Using the Psychology of Color to Increase Your Conversion Rate

You’ve done a solid job of researching your niche and getting to know your customers. You’ve tailored your keywords and optimized your content to get great results. You’ve even done a website audit to make sure it works properly. However, there’s another issue to consider — the colors you use in your design. Beyond what looks good, there’s the psychology of color to consider. Beyond aesthetic qualities, your color scheme can impact the buying decisions of your customers. When implemented correctly, it can be used to increase your conversion rate. Let’s take a look at color psychology and how to put it to use. 

What is the Psychology of Color? 

The psychology of color is the study of how color impacts human behavior and is a part of behavioral psychology. It can affect your customers’ response to your marketing message when using color specifically for your links, copy, and call-to-action buttons. By understanding how your customers think, you can use that knowledge to increase your conversion rate. 

But people respond to colors in different ways, so there’s no one-size-fits-all solution. With consumers taking a fraction of a second to judge your website based on its visual appeal, you want to leverage those milliseconds with every advantage you can. Color psychology works across every niche, so implementing it with your website helps you gain more results from every visitor. 

Where Should You Implement Psychology of Color? 

There are specific areas where you’ll want to use color psychology to increase your conversion rate. Areas you’ll want to improve your use of the psychology of color include headline text, borders, backgrounds, graphics, buttons, and pop-ups. That said, you can also use these tips in your logos, landing pages, menu bars, branding, social media, photos, videos, product design, and email marketing. It all depends on your choice of marketing channel

Color psychology is critical because it communicates values. Careful color choice in your branding provides a range of benefits. First, it creates clarity of purpose, allowing your company to stand out from the competition. Second, it creates an initial impression when visitors come to your website while retaining that impression with regular customers. Finally, it can be used to increase your conversion rate. 

Your goal in marketing is to build the best possible website to improve ROI to grow your business. Color psychology is relatable for most people and should be used to enhance your marketing messages. Here are a few tips to help you decide which colors to use. 

colorful umbrellas

Gender Preferences 

Though color preferences aren’t universal, some preferences tend to fall along gender lines. Generally speaking, women prefer subtle tones that are lighter or subdued, specifically purple, green, red, and blue. By comparison, men like the same colors but in deeper or brighter tones. In addition, certain colors have specific connotations for many people: 

  • Blue builds trust. This is among the reasons why financial institutions use it in their branding, including Capital One, Visa, Bank of America, and PayPal. Generally speaking, blue also represents loyalty, security, and responsibility. However, it’s avoided in food packaging because it may be a natural appetite suppressant. 
  • Yellow is associated with caution. That’s why it’s used for wet floor signs, traffic signs, and other warning signs. However, it’s also connected with positivity, happiness, warmth, joy, fun, creativity, and confidence. The shades of yellow also matter, with bright yellow grabbing the attention and golden yellow curating curiosity. 
  • Green for growth. Green is commonly linked to natural products, food, the environment, and the great outdoors, which is why it’s used at parks. However, it can also be related to health, creativity, innovation, and balance. This makes it an excellent option for sustainable initiatives and promoting eco-friendly products or services. 
  • Orange creates positivity. Though it’s one of the less favorite colors for many people, it is also linked to determination, happiness, and success. It provides a feeling of warmth for your branding without the inherent aggressiveness of red. It can be energetic, leading to impulse purchases due to its suggested urgency, making it great for conversion elements. 
  • Black is elegant. There’s something to say about the sum of all colors, and black is frequently used for luxury brands. It creates a sense of mystery, along with elegance, sophistication, and luxury. It is also commonly used for authority, prestige, and power, which is why it’s used in many logos. However, it can be overwhelming, so use it sparingly. 
  • What about white? White space is considered part of good website design, providing a clean, uncluttered look. It works well in minimalist design, creating contrast in typography and a dash of color to stand out. For a less severe look, off-white tones such as ivory or cream add warmth. 
  • Bright primary colors for CTAs. Though studies can’t agree on the best colors for call-to-action elements, brands often favor bright colors, such as green, blue and red, though Amazon stands out by using orange in their CTA elements. However, more important than that is the contrast and tones work with your branding. 

Best Practices in Psychology of Color 

However, changing out your colors doesn’t mean you need to start over. Here are some best practices: 

  • If designer-recommended colors don’t work, recommend changes. 
  • Complement the existing color scheme with appropriate color psychology tones, such as adding yellow to your usual blue. 
  • Test different colors to find the perfect combination. Set up an A/B split test and find out which one works best. 
  • Don’t overdo it. Too many colors create confusion, so add white space to separate the different tones. 

