Choose the right colours to establish brand image and boost on-site conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 23, 2022, 4:03 AM GMT+0

A study found people interact and form an opinion about a product within the first 90 seconds and 62-90% of this assessment is based on the colour alone.

According to Xerox, colours help boost brand recognition and sales by 80%. Another study found that 85% of consumers say colour is their primary reason to purchase a particular product. Given the significant impact of colour on users’ emotions and behaviour, brands must ensure they use the right colours to positively influence customers’ purchase decisions. For instance, using blue colour can help brands establish a feeling of calm, trust and security.

Red, on the other hand, can help evoke a sense of urgency. Yellow and orange are effective choices to instil feelings of happiness, confidence, friendliness and even caution, whereas black denoted elegance and prestige. To grab user attention and compel users to take action, brands can use bright colours like red, orange and yellow for their CTA buttons.

But, marketers must test a range of colours on their website-landing page to determine which colour works better for their target audience. At the same time, they should also keep in mind that using white space can help give the website a clean and minimalist appearance while adding contrast to the web pages.

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