The Psychology of Color in Marketing

Color is one of the first things that people see when they visit your website.

Bright, flashy colors can either draw people in or drive them away. Neutral, earth tones can either entice someone to an earthy website or bore them. Careful color palette selection is important when you begin to design your website and any accompanying company materials. Here’s a few things to keep in mind:

The psychology of color is complex and controversial.

Every person perceives color differently. A person’s preferences, experiences, upbringing and culture all set the tone for how they will perceive a given color. Depending on the nature of your brand, you may want to stick to “safer” or more neutral color palettes, unless you are intentionally trying to defy a norm.

We can generalize people’s experiences with color.

Color is too dependent on personal experiences to definitively say that one specific color means one specific thing, but we can make generalizations. For example, people often see red as exciting. They often see blue as competent.

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Source: Neil Patel

Therefore, a consultant may choose to have a blue palette for her website, and an adventure company may choose to have red.

Consider brand personality.

Every brand conveys a certain “personality”

Dimensions of brand personality include: 

-Sincerity

-Excitement

-Competence

-Sophistication

-Ruggedness

Usually, brands have one personality, and they stick with it. It’s important to select colors that appropriately convey the brand’s goals and messages.

Accent colors drive conversions

If you’re including any call-to-action on your website or blog, make sure it stands out. It’s been shown that if a call-to-action is placed in an accent colored button, it drives more conversions than if it’s placed in a button that matches the rest of the page.

So there you have it! A few tips that will help you effectively choose colors to use when doing anything from web design to business cards.

If you’re interested in learning more about the web design and digital marketing services offered by Crash Creative, be sure to contact us!

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