How Can Colours Affect Your Conversion Rate?

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If you own a website then you should know that colour is extremely influential.  It has a huge impact on when people are making a purchasing decision. According to 2006 study “Impact of color on marketing” by Satyendra Singh, customers usually make their initial judgment on a product or website within 90 seconds. The study goes on to show that 62-90% of that judgement is based on colour alone. Without prior experience to a logo, we begin to associate a brand with certain characteristics based on the primary logo colour.

If you’re confused by all this then don’t worry – we’ve included some important statistics below to help you choose which colour you should use.

Important Colour Statistics

colouring pencils

Colour has an impact on our daily lives and can affect our mood. Despite your own opinion there is evidence to suggest that the colours on your website can affect the way people buy. Some of the most important statistics include:

  • 85% of shoppers say that colour is the primary reason for buying a product.
  • 66% of people won’t buy certain appliances unless it comes in their preferred colour.
  • 26% of full colour ads in magazine get recognised more than black and white ads.
  • Colour increases brand and logo recognition by 80%

As you can see from the statistics above colour probably had a larger impact than you expected and plays an important part when making decisions. The colour of a brand can affect the success and conversion rates more than you would imagine.

Colours that Affect your Spending

With over 16.7 million colours to choose from it can feel overwhelming to decide which ones to use. Fortunately people have done studies on the psychological impact colours have on individuals. Here are some of their findings:

Burgundy – Rich and refined

Black – Colour of sophistication, seriousness and reliability

Green – Used to attract eco-minded people

Blue – Trust and dependability

Orange – Fairness and affordability

By using certain colours on your website you can aim to attract more attention and increase the interaction with visitors. Black for example, might be linked to death and gloom but is a powerful performer and is seen as serious, reliable and ideal for interviews and first dates.

how colours affect conversion rate graph

The chart above is from a survey that asked people which colour most inspires confidence. From looking at the results you can see the obvious winner is Black. You can also see that Orange is definitely not the new black as it was surveyed as one of the worst colours to inspire confidence.

Important Colours to Avoid in Web Design

When choosing a colour it is important to also decide which colours to avoid as some colours can activate the wrong emotions and give a different message than the one you are trying to convey.

Pink – Can be very gender specific which can cause issues targeting both genders. It can also be used to show weakness.

Grey – A neutral colour that can represent loneliness and sadness.

Brown – When used on its own brown can present boredom.

Black – Can be associated with confidence but is also the traditional colour for death and fear. So make sure it’s not over used and is used with other colours.

Orange – Considered an arrogant colour and can be linked to frustration. Definitely not the new black.

From looking at the colours above if you’re a big lover of the colour pink then you might want to keep your pink thing private. Pink is seen as a fluffy, playful colour, unsuitable for almost any social occasion and can even be viewed to signify a lack of intelligence. When it comes to splashing some colour into your business we recommend you avoid personal preferences and listen to the data.

We hope this article has provided an insight in to how colours can affect your customer moods and your overall website conversions. If you’re looking for help to select a colour or theme for your web design project then contact us below and we’ll be glad to help.

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