We always feel pretty relaxed in verdant landscapes like parks and gardens. Ever wondered what’s up with that? Well, walls having brown or golden hues make us feel warmer while those with lighter colours like an off white or pale blue make us feel cooler. You sense some sort of emergency or warning upon seeing a red sign….yes the bond between human perception and colour is hard to deny.
If you are a marketer or a graphic designer, you might have long known that colour plays a significant part in the successful completion of any marketing campaign. Certain colours can trigger different emotions in customers, thereby improving brand relevance and authority. Colours can make or break your marketing campaign, but when we use it in the right way, at the right time, for the right purpose and with the right audience, it can skyrocket your conversion rate. Of course, it’s a tricky game I must say; it can either look harmonious or nightmarish!
Feeling stuck? I have put this guide to show you seven colours that escalate sales along with the kind of emotions they evoke.
Want to make something that indicates urgency, confidence or power? Choose red, which is the brightest, hottest and the most powerful hue in the colour wheel. Such a strong colour is hard not to notice when used in website design.
It can grab the attention of visitors by evoking various emotions. That’s why it is often used for Call-to-action buttons and in sales ads.
The applicability of red in its various shades is an additional advantage.
For instance, bright shades when used in combination can give a very clean appearance of professionalism and modernity.
A feeling of warmth, cosiness and reliability can be achieved with the use of dark red.
Best types of sites to use the various shades of red;
- Food site
- Dating and Relationship site
- Fitness and exercise site
- Site selling make-up or beauty products
- Remember, too much red can be aggressive and can affect your campaign adversely
Blue indicates a sense of peace, loyalty, tranquillity and stability. Blue is widely used in the marketing space, owing largely to these emotional triggers.
Have you ever wondered why our social media platforms like Facebook, Twitter and LinkedIn embrace various shades of the colour blue? It evokes a safe and comfortable feeling.
What does blue do for the sales?
It creates a welcoming atmosphere that is not intimidating or boring. Plus, it triggers purchase intent. This makes blue a great option for businesses like finances, medicine or insurance.
Darker shades of blue give a sense of tradition, seriousness and intelligence while lighter blue is associated with freedom and security.
Open the window and marvel at the incredible variety of green shades expressing life. Green is said to be the most calming shade to the human eye. Being exposed to green can increase your level of creativity.
Popular brands like WhatsApp, Spotify, android have chosen green as their logo colour.
The colour automatically communicates a connection to the earth and is an excellent choice for products or services that are associated with environment, ecology and value.
Although the colour can have certain limitations for many industries, you can’t go wrong with it for real estates, financing, restaurants/ food industry and eco-friendly businesses.
It’s a lot easier for your visitors to click on a green Call To Action button than other colours. But don’t make the mistake of placing a green CTA button on a green background, contrasting colours work best as they make CTA buttons stand out.
Often associated with power, wisdom, luxury and magic, purple is the balancing colour between red and blue. Purple designs have a unique touch of sophistication about them and are a surefire choice for premium quality service, luxury look and beauty products.
Various shades of purple (like lavender, plum, deep purple, amethyst ) go well with websites for beauty, fashion, education, finance, entertainment, business and technology. Light purple has more feminine energy, while bright purple is associated with royalty and wealth.
Black portrays something expensive, stylish, classy and sophisticated! But it’s a rare choice in most websites’ colour schemes. Being the heaviest one in the colour wheel, it is difficult for us to highlight other colours in a black background.
You can easily use a black background for images, graphics and animations. You will notice black used on power and luxury brands like Rolls Royce, Lamborghini, Mercedes-Benz, Loreal and many others. It’s also worth noting that black works best for portfolio websites, design studio websites, exclusive product presentations and unconventional content.
On a practical note, do not use black when you have too much content and be a little bit careful with text on a black background.
It’s a vibrant colour which combines the brightness of yellow and boldness of red. Orange is mainly used for expressing a tinge of playfulness, excitement, joy and fun.
Associated with optimism and confidence, the colour brings a positive vision of life. Though it is quite rare in marketing materials, orange helps your company to stand out. It also pops really well against certain backgrounds.
Just like red, orange has high visibility, so it works best highlighting important elements such as calls to action buttons.
The essence of white is simplicity, purity, faith, cleanliness and softness. It makes people think of new beginnings and is the source of many positive feelings. The hue is used to add visual emphasis to text and images where simple and minimalistic designs are preferred.
Antique white, snow, paper, cream, linen, beige, pearl and ivory are different variations of the colour white. When paired together, white and black creates a striking contrast. Also, the dramatic combination of white and grey is greatly adaptable for a range of designs.
However, it’s not recommended using white as a button colour unless your background is darker in tone.
Selecting colours can look like a negligible thing, but it is regarded by brands and business as a highly influential part of sales conversion. Just changing from the wrong colour scheme to the right one can have a massive effect on your campaign. Which colour do you think is the most effective? Take your time to decide how you present yourself.