Color has a tremendous impact on our feelings, emotions and behaviors. Color has the capability to subtly deliver a brand’s personality and underlying core values. For some, the colors used in their marketing strategy become iconic. Who doesn’t recognize Starbucks by the distinct shade of green used in their logo or Google by their use of bright, primary colors?
Color is so important to consumers, that in one survey, nearly 85% of customers cited color as one of the primary influential factors in their purchase decisions. Color isn’t only key for creating a logo and brand identity, though; it can also motivate customers through the sales funnel when used purposefully in web design.
Making Instant Connections
When a visitor lands on a website, it only takes about 90 seconds for them to form an opinion. This means that a business has a mere minute and a half at the most to convince them that they should stick around.
90 seconds isn’t enough time to read a ton of content or even watch a video, so something needs to happen to capture their attention and encourage them to stay a little longer.
Aligning the color strategy of website design with the target customer’s motivations is key to making this happen.
For instance, yellow gives a feeling of energy and movement. It’s one that kids love – think Cheerios or McDonald’s golden arches - but that many adults are hesitant to connect to. A bank that uses a lot of yellow in their web design doesn’t immediately convey the message of trust and this can be a turn off for many banking customers. On the other hand, a gas station/convenience store aligns perfectly with the friendly, in-and-out energy that yellow provides.
Knowing Your Audience
Making the most of color psychology in web design involves understanding the color preferences of the target audience you want to connect with. This is one area of web design where demographics really matter, as color preferences can vary widely between genders, generations and even socioeconomic status.
For example, purple is a color that conveys elegance and luxury, so one might think that it would be perfect for a high end real estate website or luxury car dealership. Except that men generally don’t like it. Luxury businesses that appeal to a mixed demographic of both men and women will want to stick with classy, elegant colors that are more neutral, such as black.
Understand the Motivations Behind Color
What is it that you want to accomplish with your website? Are you looking to nurture a long relationship built on trust factors or are your services based on a customer’s urgent, immediate needs and you need to fuel quick action? The right colors can accomplish these goals.
It’s important to infuse your web design with the colors of your brand, but don’t be afraid to experiment with complimentary colors that highlight your message and purpose, and inspire movement from your audience.
Would you like to know more about how color psychology can improve your website’s performance? We can help. Contact Inquisitek and let our marketing and design professionals help open up the potential of your website today.