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We have all heard about the bull charging with rage at the red cape and the gentle blue sky soothing our minds, but is this a valid analysis of how colour affects us, or are these just cultural stereotypes? So how can Website Colour Psychology affect your business? Let’s look into Website Colour Psychology.
According to conversion consultant Jeremy Smith on his blog page, Kissmetrics, colour has a huge effect on what and how we buy online. While he admits that the research has aspects that are hard to verify scientifically, it’s hard to argue with conversion rates.
He describes the conversion process as a biological chain of events. We see the colour; this registers in the hypothalamus, which sends messages to the pituitary gland, then to the endocrine system, and then to the thyroid. The thyroids release hormones, causing mood reactions, emotions, and behaviour. (In other words, we buy something.) “Sales” has a classic definition of a transfer of emotion.
He suggests using strategy to fully utilise what we know about colour as a stimulant to buy. In the attraction phase, go by what your customer likes. Women’s favourite colours are blue, purple, and green; men like blue, green, and black.