color-brain

The colours are omnipresent in our lives, they inspire our actions. Because of the way our brains work and the correlations between sight and perception, colour affects us to a very deep level. Perhaps, more than many marketers think!

The significance of colours has a much greater impact on our everyday actions than we can believe. What is colour psychology? How do colours influence our emotions? What do the colours mean? What do colours 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 colours, its practical applications, and how you can use colours to improve conversions on your WordPress website.

In an article on the Huffington Post, Leslie Harrington, the CEO of the Colour Association of the United States explained:  “We react on many levels of association with colours. Social and cultural levels as well as personal relationships with particular colours also have an influence. Colour reactions are also natural. For example, when we look at red, our heart rate is accelerating. It is a stimulating colour. This goes back to when we lived in caves and where the red colour of the fire was associated with danger and alarm.”

What do that 7 colours mean in psychology?

This subject has provoked passionate debates. Professionals such as psychologists, sociologists, linguists or market researchers interpret the meaning of colours. They analyze phrases such as “being green of jealousy”, examining the most common colours according to different product categories or doing extensive studies on different populations.

Red – Energy

Red

Red is the most passionate colour, it alerts us and captures our attention immediately. According to the psychology of colours, 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 colour of the emergency.

Orange – fun

Orange

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.

Yellow – Optimism

Yellow

Yellow is joyful, inspiring and playful. It is also the most luminous colour. Used in a physical (rather than psychological) context, it can damage the eyes, giving a sense of anger and frustration.

Blue – Confidence

Blue

Blue is the colour of honesty, loyalty, and trust. The favorite colour of men, blue is a calm colour with soothing virtues. Perhaps this is one of the reasons why doctors and nurses wear blue and green (incidentally, these two colours lie on the opposite of red in the colour spectrum).

Green – Growth

Because of its association with nature, green embodies growth and tranquility. Being in the middle of the colour spectrum, it is considered the colour of balance. Green tends to reassure. On the other hand, nowadays, it is increasingly associated with the dollar, the greenback, and therefore money.

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.

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 colour of the world. In colour 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.”

Colour psychology and conversion rate

When considering the use of certain colours 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 Colour in Marketing” showed that 90% of decisions made on certain products are based solely on colour. As KISSmetrics recently revealed, men and women perceive the same colour differently.

After thinking about the intended audience, you need to think about conversion. What colours 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 colour to use for a CTA is a hot debate in design and marketing circles and it really depends on the product.

Compare

The lesson to be learned, however, is clear: regardless of preliminary research, the colour combinations should always be tested prior to deployment. Each client is different and can respond differently to each colour for a variety of reasons, including mood, location, behavior, colour scheme and more.

The two types of consumers and colours

If you want to improve the conversions on your website, it is essential to know the impact of colours on emotions and their representations. Indeed, one of the key factors in improving the conversion rate of a WordPress website is the knowledge of colours 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:

Traditional buyer

These are mainly attracted to pink, fuchsia, and sky blue. These colours work well at online stores where the large ratio of visitors is traditional buyers with set patterns.

Impulsive Buyer

Royal blue, black and red-orange are the colours that work for these buyers. This is why these colours 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 colour theme.

Wrapping Up!

Proper use of colours can result in significant conversion rate. The choice of colours 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 colours is essential to improving the user experience and increase your conversion rate.