is played out. Visit nearly any e-commerce site whose target audience is female, and you’ll find these female color preferences affirmed. Milani Cosmetics has a primarily female customer base.