In Conclusion 

Using the psychology of color for increasing your conversion rate is an easy way to maximize your company’s growth. Strategic Growth Advisors provide our clients with the best outcomes for your business and are ready to help you find the right solutions for your marketing needs. Please feel free to contact us today with any questions or to schedule a consultation. 

How to Find Your Brand’s Audience Online

Running a business is about delivering value to a unique audience and doing it in a way that few to no other organizations can match. The good news is that there are as many ways to do that as there are stars in the sky. However, if you don’t know your target audience, what motivates them, what they like, what they want, and what they need, only an incredible stroke of luck will bring your online branding efforts together. In business, we don’t like to rely on luck. It’s nice when it comes along, but this is business- not a roulette table.

So the question is, how do you find your target audience online?

How to Find Your Brand’s Online audience

Finding your target audience is about finding out who is most likely to be interested in what you do or sell. It means learning where they live, where they work, what they like and dislike, how much money they make, and what they need and want.

We want to be asking questions like:

  • Where does my audience spend time online? Offline?
  • How do they communicate?
  • What is their age range, profession, location, job title, and so on?
  • What are their lifestyle and personality?
  • What pain points prevent them from buying?
  • What guides the buying choices they do make?

In short, your goal is to know enough about the people in your target audience that if you were in the same room with them, you could speak to them casually and comfortably about how your product or service can fit nicely into their life and budget. The alternative to knowing these things is to waste valuable time and effort putting out messaging to a generalized audience or an assumed audience. But we want to help take the risky element of luck out of your advertising campaign and help you reach your audience with the following proven steps.

1. Start with the Customers You Have

Unless you’re just starting out, you should have already had a few customers. Begin by looking at the traits exhibited by those who’ve already proven their interest in your product. Start with those who have spent the most, those who are the easiest to communicate with, and have been loyal for the longest length of time. Reach out to them, both to let them know how much they’re appreciated and to ask them to answer a questionnaire. You may offer them discounts for filling out a survey or answering questions about who they are and what they like about your brand.

2. Speak in Terms of Benefits, Not Features

Suppose you were selling flashlights with belt clips and USB chargers. Rather than talk about how great these features are in your ad copy, talk about how your flashlights are easy and convenient to charge and that they are always close at hand no matter where you are. People who have specific wants and needs will find the features they need because they think about solving problems. By speaking to the buyer who always wants a light nearby that can easily charge when they sit down at their computer, you automatically draw in your target audience. In this way, you draw them in naturally. All you have to do from there is get to know them.

3. Gather Data on Your Audience

Once you’ve established who has bought your products or service already and started talking in terms of benefits rather than features, it’s time to start gathering data. Start sending out questionnaires just like in step one. Give them every opportunity to tell you who they are and why they enjoy buying what you’re selling. People love to feel like they are being listened to, and this is your chance to show them that you’re listening.

4. Send Out Surveys

Some people like to receive surveys, some don’t, and some are indifferent. You can incentivize them to answer by offering deals, discounts, and recognition. Make it worth their while to share information. After all, good customer data is worth its weight in platinum.

5. Look for Trends in Customer Feedback

It could be that your particular target audience doesn’t like being probed for information by merchants. It would be nice to know this ahead of time, rather than rubbing them the wrong way with spam. Reading up on customer feedback trends will help. Find out what’s the most accepted way to reach out to customers. Is it by saying “hi” on social media? Is it via email

questionnaires? Or should you offer them space to leave a review on your website? (Hint: Yes, you should.)

6. Own Your Niche

As mentioned, the key to success is delivering value in a unique way. The more specific your niche, the more connected your audience will be to your brand. The more niche-focused you are, the more loyalty your audience will exhibit- and the more confident you can be that your messaging is on-point.

7. Know the Competition

Every general of every army in history has had a portrait of the enemy leader on his mantle. The simple lesson here is the importance of knowing your chief competitors. Know their value proposition, their unique service and offerings, and their target demographics. By knowing these things, you can take their successes as lessons, avoid their mistakes – and most importantly, you can avoid confusing their target audience with yours.

To learn more about finding the most in need of and most interested in what you sell, get in touch today. Our branding experts at StratGrow can help you find your voice, grow your online audience, and start getting those five-star reviews today!