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The psychology of colors in branding play a significant role. The colors with which a website is designed have an influence over your lead conversion rates.
Using colors meticulously hence comes across as an important implementation of website design. The idea is backed by research as well.
It starts with coming to figure out the colors that you would like to use for your website, and the ones that render the best possible effects over your site’s typography.
How the psychology of colors in branding has an effect on your conversion rates.
Colors have a significant effect over our being, our perception in particular. We actually interpret the world around us by the means of colors.
Correspondingly, colors play a significant role in adding to the appeal of a website.
Webfx recently published a study which expressed that within 90 seconds of viewing a website, people subconsciously come to a conclusion about whether they like it or not.
For a staggering 60% to 90% of people, it is color alone that defines the buying decision.
As colors have a significant effect over a viewer’s perception, they should be chosen in a way that renders the right first impression.
It is beyond sales that colors work for a brand, and work nicely towards accentuating branding efforts.
Keeping color schemes consistent
Keeping branding consistent makes it easier for an end customer to relate to a brand. He or she can think of a brand each time they comes across something that relates to it.
It is for this reason that brands try and stick to a common color scheme, or color schemes that correspond to each other in some ways.
Color schemes stay consistent across each medium through which a brand interacts with its consumers. That goes for social media, out of home advertising, websites, logos or TV commercials.
Color schemes are sometimes signs of the times. Even slight modifications lay an impact over a consumer’s interpretation of a brand.
Consider Nivea crème, for instance. Their logo has stayed pretty much the same from when they started out. However, they have made slight changes in typographies over the years.
Choosing the colors for a website properly pays rich dividends over time. While it influences your audience’s perception, it also goes to show everything that a brand stands for.
Any change in the styling has an important influence over how a business presents itself.
While colors actually affect purchase decisions, they also render an effect over how much is it that a consumer intends to purchase.
As per a research study conducted by Bags and Bows Online, color comes across as the primary factor influencing the buying decision for 85% of consumers.
Similarly, if consumers come to realize that the shades of an Ecommerce store find a synchrony with their preferences, they tend to shop more.
With the right colors, you can make a sale and even sell more. Your customers may go for discounted offers. And you may find that more people end up subscribing to your email newsletters.
Contrasting colors work the best for attracting attention
Choosing a color properly helps a website designer get a positive response from your viewers.
For attracting attention, contrasting colors work the best. These colors induce segregated emotions among viewers of a website.
Yellowish orange stands for optimism and bringing warmth. It is the shade used by Shell, Ferrari and McDonalds.
Red is the shade of youthfulness and boldness, and is the shade that we find in Kellogg, CNN and Nintendo’s logos.
For a balanced, calm and a neutral persona, gray might meet the bill in the best possible way. It’s the shade of Hyundai, Wikipedia and Apple’s logos.
When choosing colors, there is typically a no ‘one size fits all’ rule. Take Taco Bell, for example.
While a number of food delivery organizations have yellow and red logos, Taco Bell goes ahead with one that is purple. It works nicely for the brand.
Choosing the colors for branding in the right way hence has a lot to do with the unique circumstances you are in as a brand. It also has a lot to do with the consumer demographics that you target.
Buying habits, culture, age and gender of the target audiences, all have an influence over the choice of color that you may choose to go for.
Blue, green and red are colors that men and women alike are likely to find catchy. It is then best to complement these shades with neutral colors, such as grey, black and white.
Figuring out the psychological connection of colors
While women find purple pleasing, it may not work for men.
A highly useful practice with regards to choosing the right colors for websites, logos and marketing collaterals is to figure out the psychological connection that distinct colors have with consumers.
It takes the way you connect with your audience to an entirely new level.
It is not just for online and offline marketing that color psychology renders its effects. They are evident across all fields.
There are certain ways to use colors and color pallets such that the overall effect is exceedingly positive over aesthetics, branding and actionability alike.
Orange is a color that induces confidence in a brand. The shade is friendly, and may be one of the best colors to use for sections related to a call-to-action.
Similarly, when used in brighter hues, orange comes across as a highly attention-grabbing color.
Similarly, when you use green for an interaction with a consumer through text or graphics. It promotes an aura of wealth, tranquility and nature. It’s a soothing color in its entirety.
Choosing the right color palette for a website
You may choose to see the color schemes that brands in a particular domain characteristically use. Similarly, you may consider how the shades vary across geographies.
Green is a color used by a number of industries associated with the food industry. Similarly, Animal Planet and Starbucks’ logos are green.
If you intends your logo or website to induce a feeling of trust and security within consumers, blue might be the best color to go with.
A number of social networking sites, most notably Facebook, use blue for designing their logos. Linkedin, Skype and Twitter are some other top examples.
With the relaxed atmosphere that that blue creates, end customers feel comfortable to create their posts.
There are numerous ways in which a brand can enhance their success with a judicious selection of colors. Redesigning a website is one of them.
By choosing to go with the right color pallets, a brand may come to realize that its value goes up significantly.
The selection of color also depends on the age group of the audience who are likely to be your prime customers.
Denim blue and tangerine orange are some of the top shades for attracting teenagers.
Young adults, in the age group of 20-30 years are likely to be more fascinated by shades, such as sand gold and Carolina blue.
Similarly, smoky teal and apricot pink may work the best for middle-aged people, in the age group of 40-55 years.
Color schemes do play an important role for defining people’s interpretation of the websites that they come across.
It gives a designer credibility and helps him express the emotion that he wants the viewers to feel.
It is hence best to not go for colors that do not meet your audience’s preferences.
Similarly, a color must always be chosen in a way that it makes your main content stand out, so as to drive customer engagement and lead conversions.
Have you used the psychology of colors in branding for your website?
Has this accounted for your brand’s success and/or delivered a unique look for your brand?
If so, let us know in the comments section.
Psychology of Colors in Branding Infographic
Geet Bagrodia is the owner and founder of Vowels Advertising Agency which has offices in Jaipur, Dubai and Melbourne. A designer by profession, Geet has played a critical role in building over 200 brands in the city from scratch. He and his team are actively involved in redefining brands across the globe. Having been in the industry for over 6 years, he has gained deep insights within the entire branding spectrum.