How the Psychology of Color Can Increase Your Website Conversions Neil Patel, co-founder at KISSmetrics
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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
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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
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