With regard to retail, shopping is the art of persuasion. There are a wide range of factors that influence how and what consumers buy. One of the most powerful visual tools when it comes to advertising is colour.
Colours impact us significantly and play a key role in our responses. When our eyes absorb a colour they communicate with a part of the brain known as the hypothalamus. This triggers a series of signals that lead to a release in hormones that affect mood and behaviour. Research suggests that 90% of all product assessments are related to colour. When it comes to your online marketing strategy and goals, there is nothing more important than website conversion, and the way you use colour can have a considerable impact.
Studies have shown that it takes no more than 90 seconds for a potential consumer to form an opinion about a product. On average, 62 -90% of the response is determined by colour alone. Colour essentially plays a critical part in the aesthetic appeal of your website and the subsequent actions of your potential customers.
You need to consider the use of colour in every part of your website including graphics, borders, backgrounds, buttons, pop ups and headline types. By selecting colours that correlate with the theme of your company and the nature and tone of your product, you maximise your chances of connecting with the right people. Bright vivid colours that work for one company may be entirely inappropriate for another. The study of colour in consumerism is complex, but there are basic fundamentals that serve as a helpful guide.
Surveys have highlighted the fact that women respond positively to blue, purple and green but do not respond as well to grey, brown and orange. Further studies have proved to corroborate these findings, and the results indicate a female aversion to earthy tones and a preference for primary colours and their variations. Male gender and colour studies have shown a preference for blue, green and black and an aversion to purple, brown and orange.
Blue tends to inspire feelings of calmness, and it is described as conveying a subtle message of trustworthiness. This can be used to your advantage on your website and landing pages. Facebook has over 1 billion active monthly users, and as a company that bases its values on trust, it is of little coincidence that it has been blue since its inception over a decade ago. Yellow is predominantly associated with happiness and positivity. People tend to link green to environmental and outdoor issues with black pertaining to sense of value and luxury. A strategic use of colour can contribute substantially to the optimisation of your website and help to increase your sales potential. If you require any help or advice on your website design, our team are on hand to help you make the most of your design and appeal to the widest possible customer base.