How Colour Can Boost Your Sales

Ever wondered how colour can influence your customers and increase sales? Fret not because this informative guide will answer all of your questions.

Photo of Brodey Sheppard
Brodey Sheppard

What’s your favourite colour?

A rather simple question, colours play a huge role in influencing our moods and decisions. In fact, colours can affect your heart rate, so it is no surprise that they can persuade your customers to behave a certain way.

Colour Can Boost Sales

While the connection between colour psychology and eCommerce is not scientifically defined, using the right colours has helped companies create a distinct brand personality and boost conversion rates.

For instance, the red and yellow colour combination of McDonald’s depicts a welcoming yet powerful stance. Undoubtedly the most popular fast-food chain, the bright and optimistic colours have successfully attracted customers of all ages. On the other hand, Google “doesn’t follow the rules” with its multicoloured logo, especially with the green letter L standing out in the primary colour scheme.

Let’s dig a little deeper into the colourful world of online marketing and advertising!

What Is Colour Psychology?

Colour psychology is a study of the mental and behavioural effects of colours when sighted and experienced humans. Right from the taste of food to the attractiveness of an individual, colours influence our perceptions. However, our approach changes with age, gender and culture.

Emotional Colours Impact Outcomes

Just like some objects and people influence our state of mind, colours trigger certain emotions. According to colour therapy, warm colours like red and yellow can evoke passion and optimism but also anger and insanity. Contrarily, cool colours like blue and green either depict feelings of trust and balance or depression and boredom.

Clearly, there is no in-between! This makes choosing the right colour or colour combination even more challenging.

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How Can Colours Boost Sales?

According to studies, colours can boost your brand’s recognition and familiarity by 80%. After all, when a potential buyer visits your website or store, they consume the visual content first. Thus, studying the effects of colours on your buyers’ preferences and behaviours becomes essential.

Logo Colour Guide Psychology

1. Builds A Brand Personality

Just like a brand’s social media account should represent its personality, its colour scheme should do the same. It should make people feel a certain way- no wonder most fast-food chains use red in their logos which is known to trigger hunger. On the other hand, red is the colour used in horror movies or series to invoke fear and dread.

Thus, the colour, when matched with the context, creates a cohesive brand personality. Consequently, using the appropriate colour in relation to your brand image or product holds more importance than the colour itself.

Brand Personality Framework Graphic

2. Makes Your Brand More Recognisable

Popular brands are often recognised by their distinct colours. Red for Coca-Cola, blue for Facebook, yellow and green for Subway and so on. Just looking at these colours reminds us of the brands, and while shopping, we opt for brands that remain at the back of our heads.

Consumers recognise colourful logos and advertisements more than black and white content. Thus, if the colours are used correctly, they are what bring positive attention to your brand and product.

3. Attracts Customers

Most of us would hate to admit it, but we do judge a book by its cover... or colour! In fact, it is what catches our attention on the first go. Studies show that 60-90% of customers unwittingly make decisions influenced by colour, and most of them buy a product solely because of its colour. Thus, your brand’s colours can either make or break your reputation.

4. Boosts Conversion Rates

When designing your website, you are bound to have areas where you want the customers to click or stay longer. Hence, it becomes crucial to understand behavioural psychology and choose appropriate colours to encourage certain actions. For example, CTA (call to action) buttons should be bright to grab attention and make customers want to click on them.

Out of all the primary colours, red triggers action along with a feeling of power and urgency. However, like all other colours, this dominant colour is like a double-edged sword and should be used sparingly.

Orange is another colour that can encourage impulse clicks and purchases. Green also makes an appropriate colour for CTA buttons. Just like the green traffic light, a green button means “go,” encouraging consumers to take action and increase your sales.

5. Makes Your Brand Unique

As mentioned earlier, the emotions and feelings associated with colours are subject to change. From cultural differences to gender bias (which is no longer binary), a single colour can have multiple meanings and evoke different emotions.

For instance, red symbolises marriage and power in India, good luck and success in China, but mourning in South America. In Southeast Asia, Buddhist monks wear orange, associating the colour with divinity and religion. On the other hand, Western people use orange to depict warmth and harvest.

Most studies have shown that men and women have distinct colour preferences. While women prefer softer shades of red, blue, purple, and green, men are more attracted to deeper and brighter tints. However, preferences of different genders and sexual orientations cannot be generalised, so you must be careful while choosing a colour that appeals to your target audience.

Using Google Analytics to identify your audience and recognise the preferences of that demographic can help a great deal in selecting a popular colour.

Psychology Of Colour Men Vs Women

Top 10 Colors to Boost Sales

1. Red

Red evokes power and danger. This colour has the ability to attract attention and retain it, thus making it the most popular colour among businesses. Think CTA buttons, SALE and banners. Most of them are red, right? That’s because it is known to perform well on most eCommerce websites.

