Can your brand's color scheme impact the rate of your customer conversions? It may seem like a small item on the long list of considerations, but when a major brand like Southwest Airlines changes its signature hues, as noted by the Dallas News, it's a sign to marketers that color can clearly have a huge impact on your audience's perception and response.
An infographic posted at WebMag.co including data compiled by Kissmetrics relays some new findings on the psychological impact of color. It breaks down the color preferences of the average website viewer by gender (perhaps surprisingly, there are some color overlaps). It also illustrates how marketing firms found success with digital campaigns simply by changing the color of some graphics. For example, Web marketing software vendor Performable changed the color of a call-to-action (CTA) button from green to red and saw a 21 percent increase in conversions. Most marketers will tell you to avoid using the color red, using the "stoplight" reference — green means go; red means stop. However, in an interview with Forbes, psychologist Sally Augustin, PhD, explains that red has the power to remove analytical thinking and spurn immediate action. Think about that classic red sports car impulse buy, and you're on the right track.
The New Rule: There Are No Rules
Yellow means optimism. Blue signifies trust. Orange represents friendliness. At least, these are the common opinions when it comes to color use. However, color is also highly subjective and tied to individual memory and experience. As this Entrepreneur article points out, consumers will respond differently to the same color because of their own personal relationships with that color. In order to use color effectively to improve conversions, marketers must be prepared to make adjustments to color schemes as needed based on engagement. Further, when it comes to color choices, it's important to select colors that accurately describe your brand's look, feel and personality as opposed to stereotypical color stories. For example, if your marketing campaign is geared toward women, avoid pink and glitter. It's blatantly obvious, and not only will your audience see through it, but you also risk negative brand association with such campaigns.
Pay Attention to Culture
Another note regarding your audience's response to color: If your campaign is aimed at varying cultural demographics, it's important to consider what those colors mean to different ethnicities. For example, according to Goinfographic, in Chinese culture, red is associated with good luck. In Muslim countries, the color green is considered holy. In Brazil and other Latin American countries, the color purple represents death and mourning. If your digital marketing campaign has the potential to go global, you may need to make color adjustments to keep your conversions up with international audiences. One thing is certain: regardless of cultural background, WebMag.co points out that it only takes an average of 90 seconds for consumers to make a judgment about your brand's online presence — and color is part of that judgment.