The growing popularity of colour psychology has been accompanied by a wealth of research that has helped many business owners and web designers decide on colour schemes for their marketing and digital marketing strategies. Colour choices matter more than most people realize, with recent research pointing out that for over 80% of customers, colour is the main reason for choosing a product. Color also matters for branding purposes – as DesignAdvisor points out, colour choices can account for up to 80% of a brand’s ability to be recognized. Let’s explore three key rules when it comes to colours related business decisions:
1. Your target audience matters
While many business owners might be tempted to choose colour based on their personal preferences, this might not be the wisest choice. A better approach would be taking the time to get to know your customer base and establishing a strategy that will cater to their colour preferences. This will increase customer satisfaction, and in turn, your revenue as research has shown that colour preferences differ among ages, genders and even types of customers. For instance, traditional buyers prefer pink and sky blue, while impulsive buyers lean towards orange and royal blue.
2. Colours have meaning
The main principle of colour psychology is that colours carry meaning. People typically associate different colours with certain corresponding messages, emotions and even memories. There is a wealth of information about the most common colour associations people make, and while these are not absolute, they can help determine some useful guidelines when establishing a brand’s identity. For example, blue often inspires trust and tranquillity. Thus, many trust-demanding industries such as health care and business and finance corporations use blue in their logos and colour schemes.
3. Contrast is important
While it’s true that colour choices can greatly influence branding efforts, they are also an extremely important resource for web designers. Some colours are better than others when wanting to capture a visitor’s attention – for example, experts have figured out that red, orange and green are the best colours for a call to action buttons when it comes to successful conversions. This is partly because they are highly contrasting colours, meaning that they will stand out from most layout colour schemes when a visitor is scrolling through a page. This type of insight on colour for web design purposes has helped many websites improve their conversion rates, revenue and in some cases even aided in search engine optimization efforts.
These three rules can be applied to entrepreneurship, brand management or marketing, and are an important reminder not to disregard the potential that lies in well thought out colour choices. If you think in terms of your audience, you will quickly realize that colour can be an effective way of establishing a relationship between a business and their clients. Remembering that colours have meaning will improve your chances of nailing a great branding strategy (think of how pervasive red is in Coca-Cola’s branding for instance). Finally, understanding that colour choices are an excellent tool for bringing attention to your website and taking it to a new level.