Influence your users through eye grabbing colors
Colors are not just an embellishment in graphic design. Color is a visual conversation between your brand and your users, and by using colors that draw attention you can be an interesting interlocutor. It is proven that customers take just 90 seconds to examine and make a decision on the product, based on the color. If so, why don’t we use colors more effectively then? That it would attract buyers’ attention and bring them to liking your product even more? In this article, you will find useful tips on how to use colors for your advantage.
Use color psychology to your advantage
Use an eye grabbing color, because your customer’s eyes are going to be literally “grabbing” the colors from your product. Each color has its own wavelength, which will hit the eye and create electrical impulses that go to the hypothalamus in our brain. It controls such important functions as behavioral patterns, appetite, and body temperature.
Colors can be warm and stimulating, as well as cold and calming. Red, orange and yellow are called action colors, and are associated with warmth and passion, which makes them a great accent in the design. Cold colors such as blue, green and purple bring relaxation to the design and that’s why they are the most attractive colors in interior design.
The roles of gender and culture in color association
Different genders also have different color preferences, however both genders consider blue and green the most eye grabbing. This was studied and published in 2003 by Joe Hallock, who shared his insights in Colour Assignment. No doubt, it is a useful research but it is important to understand that our connection to color is learned. Which brings us to another impact on color perception – culture. Different cultures have very different color associations. For example, in the West, white represents something positive, whilst in Asia white is associated with mourning.
Сolors and industries
Brands use colors to differentiate the industries. Colors that pop in the fast food industry are usually red and yellow, green is associated with eco and so on. But you can always break the rules and choose the most attractive color for your brand, even if it is not associated with the industry.
From theory to practice – how to use colors in your design
Now that you have basic understanding about colors, you can easily put these rules to work. For example, you can do research of your target audience, as well as conduct interviews about colors that draw attention to your brand. Understanding users expectations is key to increase conversion rate.
Besides research, there are few simple rules to follow so your design would be eye grabbing. For example, the 60-30-10 rule is simple but genius. 60% of the color palette should be base color (neutral), 30% secondary color (in between neutral and bright) and 10% for the bright accent color. Your accent color will pop, and your brand can easily be identified with it.
Another way to make the most eye catching color is by creating contrast. Joshua Porter executed an experiment “The Button Color A/B Test” where he created two identical landing pages, with the different called to action buttons – in one version it was green, in another red. Despite Joshua’s prediction, the red button was more eye grabbing, and brought 21% higher conversion rate.
Red is not the most eye catching color there is, but in that scenario it was the only color that stood out. Contrast increases accessibility, it helps users distinguish your text. This is an advised text contrast recommendation: Large text (at 14 pt bold/18 pt regular and up) – 3:1 against the background; Small text – 4.5:1 against the background.
It’s all about the balance
Eye grabbing color is without a question a powerful tool. But even when having in mind all of the color psychology, it is vital to stay original and pick colors that would associate with your vision. Work with your target audience, ask them what do they notice first in your design, and how does it make them feel. Combine all the research and knowledge you have about the color, and you will indubitably succeed in influencing your users in the right direction and increase the conversion rate.