Neil Patel, co-founder at KISSmetrics

How the Psychology of Color Can Increase Your Website Conversions

@thuelmadsen #KISSwebinar

Join the conversation on Twi!er

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

Doing Business on the Web for 11 Years

@neilpatel #KISSwebinar

Join Neil on Twi!er

1 How Colors Affect Us

2 Using the Psychology of Colors to Your Advantage

3 Color Tips

Today we will cover

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

Source: http://psycnet.apa.org/journals/xge/123/4/394/

One study examined which colors were the most and

least pleasant

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

Least Pleasant:

Most Pleasant:

Most Arousing & Least Arousing

Least Arousing:

Most Pleasant:

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

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

LOG IN WITH GOOGLE

Start Your Free KISSmetrics Trial

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.com/human/evolution/colors-preferences-evolution-style.htm

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/2013-04-22-consumers/color.html

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

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

Blue

Researcher says:

Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html

“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.

Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html

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 !

@thuelmadsen