Did you know that 85 percent of shoppers base their product purchasing decisions on color?
As humans, we are inclined visually. People make different choices based on attraction with something pleasing to their senses and the sense of sight comes first. A consumer is first willing to purchase or reject a product due to the way it appeals to their sense of sight before they consider other reasons. To illustrate, a lady goes into a boutique and what catches her attention is a blue halter gown and she is immediately excited. Meanwhile the seller comes to her with a seemingly more attractive white pencil gown.
“This would look more beautiful on you” The seller says beaming with smiles but the lady replies “But it is white! I have a date and I can’t afford to make mistakes. Blue never fails me”
There you go, the lady, I will now call Sarah has already established some form of trust for the colour blue and it is also this way with a large amount of women out there.
Another illustration is when we think of big brands like telecommunications or banks we already have a colour in our head. MTN brings to mind the colour yellow, while when we talk of first bank, the colour white and blue comes to mind.
All of these helps in establishing a solid brand identity which is a key ingredient in building trust, making consumers feel comfortable. Thus, an alteration in these colours by the mentioned brands could be disturbing.
According to research, “Colours increases brand recognition by 80 percent.” Brand recognition boots customer’s confidence. Hence, just as much attention is given to a brand’s logo, same level of attention should also be accorded to a website, why this? Research has it that “People make a subconscious judgment about an environment or product within 90 seconds of initial viewing. Between 62 and 90 percentage of that assessment is based on colour alone.”
Before picking a colour for your website, here are 4 tips you must have in mind.
1. What do Colours say
Before choosing colours for your website, is essential to know how colours are perceived and interpreted on an emotional level.
For example, if you’re an organic food company, your best bet would probably be green because it’s associated with nature and health. If you are a travel agency, your best bet would be orange because it reflects excitement and enthusiasm. While the best bet for a beauty brand would be purple because it shows wealth, success & wisdom.
Below is an image of the breakdown of the emotions and psychology behind common colors by Fast Company
2. Consider your overall demographic:
Considering your overall demographic before setting out to choose colours for your website is a fantastic idea. The first thing to do here is to think about your target demographic. Who is it you are trying to reach and sell to? What type of emotions are you trying to arouse in them?
Consider the personality and emotions of your target audience. Then choose the best color to serve as the primary colour for your website colour scheme.
3. Consider Gender
When choosing colours for your website, bearing in mind the gender of your potential customer is another way to attract the attention of your customer. Thus, it is essential to know what Men’s favourite colours are, what women’s favourite colours are and design your website to fit their choices.
Research from Joe Hallock’s Colour Assignments found that on average each gender has definite colour preferences.
Below is an image of the results.
As you can see, men really like blue and dislike brown and purple. Women like blue and purple and dislike brown and orange. Thus, designing your website around these colours will attract potential customers.
4. Let go of your biases
A costly mistake most brands make is deciding the colours of their website based on their personal preferences rather than psychology. Red or blue being your favourite colours should never be a reason why you design your website using Red or Blue. A beauty company targeting female demography is better off designing their websites with blue and pink rather than orange based on personal preferences.
With these tips, you can now model or remodel your website and attract your potential customers. In the long run, this will enable you to make an emotional connection with more visitors and can contribute to a lower bounce rate, more time spent on your site, and a higher conversion rate. All of which can have a tremendous impact on your business.
Check out examples of websites with excellent color schemes here.
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Izuehien Mary Ngozi
Social Media Manager