Sometimes, just by seeing the colors of a website’s home page, you get a positive or negative idea in seconds: With too bland colors, you can feel the amateurism. With too flashy colors, you wonder if you can trust this site. Does the choice of colors act unconsciously on our brains? Well, yeah! And it is even scientifically proven, as you will see. The meaning of colors Some interesting statistics on colors Let us first take some time to lay down the facts and explore the world of colors. Colors have a psychological impact. This impact is linked to our culture and is engraved in our consciousness: White signifies purity, Red is passion, Green is nature The colors for your business site should not be chosen at random, just because they look good on your eyes. You must adapt your choice of colors according to your target and your product. Yet another good reason to work well with your personas! According to studies relayed by Neil Patel, 85% of people place color as the main reason for their purchase. Changing the color of a product can increase sales by over 80%! Always a website is judged in 90 seconds. And between 62% and 90% of this judgment is based on colors! In addition, certain colors attract a certain type of consumer. For example, the colors black, orange, and royal blue have an impact on compulsive shoppers! The impact of colors on your digital marketing conversions The link between colors and conversion is, therefore, clearly established. The color must, therefore, be chosen: Depending on your values, your product, With a precise palette for your logo and the main colors of your website. But, in addition, do not neglect the “Call to action” buttons to convert. This choice is crucial and must be made according to your target. We will come back to that. The impact of blue: trust and security Regarding the big names of the web (LinkedIn, Facebook, Skype, Paypal), social networks, in particular, you have surely noticed that blue is often used. Well, no wonder, when you know that blue is synonymous with trust, security, and honesty. Do you see what I’m talking about? For these reasons, blue is also the most used color for logos, as shown in this graphic from the 99designs site. What color palette should you use for your business? The choice of your main colors must, therefore, be in line with the values of your company. Let’s take an example. Your company is a firm of accountants specializing in small businesses and, more specifically, craftsmen. Then opt for a blue (confidence) and pale gray (balance) duo, plus a few touches of black, but not too much! Black is a luxurious color. You must remain accessible to your target in particular. Use it more if your target is large groups, for example. Another example. You are launching your high-end organic cosmetics line. Why not try a palette of black (luxury), green (natural) and beige (simplicity)? Are you a little lost? You would don’t know exactly where to start to choose your colors according to your values? The choice of color shades is important Once your palette has been chosen, the exact choice of colors remains. Indeed, for example, purple is a color that brings together a wide range of shades, ranging from red (plum) to blue (lavender). And because not everyone has the ability to choose harmonious blends, the Canva site offers some specific palettes to reuse. Here are 3 examples: Professional sifted Red and blue are among the most common colors that companies use for their branding. And for a good reason: Red represents speed and vigor, While blue represents trust and security. Here, the palette is subdued, the blue is grayed out, and the red is a brick red pulling towards brown. With these low contrast shades, the messages get across all the same, but seriously, which is not always the case with too contrasting colors. Perfect for business in finance, for example. Refreshing and feminine This palette is definitely friendly, light (pink), upbeat (yellow), and refreshing (turquoise blue). It is very suitable for a spa franchise. But it lacks a bit of “luxury” with a darker shade. However, it is perfect for a company making children’s furniture. Simplicity and versatility This palette is very fashionable. Return to simplicity (Beige, Havana) and balance (gray). It can be used for luxury as well as for convenience stores (hotel, cafe). On the other hand, for a website only, this color palette is too subtle and probably not enough contrast. 5 colors maximum for your marketing! Your homepage isn’t supposed to look like a Christmas tree, beware of duplication! Stay logical and consistent. This is why you should not use more than 5 colors: 2 colors for the background to alternate and give rhythm, A color for the text; A color for CTAs (call to action), And a color to bring out some elements. Convert with a suitable color for your CTAs Thanks to the meaning of the colors, we now have a little idea of the most effective colors for your “Call to action” buttons. The most used colors currently are blue and green. As seen previously, blue is a sign of trust and security, while green is a sign of peace and openness towards others. These 2 colors allow to reach a maximum of people. Orange is also effective, although it is more aggressive. However, the choice of color for your CTAs should also contrast with the rest of your site. If your site is that of a sports and nature events company, and you have chosen a palette around blue and green, choosing green for your CTA is not enough contrast, and therefore ineffective. To conclude on the choice of colors for your website By understanding the subconscious psychological effects of the colors of your site, logo, or Digital Marketing campaigns, you better target your target audience and effectively market your brand image. Color psychology is a very powerful tool in web design, graphic design but also for your internal company documents to interest and stimulate your team. If your team is more female or male, you will have to adapt the colors of your management materials, while respecting your graphic charter.
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