![\"Color](\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2024\/05\/Color-psychology-of-red.png\")
<\/figure>\n\n\n\nRed<\/h3>\n\n\n\n
Red is a very interesting color, as it stands for expressing many different emotions. It rarely gets combined with other colors, in that way it seems odd and strange. <\/p>\n\n\n\n
Positive feelings<\/h4>\n\n\n\n
Red can express: <\/p>\n\n\n\n
- \n
- energy <\/li>\n\n\n\n
- power<\/li>\n\n\n\n
- fearlessness<\/li>\n\n\n\n
- excitement<\/li>\n\n\n\n
- passion<\/li>\n<\/ul>\n\n\n\n
These emotions usually give a sense of urgency to the possible buyers that you can take advantage of. <\/p>\n\n\n\n
When a call-to-action pops up on a website, it usually gets displayed in a red rectangle. Even if the user doesn’t want to buy anything, sensing the emotions delivered by the color gives a higher chance that the potential buyer will resonate with the message. <\/p>\n\n\n\n
Negative feelings<\/h4>\n\n\n\n
Red can also express negative feelings, like:<\/p>\n\n\n\n
- \n
- danger<\/li>\n\n\n\n
- death<\/li>\n\n\n\n
- aggression<\/li>\n\n\n\n
- pain<\/li>\n<\/ul>\n\n\n\n
These can all be associated with this color. <\/p>\n\n\n\n
In a horror-themed streaming platform, potential customers even want to feel these emotions, but that\u2019s just one sub-group. Most people want to avoid it, but it seems a hard choice!<\/p>\n\n\n\n
How to be sure that you pick the red color for the background of your site so that potential customers sense the positive feeling of this color, instead of the negative ones? The answer is, you need to find the right context. For example, if your website design contains funny elements, red will awaken positive feelings in the customers\u2019 brains. <\/p>\n\n\n\n
![\"Black](\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2024\/05\/Color-psychology-of-green-1.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nGreen<\/h3>\n\n\n\n
Green is one of the most popular colors in this decade! It\u2019s because this color can foster people to create a positive, \u201cgreen\u201d environment around them which has an important role when brands want to do something to prevent a possible unturnable global warming. <\/p>\n\n\n\n
Positive feelings<\/h4>\n\n\n\n
However, nature has separate other positive connotations that brands tend to use, just as:<\/p>\n\n\n\n
- \n
- purity<\/li>\n\n\n\n
- health <\/li>\n\n\n\n
- freshness<\/li>\n<\/ul>\n\n\n\n
Although these emotions are not useful for too many companies (maybe health organizations), people tend to connect these emotions with other, secondary ones that can be inserted into brands\u2019 values more efficiently. <\/p>\n\n\n\n
Productivity and growth are both associated with the green color, businesses that categorize themself as \u201cinnovative ones\u201d pick this color from time to time. Also, unlike red, green is great to combine with other ones.<\/p>\n\n\n\n
Negative feelings<\/h4>\n\n\n\n
In terms of green, negative aspects rarely step to the middle of the stage. Of course, if we want to find negative connotations in all our hearts, it is possible: green can be connected with an envious person, and it can evoke a sense of isolation, but possessiveness and greed are two other negative characteristics that the color of green can emphasize. <\/p>\n\n\n\n
However, these are possibly true for darker greens. Light green rarely causes negative feelings in the buyers\u2019 minds.<\/p>\n\n\n\n
![\"Color](\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2024\/05\/Color-psychology-of-blue.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nBlue<\/h3>\n\n\n\n
Based on research<\/a> that measured ten countries’ color preferences, it turned out that the most popular color on the planet is blue. The research showed that 57% of all men, and 35% of all women categorize blue as their best color.\u00a0<\/p>\n\n\n\n
Positive feelings<\/h4>\n\n\n\n
First, examine the positive aspects of this color\u2019s psychology. Blue bring up feelings, like:<\/p>\n\n\n\n
- \n
