That makes blue a good choice for background and conversion elements on websites that deal with intrinsically scary things like finances, medicine or insurance.
With blue, it’s the opposite – instead of exciting purchase intent, we’re quelling anxiety. With red, we’re trying to trigger nervous system arousal – we want people to sit up, take notice, and realize that now is the time to buy. What does blue do for sales?īlue can boost sales indirectly, by dealing with anxiety before it arises. So big-ticket items that have a lot riding on them often use blue. It’s also a popular color whenever you want to make people think of security and serenity. It’s associated with calm, tranquility and stability, which means it’s a popular color for financial institutions. Red seems to perform best across the board.īlue boosts sales indirectly. When HubSpot A/B tested CTA button color for Performable, red out-converted green by 21%.
#HIDDEN COLORS 3 SALES FIGURES SOFTWARE#
But it’s more effective for B2B software vendors too. Red is more effective for impulse purchases, so it’s a common buy button choice on ecommerce websites. The trigger they need is to buy from this store rather than that one, so sales signs are bright, urgent, act-now red. By the time Black Friday rolls around, people are already geared up to go find something at 99% off and buy the heck out of it. Where can you see it in action?Įvery bricks-and-mortar sale ever: all sales signs are red, and it’s not just a convention. If you’ve already primed someone to buy with great design (that isn’t all bright red), and solid copy, then your red ‘buy now’ buttons can work great. But you should absolutely use it! What does red do for sales? That sounds like a potent combination that you might want to step lightly around, and you’d be right. Red’s associated with urgency, danger and power. Scientists at the University of Durham published research in 2005 that showed that athletes who wore red were more likely to beat their opponents: ‘We find that wearing red is consistently associated with higher probability of winning,’ wrote Russell Hill and Robert Barton. How do we make sure we’re using the right colors? And the wrong color will turn people away. The right color will increase your conversions. Colors contribute best to conversions when they reinforce brand personality. Which means we can use website design elements to trigger emotional changes in our visitors, increasing conversions.Īdditionally, colors can strongly affect how a business is seen by visitors and customers. If certain moods can make us think of certain colors, the opposite is also true. People choose colors based on how they feel at the time, though there are some constant trends. Speaking of which, what exactly are people’s preferred colors? Can they be predicted?
And 66% of people won’t buy a product unless it comes in their preferred color.
Obviously, each of these colors is a two-edged sword – it’s easy for blue to come off as cold, or red to scare folks off.īut done right, color can be leveraged to affect conversions.įor instance, 85% of shoppers say that color is their primary reason for buying a product. The emotional effects of different colors are well documented. If it can do all that, can it change purchase habits?
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