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How the Psychology of Color 
Can Increase Your Website 
Conversions 
Neil Patel, co-founder at KISSmetrics
Join the conversation on Twi!er 
@thuelmadsen #KISSwebinar
Neil Patel - KISSmetrics - @neilpatel 
! 
Neil Patel is a serial entrepreneur and the co-founder of 
KISSmetrics and Crazy...
Doing Business on the Web for 11 Years
Join Neil on Twi!er 
@neilpatel #KISSwebinar
Today we will cover 
1 How Colors Affect Us 
2 Using the Psychology of Colors to Your 
Advantage 
3 Color Tips
WATCH WEBINAR RECORDING NOW
How Colors Affect Us 
1
Humans Can See About 10 Million Different Colors 
Source: http://www.simoneye.com/blog/how-many-colors-do-we-actually-see
Colors Can Create Emotional Reactions 
One study examined which 
colors were the most and 
Source: http://psycnet.apa.org/...
Pleasant Hue 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Blue:
Most Pleasant & Most Arousing 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Blue-Green:
Pleasant Hue & Most Arousing 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Green:
Pleasant Hue 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Red-Purple:
Pleasant Hue 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Purple:
Pleasant Hue & Least Arousing 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Purple - Blue:
Least Pleasant 
Yellow:
Least Pleasant & Most Arousing 
Green-Yellow:
Least Arousing 
Yellow-Red:
Most Pleasant & Least Pleasant 
Most Pleasant: 
Least Pleasant:
Most Arousing & Least Arousing 
Most Pleasant: 
Least Arousing:
Red & Yellow 
Red & yellow shown to elicit more brain activity 
than green or blue 
Source: http://emotion-research.net/Me...
Colors Affect Buying Decisions 
• Consumers buy products in colors that they find most appealing at 
the time of purchase ...
Start Your Free KISSmetrics Trial 
LOG IN WITH GOOGLE
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. 
Source: http://news.discovery.co...
Stereotypical Color Association 
Purple means “imaginative and wise”
Stereotypical Color Association 
Red means “excitement, youthful, and bold”
Stereotypical Color Association 
Blue means “trust”
Stereotypical Color Association 
Green means “peaceful, growth, and health”
Ignore 
Stereotypical Color 
Associations!
Color Guidelines for Web Conversions 
Contrast is key when forming CTAs
Facebook’s Sign Up Bu!on
Charity Water Donate Now Bu!on
Lings Cars
Color Tips 
2
Red 
In competitive situations, a red background made 
people pay more. 
Source: http://www.vt.edu/spotlight/innovation/20...
Blue 
In negotiations, a red background decreased a 
consumer’s willingness to pay as compared to 
blue. 
Source: http://w...
Blue 
In fixed price se!ings, consumers are more 
influenced by blue. 
Source: http://www.vt.edu/spotlight/innovation/2013...
Blue 
Researcher says: 
“Because these consumers were also only 
competing with the seller, purchase likelihoods 
were low...
Red & Blue 
Red induces aggression relative to blue. 
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/...
What This Means For You 
In competitive situations, test using a red 
background.
What This Means For You 
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 
Source: 
http://www.joehallock.com/edu/COM498/preferences.html
Women’s Favorite Colors 
Source: 
http://www.joehallock.com/edu/COM498/preferences.html
Women’s Favorite Colors 
Source: 
http://www.joehallock.com/edu/COM498/preferences.html
Women’s Favorite Colors 
Source: 
http://www.joehallock.com/edu/COM498/preferences.html
Gender Color Preferences 
Source: 
http://www.ncbi.nlm.nih.gov/pubmed/2235253
THANK YOU 
Neil Patel 
Co-Founder 
KISSmetrics 
@neilpatel
Questions? 
Neil Patel 
Co-Founder 
KISSmetrics 
! 
@neilpatel 
Thue Madsen 
Marketing Associate 
KISSmetrics 
! 
@thuelma...
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How the Psychology of Color Can Increase Your Website Conversions

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How the Psychology of Color Can Increase Your Website Conversions Neil Patel, co-founder at KISSmetrics
Join the conversation on Twitter @thuelmadsen #KISSwebinar
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
Join Neil on Twitter @neilpatel #KISSwebinar
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

Published in: Design, Marketing
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  • Yes, a great set of slides illustrating its subject; colour and its constructive use is at the heart of good design...
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  • thanks, very clear colour
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  • Excellent tips. Thank you so much, Neil
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  • great slides, thanks
    indeed, colors are extremely important
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Transcript of "How the Psychology of Color Can Increase Your Website Conversions"