- strength<\/li>\n\n\n\n
- wisdom<\/li>\n\n\n\n
- trust<\/li>\n\n\n\n
- security<\/li>\n<\/ul>\n\n\n\n
Companies that work with, or store their clients\u2019 data usually use blue as their main color to emphasize their security. With the help of this, the client will be less worried about its decision, and accept how the site handles the data. <\/p>\n\n\n\n
Negative feelings<\/h4>\n\n\n\n
Blue is also less likely to be categorized as a color that represents many negative feelings, but there are some. <\/p>\n\n\n\n
Blue\u2019s negative connotations are:<\/p>\n\n\n\n
- \n
- cold<\/li>\n\n\n\n
- unfriendliness<\/li>\n\n\n\n
- sadness<\/li>\n\n\n\n
- aloofness<\/li>\n<\/ul>\n\n\n\n
![\"Color](\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2024\/05\/Color-psychology-of-orange.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nOrange<\/h3>\n\n\n\n
According to some sources<\/a>, orange is the least likable color of all. It is even strange if we think of the dozens of companies, and other organizations that use this color from day to day.<\/p>\n\n\n\n
Positive feelings<\/h4>\n\n\n\n
The most positive thing that orange can mean to the customer is the word \u201cfun\u201d. Almost all of the orange\u2019s positive meanings originally came from this connotation. Positive feelings are:<\/p>\n\n\n\n
- \n
- confidence<\/li>\n\n\n\n
- creativity<\/li>\n\n\n\n
- courage<\/li>\n<\/ul>\n\n\n\n
Also, there is one more symbol here: orange is the color of the sun. That means that all characteristics that humans use for the sun (hot, warm, bright) also appear on their minds when the orange color comes into the picture.<\/p>\n\n\n\n
Negative feelings<\/h4>\n\n\n\n
Orange is often used to describe something negative, so you need to fully measure how your target audience resonates with this color first. The negative connotations of orange include:<\/p>\n\n\n\n
- \n
- arrogance<\/li>\n\n\n\n
- pride<\/li>\n\n\n\n
- impatience<\/li>\n<\/ul>\n\n\n\n
![\"Color](\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2024\/05\/Color-psychology-of-yellow.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nYellow<\/h3>\n\n\n\n
Yellow is also not the most popular color, but using it as a mix with other colors is so much more accepted. <\/p>\n\n\n\n
Positive feelings<\/h4>\n\n\n\n
Although yellow is attention-grabbing (think of the highlighters), it is also difficult to read by just its own. But that\u2019s just one of yellows\u2019 strength, it can emphasize:<\/p>\n\n\n\n
- \n
- joy<\/li>\n\n\n\n
- energy<\/li>\n\n\n\n
- confidence<\/li>\n\n\n\n
- hope <\/li>\n\n\n\n
- light (the symbol of the sun is displayed here as well)<\/li>\n<\/ul>\n\n\n\n
Negative feelings<\/h4>\n\n\n\n
Yellow has been the main color of jealousy for hundreds of years from now. It appears in many paintings, or this symbol can be found in many poems. However, there are some other negative aspects of yellow:<\/p>\n\n\n\n
- \n
- danger<\/li>\n\n\n\n
- fear<\/li>\n\n\n\n
- irrationality<\/li>\n\n\n\n
- anxiety<\/li>\n<\/ul>\n\n\n\n
![\"Color](\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2024\/05\/Color-psychology-of-purple.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nPurple<\/h3>\n\n\n\n
This color has the biggest difference between the percentage of males and females who claim purple as their favorite color. According to a questionnaire<\/a>, 23% of female respondents\u2019 favorite color is purple, while 0% of males claimed the same. That being said, use purple as a main color if your target audience is mostly a female group.<\/p>\n\n\n\n
Positive feelings<\/h4>\n\n\n\n
Purple is always connected to luxury. It\u2019s not a coincidence: many valuable minerals are purple, just like Quartz, Tanzanite, or Amethyst. Royal families and political leaders tend to use this color to emphasize their wealth, so almost all the positive characteristics of purple come from that origin.<\/p>\n\n\n\n
It can emphasize:<\/p>\n\n\n\n
- \n
- power<\/li>\n\n\n\n
- ambition<\/li>\n\n\n\n
- independence <\/li>\n\n\n\n
