How to Use the Psychology of Color to Increase Website Conversions

You know your niche and understand your customers. You’ve also taken the time to research keywords and optimize your copy. Then you’ve checked that your website works as it should.

Before you go any further, though, there’s an additional step to take: considering the colors and color combinations you use on your website.

We’re not just talking about branding or what looks good here: We’re talking about color psychology and the impact it can have on your visitors and subsequent conversions.

You may not realize there’s more to color than its aesthetic qualities.

The color scheme you use is a crucial part of the buying decision. Even minor adaptations like changing your CTA buttons’ color can dramatically increase your success rates, while your overall color scheme can increase brand recognition.

Let’s cover the impact of color psychology on consumers and how you can use it on your website.

What Is Color Psychology?

Color psychology is the science of how color affects human behavior. It is a branch of the broader field of behavioral psychology. In practice, it’s the science of how color affects human behavior and responses.

The psychology of color can influence how your customers respond to your marketing messages based on the color of your copy, call-to-action buttons, and links.

It’s all part of understanding the customer mindset. However, not every individual responds to colors the same way. This means there are no guarantees for its effects on conversions and branding.

However, it doesn’t mean you should dismiss color psychology and its impact. On the contrary, there are vital facts that are indisputable.

For example, studies show consumers take just milliseconds to form their views on your website’s visual appeal. In addition, color is powerful enough to elevate and evoke moods.

It doesn’t matter what niche you’re in, either. Whether you’re selling clothing, digital cameras, or tech services, it’s essential to make sure your colors work perfectly with every element in your marketing plan. Unfortunately, that’s not always straightforward, since choosing colors is an “imperfect art.”

Here’s what you need to know to make the most of this field.

Misconceptions About Color Psychology

Although there’s little in the way of scientific evidence, there is plenty of consumer research available on color psychology. For instance, one study shows color influences the buying decision.

However, it isn’t a one-size-fits-all solution. The impression a color has can vary depending on the purpose of your advertising and consumers’ age groups.

The impact can vary due to other factors, like:

The industry you’re selling in.
The culture you’re selling to and people’s personal beliefs.
Different genders and their individual preferences.

Additionally, you may see some articles insisting the same color will work well for every type of campaign. That’s just not true. You’ll need to test a mix of color choices before deciding what works best for each specific campaign or site.