Impact of Colors

From a product’s packaging design to logo and website design, one of the aspects that most of the businesses and people do not consider is the color and design of the product, logo or a website. The fact is that they should!

Colors have a noteworthy influence when it comes to both online and offline conversions and there is a huge possibility that your test on changing a color might end up increasing your conversions dramatically.

This is exactly what happened to Performable when they had changed the color of their call to action button from green to red resulting in 21% increase in conversions.

No matter if you are investing a huge amount on your custom CMS software or going for Open Cart, WordPress or even Website Builder, one thing that you need to care about is to choose your color scheme wisely so that it does not  contradict with the mood of your audience. For instance, the impact of colors and aesthetics should be taken into account while creating a website or a logo for restaurants, fast food chains and more.

Why Colors are Important:

Studies suggest that colors have a powerful physiological influence on human brain. 92.6% of the people say that visual dimensions is the number one influencing factor affecting their perchance decision, especially when it comes to home appliances (especially big appliances). According to the studies, 2 out of 3 won’t buy unless they find the desired color they are ideally looking for.

When it comes to a website for your business, it is important to know your audience and see what colors do they like and what they don’t like to see. For instance, if you are running a fashion brand that deals in female clothing, you will need to devise color schemes using colors that are popular amongst the females. The color scheme will be different if your target audience consists of males.

Impact of Colors on Human Being:

Every color has a different impact on human brain and they have their own different meanings. Generally, the impact of colors can be classified into two main types:

  1. Natural Associations – In such cases, the  natural colors are considered to  have a same impact on everyone, for instance, Green is always associated with  soothing atmosphere and tree whereas Yellow is for sun and light.
  2. Cultural Associations – This can have a different impact changing from culture to culture. For instance, White is usually considered as the color of peace whereas in some parts of the world, it may be considered as the color of death.

You might have noticed that most of the fast food chains usually decorate their franchise with vibrant colors such as red, orange, etc.  because these colors encourage people to eat quickly and leave which is exactly what these food chains want.

Whereas in case of restaurants, they usually use soothing and calm  color schemes such as shades of  blue, which gives a positive feeling to human brain and allows them to relax and spend more time at the restaurant, possibly leading to bigger orders for food.

Colors’ Impact on Brand Recognition:

There are some brands online as well as offline that increase their brand recognition to a greater extent just by using colors. Skype builds its reputation by providing a free communication platform; however, it’s the blue color of their logo that has engraved into the audience’s brain over the years. Same is the case with brands like Coke-a-Cola and McDonalds.

According to a study, colors help increase brand recognition up to 80% and that is why it is always recommended for website designers to play around with colors from time to time just to see which one renders the best influence. There are many brands that have made millions just by playing around with different colors on their websites.

What Colors should I Use on my Website?

There is no straight answer to it as the nature of every business is different and so is the website. The best thing is to do some research around your brand that includes survey, market research and more.

  • Target Audience – It is important for a brand to know their target audience and play around with colors accordingly. As mentioned above, men like different colors as compared to women; however, gender is not the only criterion to be kept in mind;   you need to dig more and find out the age and location of your target audience as the color choices greatly depending upon the audience’s demographics and age as well.
  • Market Research – Before you launch the product or the final website, it is important for you to do some beta testing by sharing your website with a small audience and getting their feedback. This will help you stay away from bigger risks.

The idea is to use safe colors instead of playing on the edge. This will not only make your targeted audience love you but they would also recommend you to another in case they are looking for something that you offer.

Do a Little Test!

If someone asks you for a tool that allows you to make free voice calls, what would you suggest and how will you define that brand? My answer would be “Skype”- the blue cloud-shaped logo!

This is exactly how the human brain works and if you choose the right kind of colors, you will easily occupy a place in your target audience’s head.

What colors are you using on your website? Are they captivating enough for your audience?

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