Red Impacts

2. Black

While most websites use bright colours combined with white, black can add a touch of elegance and class. Apple, Rolls-Royce, BMW, Chanel, and most luxury retailers use black to depict an air of class and exclusivity.

When used as a contrasting colour, black works great to add a dramatic vibe.

Colour Black Used In Logos

3. Yellow

Yellow is the colour of youth and happiness (emojis in most SNS platforms), but it can also signify caution (traffic lights, warning signs). Most brands also use yellow as it is a welcoming colour and goes well with other colours to create a stimulating combination.

Logos Made With Yellow

4. Blue

Blue is the colour for reliability and trust, and thus, many financial institutions opt for it. PayPal, Visa, IBM, and Ikea have used blue in their logos to convey professionalism and security.

Notice how fast-food chains do not go for this calm colour? That’s because blue is known to decrease appetite, which goes against their main motive, meaning lesser sales.

Logos Using Blue

5. Pink

The colour pink denotes youth, excitement and of course romance. It is also considered a feminine colour, so most websites targeting a female audience opt for a pink layout. However, different shades can appeal to a male audience as well.

Companies selling baby products choose pink as it is often associated with freshness and new life.

Brands Using Pink

6. Green

As mentioned earlier, green encourages action. Since it is the colour of the US Dollar, it means wealth and prosperity for many. It can also depict growth, making it an ideal choice for marketing companies like Sagefrog.

Additionally, the word ’green’ encompasses all things nature. So, companies selling eco-friendly products stick to this colour to portray their message. For instance, Starbucks’ recent shift towards energy-efficient practices is well denoted in its green logo.

Logos Using Green

7. Orange

Fun, energetic, and youthful- orange grabs attention without making you sweat with nervousness as red does! It is bold and fresh and hence, ideal for startups and IT companies.

In terms of technicalities, orange compliments a lot of colours. It works well as a foreground and a background colour. Yet orange is rare in branding, so consider using orange if you want to stand out. However, since it is a warm colour, it reflects more light and can irritate vision, so use it moderately on your website.

Brands Using Orange

8. Purple

The colour purple has been associated with royalty since times immemorial. In fact, back then, ordinary people were not allowed to wear this colour!

Nowadays, purple is a unique colour that you can use for branding to attract a large female audience. Another connotation of this colour is spirituality, making it suitable for fitness brands and wellness products. For example, Curves is a women’s fitness brand that uses a purple logo to signify feminity and grace.

Brands Using Purple

9. Brown

Despite being a no-no for Call To Action buttons, brown, when used correctly, can help your brand stand out. UPS is the perfect example of successful brown branding. Along with their slogan, “What can brown do for you?” this unique colour has helped the package delivery company have the edge over its competitors.

Additionally, brown, being an earthy colour, works well with companies selling organic products, outdoor sports items, etc.

Brands Using Brown

10. Gold

Symbolizing wealth and prestige, gold is often used for luxury products to highlight exclusivity. An apt example of this idea is the golden crown on the Rolex logo.

How To Use Colours For Marketing?

1. Context Matters

There is no such thing as good or bad colours. But, in the world of business, your brand’s colours- right from the logo to the website header and ads- everything should be cohesive. And not to forget- these visual aspects should align with the aim of your business.

2. Make A Strategy

Simply choosing the perfect colour for your business is not enough. You must decide how to use it strategically and meaningfully to make certain aspects of your site stand out and more memorable than the rest.

Thus, it is best to choose a muted background like white and have bold banners, buttons, and icons that catch the user’s attention.

3. Consistency Is Key

Whatever colour you choose, make it yours! Select one or two colours and stick to them. You don’t want to create confusion by changing your trademark colours again and again. Being consistent with your colour palette will also help the customer remember your business.

4. Don’t Overdo It

Just because you found the perfect colour for your site does not mean you go overboard with it. Always leave some space with white or any light background. This will make your trademark colours pop and thus, boost sales.

5. Experiment

Hit and trial is the best method to find out what works for your company site. Try using Google Analytics to choose a colour combo that works for your business as well as your target audience.

Using Colours To Boost Your Sales

While colours may not directly influence financial goals, the right colour scheme can significantly affect the performance of your website. Since the positive influence of colour psychology on branding and online marketing is backed by data, there is no reason why you shouldn’t test different colours to increase sales.

Worried thinking you’ll have to start from scratch? Fret not! Simply test some colours on your logo, CTAs, and so on. But keep in mind that the colours you choose should align with your brand image. While a neon green logo works well for Monster Energy, it may not be the case for a banking company.

However, human behaviour is dynamic, and the same colours may affect each user differently. Thus, take your time to research and think about your brand image, product, and target customer.

Photo of Brodey Sheppard

Brodey Sheppard

Brodey is the CEO of sitecentre and a data-analyst in the SEO, Paid advertising space who uses machine learning and AI to advance sitecentre as an industry-leading digital marketing agency across Australia.

Find them on their website: sitecentre, Facebook and LinkedIn.

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