how the psychology of color can increase your website conversions
TRANSCRIPT
Neil Patel, co-founder at KISSmetrics
How the Psychology of Color Can Increase Your Website Conversions
@thuelmadsen #KISSwebinar
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Neil Patel - KISSmetrics - @neilpatel !Neil Patel is a serial entrepreneur and the co-founder of KISSmetrics and Crazy Egg. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world.
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Doing Business on the Web for 11 Years
@neilpatel #KISSwebinar
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1 How Colors Affect Us
2 Using the Psychology of Colors to Your Advantage
3 Color Tips
Today we will cover
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How Colors Affect Us
1
Humans Can See About 10 Million Different Colors
Source: http://www.simoneye.com/blog/how-many-colors-do-we-actually-see
Colors Can Create Emotional Reactions
Source: http://psycnet.apa.org/journals/xge/123/4/394/
One study examined which colors were the most and
least pleasant
Pleasant Hue
Source: http://psycnet.apa.org/journals/xge/123/4/394/
Blue:
Most Pleasant & Most Arousing
Source: http://psycnet.apa.org/journals/xge/123/4/394/
Blue-Green:
Pleasant Hue & Most Arousing
Source: http://psycnet.apa.org/journals/xge/123/4/394/
Green:
Pleasant Hue
Source: http://psycnet.apa.org/journals/xge/123/4/394/
Red-Purple:
Pleasant Hue
Source: http://psycnet.apa.org/journals/xge/123/4/394/
Purple:
Pleasant Hue & Least Arousing
Source: http://psycnet.apa.org/journals/xge/123/4/394/
Purple - Blue:
Least Pleasant
Yellow:
Least Pleasant & Most Arousing
Green-Yellow:
Least Arousing
Yellow-Red:
Most Pleasant & Least Pleasant
Least Pleasant:
Most Pleasant:
Most Arousing & Least Arousing
Least Arousing:
Most Pleasant:
Red & Yellow
Red & yellow shown to elicit more brain activity than green or blue
Source: http://emotion-research.net/Members/AlexGenov/Genov,%20Schall,%20Laird,%201999.pdf
Colors Affect Buying Decisions
• Consumers buy products in colors that they find most appealing at the time of purchase
• 90% of snap judgments made about products can be based on color alone (depending on the product).
• Colors impact how consumers view the personality of a brand
Sources: http://faculty.haas.berkeley.edu/c_lee/manuscript.pdf http://www.emeraldinsight.com/journals.htm?articleid=1558119&show=abstract http://link.springer.com/article/10.1007%2Fs11747-010-0245-y
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Using the Psychology of Colors to Your Advantage
2
Logo Color Helps in Establishing Differentiation
Colors Help a Product and Brand Stand Out
Think Apple’s aluminum color and white cables.
Influences Consumer Perception
Use colors to establish your differentiation from competitors
Ignore Stereotypical Color Associations
Color preferences are determined by experience.
Source: http://news.discovery.com/human/evolution/colors-preferences-evolution-style.htm
Stereotypical Color Association
Purple means “imaginative and wise”
Stereotypical Color Association
Red means “excitement, youthful, and bold”
Stereotypical Color Association
Blue means “trust”
Stereotypical Color Association
Green means “peaceful, growth, and health”
Ignore Stereotypical Color
Associations!
Color Guidelines for Web Conversions
Contrast is key when forming CTAs
Facebook’s Sign Up Bu!on
Charity Water Donate Now Bu!on
Lings Cars
Color Tips
2
Red
In competitive situations, a red background made people pay more.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
Blue
In negotiations, a red background decreased a consumer’s willingness to pay as compared to blue.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
Blue
In fixed price se!ings, consumers are more influenced by blue.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
Blue
Researcher says:
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
“Because these consumers were also only competing with the seller, purchase likelihoods were lower with red backgrounds compared to blue, indicating that their willingness to pay may have been lower.”
Red & Blue
Red induces aggression relative to blue.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
What This Means For You
In competitive situations, test using a red background.
What This Means For You
For fixed-price scenarios, test using a blue background.
Color Psychology for Men and Women
Men and women vary in their color preferences
Men’s Favorite Colors
Source: http://www.joehallock.com/edu/COM498/preferences.html
Women’s Favorite Colors
Source: http://www.joehallock.com/edu/COM498/preferences.html
Women’s Favorite Colors
Source: http://www.joehallock.com/edu/COM498/preferences.html
Women’s Favorite Colors
Source: http://www.joehallock.com/edu/COM498/preferences.html
Gender Color Preferences
Source: http://www.ncbi.nlm.nih.gov/pubmed/2235253\
THANK YOU
Neil Patel Co-Founder KISSmetrics
@neilpatel
Questions?
Neil Patel Co-Founder KISSmetrics
!@neilpatel
Thue Madsen Marketing Associate
KISSmetrics !
@thuelmadsen