What is in a color? It is something that most of us do not think about on a day-to-day basis. But are colors really that important? Years of research shows that not only do colors have a psychological effect on us, but different colors influence us in different ways. This has been known by the corporate and marketing world for some time. The colors of everything from the logo and branding of a company to the products on the shelves are often carefully chosen to evoke certain emotions for example, (black = authority, power and elegance). The end goal of carefully chosen colors is to create the right emotions in people to boost sales, conversions and improve marketing campaigns.

A new infographic by Skilled.co looks at the color psychology in more detail, providing 40 facts that can help boost your website conversions and improve any marketing campaign.

Did you know red is a color chosen by such brands as McDonald’s, Coca-Cola, Virgin, and Nike because it is the most emotional color? Not only can it increase heart rate, but it creates a sense of urgency. This is because of its association with fire, blood, and danger. This urgency is why so many clearance sales make use of the color. the urgency makes people feel that they need to buy now as there may not be a chance to buy it later.

It is not necessarily negative, however, as red creates a feeling of excitement and boldness. What brand does not want to be perceived as exciting and bold? Well, perhaps those that choose green, a color associated with growth, nature, and harmony. The color green is often used to induce a relaxed state or to promote natural, healthy or eco-friendly products. The Whole Foods chain uses green for its logo.

Color choices can also vary within different demographics. Impulsive buyers, for example, go for products or displays that are red, royal blue, and black, while those on a budget more often choose navy blue or teal. Women on average prefer softer colors and purple while men prefer bolder colors and replace purple with a preference for black. Marketers need to very clearly consider the target audience when designing a color theme. It is safe to say that there is an art and a science to color when it comes to marketing.

It is therefore clear that color is something that should be considered if you are business or website owner looking for sales and conversions. This is especially true for web design and online branding. In fact, data suggests that 93% find the visuals of a website an influencing factor affecting whether they make an online purchase. 42% of online shoppers base their opinion of a website solely on the overall design, and 52% will not return if they do not find the look appealing.

Research suggests that using a colored call to action buttons can increase an online store’s “add to cart rate” and overall conversion rate. Red, Orange, and Green are the most effective colors, but they have to be used in such a way to stand out. I.e. do not hide your button at the bottom of the page where nobody can see it.

If you want to know more about how different colors affect the human psyche and how you can use this to your advantage when marketing your business or website, take a look at the full infographic from Skilled.co below.

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