Do you remember the last time you were at the mall, trying to make a purchase decision between two similar items?
You probably turned both items this way and that, had a look at the specifications and features, perhaps spoke to the sales agent at hand to clear some doubt, before finally putting one item down in order to buy its competitor.
You probably walked away duly convinced you had made your purchase based on the most logical reasons possible.
But that would likely not be an accurate description of the process that had just taken place.
Research shows that up to 90% of a consumer’s initial judgment of a product is based on color. The role emotions play in persuasion cannot be overstated, and the impact of colors on the emotions cannot be overemphasized.
Sure, your enquiries had something to do with your final purchase, but your ultimate choice between two similar products had more to do with the color than you may have realized.
The following statistics put forth by Kissmetrics reveal how of an impact colors have on purchase decisions:
- When rolling out new products, brand managers should consider the visual appearance and color of their products more than other factors since 93% of shoppers use it to make their purchasing decisions.
- A recent study revealed that 85% of shoppers identified color as a main deciding factor when making a purchasing decision.
- Color increases brand recognition by 80%, and brand recognition has a direct impact on consumer confidence.
- Certain colors attract certain types of buyers. Teal and navy blue attract budget shoppers, while red, black and orange attract impulse buyers. Pink, sky blue, and rose attract traditional buyers.
- In one study, about 42% of online shoppers based their opinion of a website on the design alone. 52% of online shoppers don’t return because they are not happy with the overall aesthetics of a website.
Big Brands like Coca-Cola, Nike, Facebook, Apple, Starbucks, Armani, and many others have been in on this truth for many years and have been using them to sharpen their branding and marketing efforts for decades.
There is also a significant amount of science backing the impact of colors on emotions and ultimately on purchasing decisions.
But what does this have to do with your online efforts and your website?
Far more than words and images, colors have the potential to make or break a user’s experience. And the right colors in the right place can make all the difference in the world.
Without the right aesthetics and design, your website could lose its appeal to the majority of visitors who pass by.
Here are a few tips you can use to make sure you’re not losing most of your potential leads:
- Use Blue to Build Trust: Especially if you run a business that offers a service that requires trust, such as a financial institution. Your bank is probably already ahead of you in this regard.
- Use Yellow to Indicate Caution: Wet floors, Traffic signs, you can also use this color on your website wherever appropriate.
- Use Orange to Create a Sense of Urgency, Haste, or Impulse: Orange inspires a sense of urgency and impulse which will make your visitors to act more quickly. You can use this color on call-to-action signs and buttons.
Like anything that deals with humans there is hardly a one-size fits all solution on how best to use colors on your website. That’s why A/B testing is so important in coming up with a color scheme that works for your business and stops you from losing customers because your website didn’t “feel right”.
Give us a call or text today at 802-865-2000 to start chatting about color and your website.
