Are you into online marketing? Are you wondering why your website is not getting the traffic that you hoped it would get? Are you frustrated selling your innovative new gadget to people and being shrugged off? This might be of help to you.
A recent article published by Fast Company shares that colors play an important role in our purchasing decisions. According to the study, nearly 90% of an assessment for trying out a product is dictated by color alone. Thus, as we strive to further promote our products, be it a website, consumer electronics or clothing, understanding this phenomenon and how it impacts our business is very important.
First, let us discuss the emotions colors trigger within us. Being completely aware about the impact of colors on the way we feel is not always readily obvious. Hence, the Logo Company has come up with a detailed breakdown of which colors are best suited for which types of companies and why. Below are some examples:
So, deducing from the graphic above, entrepreneurs and marketers alike could gain some insight about how the color scheme of their materials affect their target audience. For instance, if you wish an aura of credibility and professionalism, you might want to opt for black rather than red. If you represent an eco-centric business, green might be the best option for your business card and website.
Further expounding, take a look at the graphic provided by Fast Company:
They were able to directly map emotions solicited from different colors companies worldwide choose to sport on their logos and brand packaging. For instance, Apple, Mercedes Benz, Honda, Puma and Wikipedia exude a neutral and calm aura that overall indicates balance and harmony.
So, for the average entrepreneur or web designer, what do we get from these information? Well for one, it should be able to help us properly design and package our products to suit our target market and to effectively promote your goals, objectives and more importantly, your vision. Secondly, we could also utilize these to correctly address different genders in our marketing. According to KISSmetrics, if we are to promote a product targeting women, blue, purple and green are the best options while orange, brown and gray are a no-no. Meanwhile, for men, blue, green and black are the most effective while brown, orange and purple are found to be otherwise.
But, some of us might ask: to what extent does color affect our emotions and purchasing decisions? Well, in a separate experiment, the folks at HubSpot tried changing the color of a single button on a website and observed its effects. Their experiment looked like this:
They tested two color variants for their “Get Started Now!” button, one green while the other one is red. From the graphics above, we know that green connotes ideas pertaining to the nature and the environment, and that it suggests people to move forward as exemplified its use on traffic lights. On the other hand, red connotes excitement and passion, and that it suggests stop or danger. As such, they expected the green button to outperform the red button in terms of overall user impression. However, much to their surprise, the red button outperformed the green one by 21%. This brings us to an important conclusion: Despite all the studies, generalizations are extremely hard to make. Whatever change you make, treat it first as a hypothesis, and see if the actual experiment supports your ideas.
Source: Fast Company