The colors are omnipresent in our lives; they inspire our actions. Because of the way our brains work and the correlations between sight and perception, color affects us to a very deep level. Perhaps, more than many marketers think!
The significance of colors has a much greater impact on our everyday actions than we can believe. What is color psychology? How do colors influence our emotions? What do the colors mean? What do colors transmit in different cultures? We all associate with each hue, a determined feeling, and different concepts. In this article, I will introduce you to the psychology of colors, its practical applications, and how you can use colors to improve conversions on your WordPress website.
In an article on the Huffington Post, Leslie Harrington, the CEO of the Color Association of the United States explained:
“We react on many levels of association with colors. Social and cultural levels as well as personal relationships with particular colors also have an influence. Color reactions are also natural. For example, when we look at red, our heart rate is accelerating. It is a stimulating color. This goes back to when we lived in caves and where the red color of the fire was associated with danger and alarm.”
What Do Those 7 Colors Mean in Psychology?
This subject has provoked passionate debates. Professionals such as psychologists, sociologists, linguists or market researchers interpret the meaning of colors. They analyze phrases such as “being green of jealousy”, examining the most common colors according to different product categories or doing extensive studies on different populations.
- Red – Energy
- Orange – Fun
- Yellow – Optimism
- Blue – Confidence
- Green – Growth
- White – Neutral
- Black – Mystery
1. Red – Energy
Red is the most passionate color, it alerts us and captures our attention immediately. According to the color psychology, red is linked to love, blood, joy, suspense, beliefs, and war or forbidden things. It constantly appears on traffic signs and prices discounts. It’s the color of the emergency.
2. Orange – Fun
Orange represents warmth and joy and brings optimism and confidence. Associated with sunny days and bright light, orange brings a positive vision of life and embodies good health while being challenging.
3. Yellow – Optimism
Yellow is joyful, inspiring and playful. It is also the most luminous color. Used in a physical (rather than psychological) context, it can damage the eyes, giving a sense of anger and frustration.
4. Blue – Confidence
Blue is the color of honesty, loyalty, and trust. The favorite color of men, blue is a calm color with soothing virtues. Perhaps this is one of the reasons why doctors and nurses wear blue and green (incidentally, these two colors lie on the opposite of red in the color spectrum).
5. Green – Growth
Because of its association with nature, green embodies growth and tranquility. Being in the middle of the color spectrum, it is considered the color of balance. Green tends to reassure. On the other hand, nowadays, it is increasingly associated with the dollar, the greenback, and therefore money.
6. White – Neutral
White is associated with sterility and cleanliness. Due to the representations of white and pure religious figures, this shade also symbolizes holiness and goodness. White does not transmit stimulation to our senses, excessive use may seem cold and boring.
7. Black – Mystery
Apart from its negative connotations such as “evil” (in opposition to white), death and penumbra, black can be seen as a mysterious, hidden color of the world. In color psychology, black represents power and control.
According to Judy Scott-Kemmis, “Those who love dark can be conventional, conservative and serious, or they can see themselves as sophisticated and dignified. Taking all of this into consideration, black can be a rewarding shade, if used properly, and for the right audience.”
Color Psychology and Conversion Rate
When considering the use of certain colors in the UI of your website, you must first consider its association with the brand. The main objective is to maintain the integrity of the brand; only then can the message and the atmosphere be addressed.
A research titled “Impact of Color in Marketing” showed that 90% of decisions made on certain products are based solely on color. As KISSmetrics recently revealed, men and women perceive the same color differently.
After thinking about the intended audience, you need to think about conversion. What colors will push your audience to click on your CTA? I recommend that you perform an A / B (or A / X) test because different approaches may work differently for a product.
Here is an experiment conducted by HubSpot:
Placing the above call-to-actions in a modern context (such as driving, where green means “Go” and red “Stop”), it is easy to determine which of these buttons would have the highest conversion rate.
If you think the green button outperformed, think again! The red button surpassed the green by 21%! Surprising, isn’t it? The color to use for a CTA is a hot debate in design and marketing circles and it really depends on the product.
The lesson to be learned, however, is clear: regardless of preliminary research, the color combinations should always be tested prior to deployment. Each client is different and can respond differently to each color for a variety of reasons, including mood, location, behavior, color scheme and more.
The Two Types of Consumers and Colors
If you want to improve the conversions on your website, it is essential to know the impact of colors on emotions and their representations. Indeed, one of the key factors in improving the conversion rate of a WordPress website is the knowledge of colors and how they should be used on websites.
52% of users will not come back to a website if they are not satisfied with the aesthetics, while 93% of buyers believe that the visual aspects are the main influencing factor that determines their purchase decision. To achieve better results, call-to-action buttons must be red, orange or green, only if they differ from other content on the site.
In general, the potential customers could be divided into two general categories:
These are mainly attracted to pink, fuchsia, and sky blue. These colors work well at online stores where the large ratio of visitors is traditional buyers with set patterns.
Royal blue, black and red-orange are the colors that work for these buyers. This is why these colors often appear at websites that depend on impulse buy decisions of their visitors. for instance, many food related websites are designed with blues and reds as the main color theme.
Learning color psychology and the proper use of colors can result in significant conversion rate. The choice of colors cannot be arbitrary since these have the power to communicate different feelings and values. Having a qualitative and functional website is not enough. Indeed, choosing a selection of aesthetically pleasing colors is essential to improving the user experience and increase site’s conversion rate.