How the Psychology of Color Can Increase Your Website Conversions Neil Patel, co-founder at KISSmetrics
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Neil Patel - KISSmetrics - @neilpatel ! Neil Patel is a serial entrepreneur and the co-founder of KISSmetrics and Crazy Egg. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. Your presenter
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How Colors Affect Us 1
Humans Can See About 10 Million Different Colors Colors Can Create Emotional Reactions One study examined which colors were the most and
Pleasant Hue
Most Pleasant & Most Arousing
Least Pleasant Yellow:
Most Arousing Green-Yellow:
Red & Yellow Red & yellow shown to elicit more brain activity than green or blue
Colors Affect Buying Decisions • Consumers buy products in colors that they find most appealing at the time of purchase • 90% of snap judgments made about products can be based on color alone (depending on the product). • Colors impact how consumers view the personality of a brand
Using the Psychology of Colors to Your Advantage 2
Logo Color Helps in Establishing Differentiation
Colors Help a Product and Brand Stand Out Think Apple’s aluminum color and white cables.
Influences Consumer Perception Use colors to establish your differentiation from competitors
Ignore Stereotypical Color Associations Color preferences are determined by experience. Color Guidelines for Web Conversions Contrast is key when forming CTAs
Facebook’s Sign Up Button
Charity Water Donate Now Button
Red In competitive situations, a red background made people pay more.
Blue In negotiations, a red background decreased a consumer’s willingness to pay as compared to blue.
Blue In fixed price settings, consumers are more influenced by blue.
Blue Researcher says: “Because these consumers were also only competing with the seller, purchase likelihoods were lower with red backgrounds compared to blue, indicating that their willingness to pay may have been lower.”
Red & Blue Red induces aggression relative to blue.
What This Means
For You In competitive situations, test using a red background.
For fixed-price scenarios, test using a blue background.
Color Psychology for Men and Women Men and women vary in their color preferences
Men’s Favorite Colors
Women’s Favorite Colors
Gender Color Preferences
Questions? Neil Patel Co-Founder KISSmetrics ! @neilpatel Thue Madsen Marketing Associate KISSmetrics ! @thuelmadsen
3. Neil Patel - KISSmetrics - @neilpatel
!
Neil Patel is a serial entrepreneur and the co-founder of
KISSmetrics and Crazy Egg. He helps companies like Amazon,
NBC, GM, HP, and Viacom grow their revenue. The Wall
Street Journal calls him a top influencer on the web and
Entrepreneur Magazine says he created one of the 100 most
brilliant companies in the world.
Your presenter
9. Humans Can See About 10 Million Different Colors
Source: http://www.simoneye.com/blog/how-many-colors-do-we-actually-see
10. Colors Can Create Emotional Reactions
One study examined which
colors were the most and
Source: http://psycnet.apa.org/journals/xge/123/4/394/
least pleasant
20. Most Pleasant & Least Pleasant
Most Pleasant:
Least Pleasant:
21. Most Arousing & Least Arousing
Most Pleasant:
Least Arousing:
22. Red & Yellow
Red & yellow shown to elicit more brain activity
than green or blue
Source: http://emotion-research.net/Members/AlexGenov/Genov,%20Schall,%20Laird,%201999.pdf
23. Colors Affect Buying Decisions
• Consumers buy products in colors that they find most appealing at
the time of purchase
• 90% of snap judgments made about products can be based on color
alone (depending on the product).
• Colors impact how consumers view the personality of a brand
Sources: http://faculty.haas.berkeley.edu/c_lee/manuscript.pdf
http://www.emeraldinsight.com/journals.htm?articleid=1558119&show=abstract
http://link.springer.com/article/10.1007%2Fs11747-010-0245-y
29. Ignore Stereotypical Color Associations
Color preferences are determined by experience.
Source: http://news.discovery.com/human/evolution/colors-preferences-evolution-style.htm
40. Red
In competitive situations, a red background made
people pay more.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
41. Blue
In negotiations, a red background decreased a
consumer’s willingness to pay as compared to
blue.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
42. Blue
In fixed price se!ings, consumers are more
influenced by blue.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
43. Blue
Researcher says:
“Because these consumers were also only
competing with the seller, purchase likelihoods
were lower with red backgrounds compared to
blue, indicating that their willingness to pay may
have been lower.”
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
44. Red & Blue
Red induces aggression relative to blue.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
45. What This Means For You
In competitive situations, test using a red
background.
46. What This Means For You
For fixed-price scenarios, test using a blue
background.
47. Color Psychology for Men and Women
Men and women vary in their color preferences