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As our brains process images 60,000 times quicker than text, color can have a huge impact on buyer's decision to purchase, and therefore on your landing page’s conversion rate. According to Kissmetrics, 85% of shoppers place color as the primary reason for why they buy a product and color increases brand recognition by 80%.
Color also has a unique ability to attract certain types of consumers and impact shopping behavior:
Impulse shoppers tend to gravitate toward black, red orange, and royal blue. This is evidenced by the colors found in fast food, outlet malls, and clearance sales.
Shoppers on a budget tend to be influenced by navy blue and teal. This is evidenced by the typical color schemes found in large department stores and retail banking.
Traditional buyers are drawn to pink, sky blue, and rose. Clothing stores will use these customers to attract traditional buyers to their shops.
Color is one of the most effective ways to evoke emotions. Colors can make us feel happy or sad, relaxed or tense. Various studies show that using colors correctly you can establish a certain emotional connection with consumers.
Yellow is a great color to give a gentle energy to a landing page. It is mainly used to inspire happiness, laughter and hope. However, you should use yellow sparingly as it can also irritate the eyes if it is overused.
Red can be a great way to draw attention to an element, like a CTA, but use in moderation as the color can become overwhelming. Red can bring out emotions of passion and love, as well as anger or danger. Red also has a tendency to cause us to feel hungry, which is why you see fast food chains like KFC and McDonalds make heavy use of these colors in their branding.
The use of the color green can be done to emphasize regeneration, clean, health and wealth. Green is commonly found in financial institutions, as it is indicates financial health and possibility. Green is also known as being the easiest color our eyes can process making it easier for us to focus on other elements on the landing page.
Orange is less inviting than Red, but still grabs attention. Orange is one of the most common colors for creating CTA-buttons.
Seeing the color blue causes the body to release chemicals that are calming, which causes it to evoke feelings of soothing, calmness, and spirituality. Dark blue is commonly found in corporate designs because it promotes stability and professionalism. Lighter blues give a more relaxing and friendly feel. Take Twitter and Facebook, for example.
This color is associated with creativity, royalty, nostalgia, and wealth. Like blue it can also have a calm and soothing effect, however depending on the shade it can also be used to create intrigue. Purple can be used to make a design appear more luxurious or wealthy, and is often used in beauty and anti-aging products.
It’s important to understand that work doesn’t end with simply creating a landing page. Continuous testing of the copy, layout, images and, in particular, color is necessary to understand what exactly suits your target audience and really affect the conversion.
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