When you’re diving into web marketing to help propel your business there is a key element you can utilize to propel your new design into the very mind of the potential customer, and get them to react in a way you want them to more often. That element is color psychology.
When our brains view colors, emotions are triggered. Successful companies like Chase Financial and PayPal use color technology to gain customers, as do social media platforms like Facebook and Twitter. They recognize the importance of it, and put it to use to increase their profits and gain more customers. But how can you put it to use for yourself?
Demographics are Vital
Demographics, especially gender, are important considerations in implementing color psychology. Women, for instance, respond well to purple, as you can see in use on sites like Women’s Day and Oprah.com. Men respond to black and green, as you can see by visiting sites like ESPN.com or Spike.com.
Other colors, such as blue and green, are appealing to both men and women. Look at Facebook and Twitter for an example of companies targeting both genders by using blue.
Send a Message with Color Psychology
Color isn’t just about targeting a gender; It can also send a message about the product. Blue, while favorable to both genders, also triggers a feeling of safety and transparency. Many banks feature it heavily to force your brain to feel that your money is safe, and their practices are transparent.
Green, on the other hand, is a call to action. Using it as part of your design to indicate ways to contact or get quotes is the way to go, as it’s more likely for you to get a response. It’s also well publicized as a means of indicating ecological friendliness. That’s color psychology as well, but it’s well-known enough we don’t need to go into it here.
Too Much Color Isn’t Good Either
If this is getting you thinking you should figure out pages that would be more akin to a certain gender and applying one color there, and filling the homepage with blue, green, black, and tons of other colors, that’s not necessarily the answer unless your target demographic is children. Hints of color should be the goal.
White also is a color that shouldn’t be underrated. Many sites, including ours, use a liberal amount of white or off-white. This gives the emotion of freedom to the user, and puts them at ease.
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