How color can and does impact landing page conversion rates

The importance of psychology in web design and marketing cannot be overlooked. Psychology plays a role in virtually every aspect of design and it’s imperative that businesses use the information they have to make calculated decisions that will benefit their conversion rates. Whether you’re a designer, developer, marketer, or anyone in between, understanding the relationship between color and conversions will help you in the long run.


5 Things You Need to Know

As a child, your favorite color was likely a popular topic of conversation on the school playground. As a teenager, you may have chosen your first car based on your preference or distaste of a certain tone. As an adult, you choose paint colors for the bedroom and kitchen based on what makes you happiest.

While these all seem like very personal and specific choices, the reality is that certain colors have a similar effect on all of us. In web design and marketing, this is a valuable truth to recognize. Specifically, you should know the following:


1. Colors Produce Feelings

In web design, an understanding of the human brain and intrinsic tendencies is paramount. While landing page visitors make a lot of conscious choices and decisions when they visit a page, there are some aspects they can’t control; color being one of them.

We all have a natural response to specific colors. For example, did you know that red and yelloware linked to an increased sense of urgency and appetite? This is why restaurants like to use these tones, while homeowners should stay away from them in the kitchen. Each color of the rainbow produces distinct feelings. Your ability to recognize this will increase the value of your work.


2. Men vs. Women

If a landing page’s target audience heavily skews one way or another, it’s important to know that men and women have different color preferences. Generally speaking, women don’t like gray, orange, and brown. Instead, they prefer blue, purple, and green. Men, on the other hand, don’t like purple, orange, and brown.They prefer blue, green, and black.

These are obviously generalizations, but they can help steer you in the right direction. As you can see, there are some crossovers. Both men and women connect with blue and green, while both generally distaste orange and brown.


3. Color and Recognition

According to one study, magazine readers recognize full color advertisements26 percent more often than black and white ads. While there are certainly differences between print and digital media, this just goes to show the value of color. When possible, color should be used to highlight calls-to-action, opt-in forms, and other similar elements.


4. Bright Primary Colors for CTA

Speaking of calls-to-action, strict testing environments have shown that the highest converting colors for calls-to-action are bright primary and secondary colors, such as red, orange, green, and yellow. They stand out and ignite the senses more than muted alternatives.


5. Color is Merely a Component

It’s important to remember that color does nothing on its own. If there isn’t valuable copy, strategic structure, and relevant calls-to action, it doesn’t matter if a page is green or red. Colors are merely a portion of the bigger picture. They’re a powerful part, but must be properly used in conjunction with other design and marketing techniques.


Leverage the Power of Color

 It’s easy to get caught up in complex design decisions that involve layout, navigation, structure, and content – and all of these things matter – but don’t forget about the importance of color. It may seem like a simple aspect, but it can have a tremendous impact on landing page conversion rates.


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