Marketing starts with colour.
Close your eyes and imagine any world-known website. What do you see? We bet it’s an abstract image of the page, consisting of multi-coloured blobs, or maybe the brand’s logo (the examples of good logos can be found at Design Contest Logo Design)
The similar picture appears in minds of millions of visitors, so the primary goal when choosing colours for commercial purposes is to convert them into an effective advertising tool. Let’s learn how to do it in practice.
Being a marketer, you would be familiar with the scheme of the decision-making called AIDA, which was proposed by Elmo Lewis in 1898. Mr. Lewis was convinced that the buyer goes through several mandatory steps:
The right choice of colours allows to convert the maximum number of visitors right to a target action, i.e. it increases sales.
Colour is a monopolist of users’ attention. But whether all colours equally effective?
Theory of Colour or a Brief History
There is a certain theory that helps to choose the colours that affect the behavior of the target audience, as well as attracting visitors’ attention, holding them and pushing to the expected action. This theory is called “Colour Theory”, and it has long been used by successful artists and designers.
The degree of visual impact is largely determined by colour and colour combination, which both affects our behavior.
Colour theory is quite deep topic that is in interest of society for a long time: the earliest mention of this theory appeared in 1435, the times of the Italian Renaissance.
First there were four “true” colours: red (the colour of fire), blue (air), green (water), and gray (land); it was thought that any other colour could be obtained by mixing of these 4 main colours.
Later, Leonardo da Vinci, Isaac Newton and some other scientists have proved that there are only three main colours: red, yellow and blue.
The modern theory of colour was suggested by Albert Munsell, who introduces such terms as shade, brightness and colour saturation.
These three categories are fundamentals of the psychological associations with colour.
In the past few decades, there appeared a few other digital colour theories…theorists, designers and web developers have put a lot of efforts to figure out how to understand and accept the colour through the digital platform.
How a Theory of Colour is Associated with the Conversion of Landing Pages?
When users come to the website, his/her impression is a matter of a few seconds.
That is why the spectacular landing pages are so important to your success: if you do not attract the user’s attention in the first 8 seconds, then most likely you will lose him/her forever.
There are two ways to use colour theory to create a selling landing page:
- The combination of contrasting colours for ease of readability.
- The use of psychologically justified colour associations.
These two approaches allows you to convey a specific message to the user, as well as to choose a colour for the target page based on what is really going to be effective, not on the principle of a “good appearance “.
Using the theory of colour you will:
- Keep users’ attention for as long as it possible.
- Call target audience to action.
- Significantly reduce the bounce rate.
- Increase conversion.
Colours and Associations
- Red. Use this colour to stimulate sales. It calls senses of healthy ambitions, determination, and leadership. The text marked in red always catches attention, so be sure to highlight in red what has value.
- Yellow. A one more colour to focus the attention of the audience. It’s the best to make accents since it’s warm and comfort. Yellow is recommended for branding connected to goods and services for children.
- Orange. It best suits sports products since it is associated with activity and energy.
- Blue. Please use blue colour if you want to call for the trust, honesty, and loyalty. Blue colour adds consistency, stability, and professionalism to your brand. It describes your company as a leading on in the sphere. But be sure not to overdo with blue since it may cause apathy and sometimes even depression.
- Green. As you know, green symbolizes nature. It’s a great choice for all medical services. Green is also connected to wealth and money. However, note that green is a passive colour.
- White. A clean colour which never spoils the design. It’s good for a background and quite harmonic when used together with other colours.
- Grey. It’s not the best choice for a business; grey can be used to hide unnecessary information since it doesn’t attract attention.
- Black. It’s one the most powerful colours that can give you perfect results when using in combination with other bright colours. Black is the most common colour for text information.
- Brown. Use dark shades of brown to associate audience with wealth; bright shades call the sense of availability. Brown colour creates an image of the reliable and stable brand.
- Pink. It’s commonly used in a world of fashion. Purple is a glamor colour which can mean prestige and elegance until used too much. Be sure to control the gamut when using purple.
- Purple. It’s almost the same as pink, just with the addition that it can be used to express the mood of magic and mystery.
Thus, knowing the psychology of colour, you’re able to determine what colour sells your product best. Choose the main colour and use it as the core to create a website design of your dream!
The Bottom Line
Colour possibilities are almost limitless. Thanks to a “proper” colour, you can push users to the expected action, while poorly chosen colour can be confusing and increase the bounce rate.
Although the use of colours in marketing and branding is sufficiently predetermined by the psychology of emotions, you shouldn’t strictly follow someone else’s recipes.
Search for your own colour combination that could bring you leads, conversion and profits. Don’t forget to test everything you change, since colour is a powerful tool, intolerant to carelessness.
About The Author
Brian Jens definitely knows what’s going on in the world of trends and tendencies. Being a part of DesignContest team, he enjoys blogging and designing with all his inventiveness.