A Word About Color

     

Published: November 23, 2015

Choosing the right color scheme for your website involves more than just selecting your favorite colors or using your company’s standard color scheme. The experience that visitors have on your website could vary tremendously just from a few color changes, and our conversion rates could skyrocket just by changing the color of a single button on your website.

Not convinced? Let’s take a closer look at the psychology of color and how it affects the success of your website design.

The Role of Color in Decision Making

In 2006, a study was published that looked into the way people decide what they think of a product or a person. Most people come to a conclusion in less than two minutes, and up to 90 percent of that assessment can be based on color alone. The study found that the use of color can influence how a person feels, and that changes their attitude towards different people and products.

Color definitely plays a role in how people feel about your brand or your products, but can it also affect their behavior? In other words, can color really change whether someone clicks or not? Let’s look at a few case studies and find out.

Color vs. Color: It Matters

Several prominent case studies have been published that have taken a look at what happens when only the color of one element of a web page is changed. Here are the results of two of them.

1. Home Page Color. While compiling statistics and research for an infographic about how color affects our emotions, marketing magnate Neil Patel ran a quick test to see if he could improve his own conversions by changing his home page colors from blue to yellow. The result was a 30 percent increase in conversions.

2. The Button Test. While working on a home page, HubSpot tested the color of the button for the page’s main call to action. Their hypothesis was that calming, reassuring green would outperform the alarming red. To their surprise, the red button got 21 percent more clicks.

Choosing the Right Colors

Aside from the fact that red can be a good color for drawing clicks, the important takeaway from the HubSpot test is that you can never base your choices on what you think will work. Instead, split testing or A/B testing is an essential part of the process. Every product and every brand is different and what works for one might not always work for another.

In other words, do not assume that just because red worked in that instance that it will work for you. Instead, come up with at least two different colors to try and run a test where everything on the page is the same except the single item that you are testing. Then, let the test run long enough until a clear winner pulls through.

Trust the Results

making color work for you is to run plenty of tests and then trust the results. Most people will probably find that in most cases, their presumptions are off—even if they are based on past experiences and proven results in other cases. If performance is your top priority, then only trust performance when making your selections even if you personally hate the color combination that everyone else seems drawn to.



Categories: Web Design & Development
Tags: color, web design, psychology of color
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