Understanding the Relationship Between Color Psychology and Conversion
By Adam Coombs
Whenever I’m on a first date and we hit an awkward pause in the conversation, I always go to my bread and butter question to get things going again:
“Sooo…..what’s your favorite color?”
Most of the time she’ll make an awkward face and then reply that she either doesn’t have one, or that it changes depending on her mood or what the circumstances are. This highly scientific data tells me a few things:
- As we get older we associate favorable colors within the context of where they appear
- Color associations and their meanings change from person-to-person
- I’ve probably been on too many first dates
When it comes to conversions, you’ll often times hear the phrase, “By changing the color of my CTA button to ___, I increased my conversion rate by _____” or “I changed the color contrast of my website design to ____ and saw my conversion rate go up by–”
Cue the *record scratch*.
Now before we get into it I want to say that color does play a huge role in our decision making. As highly visual beings, we cognitively form first impressions by colors alone at least 60% of the time or higher.
But the question is how much influence does our psychological relationship with color have on executing a decision based on informational context and value propositions? That’s what I hope to give you an update on today.
One of the most common myths around conversion is that CTA buttons should be a singular color because this color has been shown to have the highest conversion rate for such and such website. However, in terms of CTA button colors, the reason why a certain color may convert better than another has to be placed within a certain context. How does this color pertain to their brand or products? How does it fit in with the color scheme of the overall website? Where is it placed?
These are all valid questions that can shed light on the fact that the variables as to why one color can convert more than others can be just as vast and nuanced as the color palette itself. Thus, anyone saying that purple or brown will convert the best might as well tell you to get your weekly weather report from the neighborhood drunk.
Another misconception is that it doesn’t matter at all. Some marketers will tell you the real conversion factors have nothing to do with your CTA button being hydrant red or coral blue and that the real bottom line is your value proposition and brand persona. They’re not completely wrong here as the value proposition and brand persona do carry a lot of weight when it comes down to consumer decision making. However, there are always ways to improve, and the colors you use for your products matter just as much as the ones you use on your website.
The key to understanding color psychology in regard to conversion is that the truth lies somewhere in between.
Color Psychology and Everyday Life
Color psychology is the study Go to the full article.