  1. 1. How the Psychology of Color Can Increase Your Website Conversions Neil Patel, co-founder at KISSmetrics
  2. 2. Join the conversation on Twi!er @thuelmadsen #KISSwebinar
  3. 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
  4. 4. Doing Business on the Web for 11 Years
  5. 5. Join Neil on Twi!er @neilpatel #KISSwebinar
  6. 6. Today we will cover 1 How Colors Affect Us 2 Using the Psychology of Colors to Your Advantage 3 Color Tips
  7. 7. WATCH WEBINAR RECORDING NOW
  8. 8. How Colors Affect Us 1
  9. 9. Humans Can See About 10 Million Different Colors Source: http://www.simoneye.com/blog/how-many-colors-do-we-actually-see
  10. 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
  11. 11. Pleasant Hue Source: http://psycnet.apa.org/journals/xge/123/4/394/ Blue:
  12. 12. Most Pleasant & Most Arousing Source: http://psycnet.apa.org/journals/xge/123/4/394/ Blue-Green:
  13. 13. Pleasant Hue & Most Arousing Source: http://psycnet.apa.org/journals/xge/123/4/394/ Green:
  14. 14. Pleasant Hue Source: http://psycnet.apa.org/journals/xge/123/4/394/ Red-Purple:
  15. 15. Pleasant Hue Source: http://psycnet.apa.org/journals/xge/123/4/394/ Purple:
  16. 16. Pleasant Hue & Least Arousing Source: http://psycnet.apa.org/journals/xge/123/4/394/ Purple - Blue:
  17. 17. Least Pleasant Yellow:
  18. 18. Least Pleasant & Most Arousing Green-Yellow:
  19. 19. Least Arousing Yellow-Red:
  20. 20. Most Pleasant & Least Pleasant Most Pleasant: Least Pleasant:
  21. 21. Most Arousing & Least Arousing Most Pleasant: Least Arousing:
  22. 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. 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
  24. 24. Start Your Free KISSmetrics Trial LOG IN WITH GOOGLE
  25. 25. Using the Psychology of Colors to Your Advantage 2
  26. 26. Logo Color Helps in Establishing Differentiation
  27. 27. Colors Help a Product and Brand Stand Out Think Apple’s aluminum color and white cables.
  28. 28. Influences Consumer Perception Use colors to establish your differentiation from competitors
  29. 29. Ignore Stereotypical Color Associations Color preferences are determined by experience. Source: http://news.discovery.com/human/evolution/colors-preferences-evolution-style.htm
  30. 30. Stereotypical Color Association Purple means “imaginative and wise”
  31. 31. Stereotypical Color Association Red means “excitement, youthful, and bold”
  32. 32. Stereotypical Color Association Blue means “trust”
  33. 33. Stereotypical Color Association Green means “peaceful, growth, and health”
  34. 34. Ignore Stereotypical Color Associations!
  35. 35. Color Guidelines for Web Conversions Contrast is key when forming CTAs
  36. 36. Facebook’s Sign Up Bu!on
  37. 37. Charity Water Donate Now Bu!on
  38. 38. Lings Cars
  39. 39. Color Tips 2
  40. 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. 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. 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. 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. 44. Red & Blue Red induces aggression relative to blue. Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
  45. 45. What This Means For You In competitive situations, test using a red background.
  46. 46. What This Means For You For fixed-price scenarios, test using a blue background.
  47. 47. Color Psychology for Men and Women Men and women vary in their color preferences
  48. 48. Men’s Favorite Colors Source: http://www.joehallock.com/edu/COM498/preferences.html
  49. 49. Women’s Favorite Colors Source: http://www.joehallock.com/edu/COM498/preferences.html
  50. 50. Women’s Favorite Colors Source: http://www.joehallock.com/edu/COM498/preferences.html
  51. 51. Women’s Favorite Colors Source: http://www.joehallock.com/edu/COM498/preferences.html
  52. 52. Gender Color Preferences Source: http://www.ncbi.nlm.nih.gov/pubmed/2235253
  53. 53. THANK YOU Neil Patel Co-Founder KISSmetrics @neilpatel
  54. 54. Questions? Neil Patel Co-Founder KISSmetrics ! @neilpatel Thue Madsen Marketing Associate KISSmetrics ! @thuelmadsen
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