The choice of landing page colours could seem like a straightforward task. All you need to do is to pick up the colour palette of your logo and that’s it – simple, right?
Believe it or not, this is certainly the attitude of the vast majority of website owners; most will incorporate their logo colours without any thoughts on whether that’s the most effective choice.
Look at what surveys say:
- A QuickSprout survey indicated that 90% of all product evaluations are related to colour.
- 93% of people evaluate the colours of a product at the time of purchase and more than half of consumers give up buying a product because it doesn’t come in their favourite colour, according to a survey conducted by Seoul International Color Expo 2004.
Colours produce reactions in the brain and influence our choices and actions.
There are a variety of studies on the emotional influences that colours have on our behaviour, also known as the Color Theory. Colour theory and its importance is a discipline that artists and designers have been studying for centuries. Visual impact is very much determined by colour combinations, and may even lead to different emotional responses.
HOW COLOUR THEORY INFLUENCES LANDING PAGES
Colour can be used to create an emotional response from your visitors.
For example, orange is known to generate positive feelings and can be a great choice for the colour of your Call to Action buttons. Learn more about this here: Where Should You Place Your CTA?
Here’s a list of colours and the various psychological responses they evoke:
- Red – danger, stop, negative, emotion, hot, dynamic, passion
- Blue – calm, confidence, security, technology
- Green – growth, positive, comforting, health, tranquillity
- Yellow – emotional, positive, caution
- White – pure, clean, honest
- Black – serious, heavy, death, sophisticated
- Grey – integrity, neutral, fresh, ripe
- Brown – healthy, organic, unpretentious
- Gold – conservative, stable, elegant
- Orange – emotional, positive, energy, joy, warmth
- Purple – contemporary, nobility, power
- Rose Pink – young, feminine, modern
Does it all make sense? Let’s look at a real example.
One of the brands we manage at MoreNiche is XYZ Smart Collagen.
When you open the page you instantly see three core colours above the fold (white, grey and black). These present the product as clean, sophisticated and fresh.
As you go down the page you also find a variety of green elements, reflecting the natural properties of the product, and conveying a comforting and positive emotion.
As you can see, colour plays an extremely important role in this particular page and brand, but that’s often the case for the large majority of brands who have put some thought into their colour schemes!
Contrast and Legibility
There are two other factors that also need to be considered to create a successful landing page. These are contrast and legibility:
- Contrast is the differentiation of one object or element in relation to another
- Readability is the ease that one letter can be distinguished from the other, facilitating the reading of the text
By paying attention to these and taking the time to think about the colour combinations you want to use for your landing pages, you will be making choices that make sense and will be effective for conversion purposes.
The bottom line is that you should never, ever make an arbitrary choice based purely on ‘what looks good’. Instead you need to create pages with thought behind them, with a good colour combination, contrast and legibility, and ensure that they’re engaging and ultimately successful for your goals.
Don’t underestimate this, because when properly used, colour can help you close deals and turn visitors into customers or sales. Used poorly, the colour may confuse the message you are trying to convey and actually cause visitors to leave the landing page.
USE THE RIGHT COLOUR IN THE RIGHT WAY FOR THE RIGHT AUDIENCE
Now that you know a little bit about colour theory and what influence it has, you can start using it for the right purpose, for the right audience and in the right way.
Here’s the process you should follow to make this happen:
- Have a think and make a list of the emotions you want to pass on to your visitors
- Take a look at the list of colours above and the psychological responses associated with them
- Choose a colour or set of colours that match want you want to achieve
From this you can (and should) use this set of colours for everything, from your landing pages to social media channels and eventually even your logo to ensure perfect branding.
Colour combination examples
- If you are hoping to promote trust but also generate action (for example, for affiliate links) a colour combination of blue and orange could be interesting and work well. This could be a good combo for a site promoting diet pills.
- If you want to suggest sophistication and femininity, rose pink and black would be a good choice. This could be a good combo for a site promoting skincare products.
Still Unsure? Here’s a tip.
Get some feedback.
You’ll want to create two or three landing pages that are identical to each other except for one thing: the colour.
Then ask a few people what they think (I am sure our AM team won’t mind!), explaining the message you want to convey and asking what their opinion is of one version compared to the other.
You will receive different opinions from different people so the final choice will be yours. But it will be helpful to get a variety of comments so you can make a more informed decision on which landing page colours better showcase your attributes and the message you’re trying to promote.
COLOUR CAN BE A DIFFERENTIAL OF LANDING PAGE SUCCESS
From now on, pay more attention to how, where and in what context colours are to be used, and then they’ll be able to help you achieve your goals.
Test multiple colours. Despite what some might say, there is no right colour for a conversion text or button. Try a green, purple or red button. Explore the advantages of a black background against white letters. Find out what works best for your audience.
If you have a designer or developer working for you, make sure you don’t leave colour decisions to them. Use the psychology we’ve discussed here, and prove with increased conversions that the choice of colours is far more than just an aesthetic decision.
A word of caution: Avoid overdoing colours: too much can cause some confusion and remember that white is also colour and can be used frequently.
But go on, test a variety of landing page combinations and let us know in the comments below how your new colour scheme has influenced your conversion rates.