The primary intent of designers, regardless of industry, is to leverage color, shape and creativity to create designs capable of stirring emotion and influencing user behavior. As such, design work is extremely valuable in the business market. Clever, intentional design is a sound ally in the quest for increasing conversions and profitability.
In this article, we will discuss the impact of color on human psychology and how it can influence actions such as product assessment, purchase decisions, and brand recognition. All of the stats used below were compiled by Design Advisor.
The Importance of Color in Influencing Customer Behavior
Statistics indicate that general product assessment is carried out in just 90 seconds; clearly, the window of opportunity to leave an impression is a narrow one. Depending on the category of buyer, between 62% and 90% of their product assessment is directly color-related. Other factors matter, of course, but as you may know, first impressions are fundamental to how we perceive the world around us. This leads us to the next statistic, which points out that color impression has a 60% chance of encouraging customers to accept or reject a product.
Apart from functionality and shape design, 84.7% of consumers state that color is the main reason for buying a specific product. A business is in danger to losing as much as two-thirds of its shoppers if it does not offer products in their preferred color. Determining the colors that appeal best to a certain market represents a difficult, continuous process of customer behavior.
However, color analysis doesn’t only come into play when determining whether there’s a market for a product in a particular shade. Color also plays a critical role in achieving overall brand recognition. Would you perceive Apple the same, if their famous apple logo was blue, rather than their specific shade of white? Studies indicate that 80% of brand recognition is based on color alone.
Analyzing the Link Between Color and Customer Behavior
For years, marketing analysts have tried to verify color-related theories in an attempt to figure out smarter methods of boosting conversions through color. Analysts have found links between shopper categories and their preferred colors. Impulsive buyers, who gravitate toward clearance sales, fast food establishments, and outlet malls, seem to prefer shades like royal blue, black and red-orange. Budget shoppers, on the other hand, are more keen on navy-blue and teal. Lastly, traditional buyers tend to prefer pink, sky-blue and rose.
Gender also seems to play a role in how color influences shopping decisions. Women enjoy soft colors more and tend to be more receptive to tints. Men, on the other hand, are more receptive to bolder colors, such as green, blue and black.
The Impact of Color on Website Conversions
Color also plays an important role in driving website conversions. Poor overall design, uninspired color choices and sub-par website navigability are factors that negatively affect conversion rates. 93% of users believe that website visuals have the strongest influence on online purchasing decisions. If the color coding isn’t to their liking, 52% of users won’t return to the website in question.
Figuring out the right approach to website color-coding is no easy task. Color trends often change so designers must regularly analyze color usage in their respective industries, to figure out what works best. At this time it’s been shown in practice that red, orange and green, represent the best colors for encouraging conversions, especially when deployed in call-to-action button design. However, simply making the right CTA button color choice isn’t enough. These colors are only effective if they stand out against the background and other elements on the page.
Based on everything that has been outlined so far, the main takeaway is to actively take color into account when designing your products, brand logo or website. Taking the time to understand color theory is a crucial first step toward making the most of any design. It has been proven that certain colors encourage boldness and excitement, whereas others inspire trust, tranquility, and productivity. Lastly, the right choice today may not be the right choice in ten years. For guaranteed success, your brand’s colors have to evolve and keep up with the latest design trends.