- magic<\/li>\n<\/ul>\n\n\n\n
Negative feelings<\/h4>\n\n\n\n
What we mentioned about the positive parts, can be easily twisted to the negative aspects. While royal families were lighting power to their protected nation, they still had some negative characteristics that the purple color still holds, just as:<\/p>\n\n\n\n
- \n
- decadence<\/li>\n\n\n\n
- conceit<\/li>\n\n\n\n
- pomposity<\/li>\n<\/ul>\n\n\n\n
![\"Color](\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2024\/05\/Color-psychology-of-black-and-white.png\")
<\/figure>\n\n\n\n<\/div>\n\n\n\nBlack and white<\/h3>\n\n\n\n
We should meet with the color psychology of these two colors at the same time, as their meaning is the exact opposite of each other in many cases. <\/p>\n\n\n\n
Positive and negative feelings<\/h4>\n\n\n\n
One of the most popular colors amongst businesses because of its plain, clean, and elegant look. But alongside that:<\/p>\n\n\n\n
- \n
- White is associated with light – black is associated with dark<\/li>\n\n\n\n
- safety – fear<\/li>\n\n\n\n
- beginning – end<\/li>\n\n\n\n
- purity – strength <\/li>\n\n\n\n
- good – bad<\/li>\n<\/ul>\n\n\n\n
Now that we successfully discovered the most important colors and their possible meanings, we should take a look at our tips, which help you to take advantage of color psychology at its finest!<\/p>\n\n\n\n
Color psychology tips to improve conversions<\/h2>\n\n\n\n
In this part of the article, we will meet with some tips on how you can improve conversions with colors!<\/p>\n\n\n\n
Tip 1: Know your target audience!<\/h3>\n\n\n\n
When we discovered the colors and their different meanings, we mentioned that sometimes different groups of people have different relationships with the given color. <\/p>\n\n\n\n
A good example of that is the black color. An English gentleman may think that black is the color of elegance, but in a different culture, it is more likely to indicate death and suffering. Our perception of inserting meanings into colors depends on many different things:<\/p>\n\n\n\n
- \n
- Cultural difference<\/strong> – <\/strong>yes, color psychology influences us from the beginning. The exact place, country, or region we grow up has different connotations than other regions. White may indicate purity in Western countries, but in some Eastern cultures, it is usually associated with grief. <\/li>\n\n\n\n
- Psychological aspects – <\/strong>our mental state is also a differentiator factor in how we look at different colors. Just think of it: if we are sad, and disappointed we may look at red as a negative color that shows aggression and anger.<\/li>\n\n\n\n
- Social influence – <\/strong>it means that trends, and norms can also change how we think of different colors. <\/li>\n\n\n\n
- Personal experiences – <\/strong>the ones that businesses can\u2019t do anything. However, it only affects one person at a time, so this won\u2019t influence your company\u2019s success.<\/li>\n<\/ol>\n\n\n\n
However, almost everything can influence our relations with colors. Our language, age, environmental factors, etc. Your task is to discover your potential buyers, create buyer personas, and decide which color satisfies their needs the most. <\/p>\n\n\n\n
But how to discover them?<\/h3>\n\n\n\n
Well, yes: usually it\u2019s easier to say \u201cHey, you need to find out who you are selling to\u201d, rather than actually doing it. Where to start? The thing is, there are numerous ways of getting information about your buyers, even if you have no previous data or previous concepts about the characteristics of your possible buyers. And even if you made target groups beforehand; how can you be sure that the exact group resonates with your messages the most efficiently that you wanted to target?<\/p>\n\n\n\n
That\u2019s one of the reasons why online behavioral analytics exist! These tools can discover qualitative data from your website\u2019s visitors, just like: where they go, what they want, how long they stay, and what makes them more impulsive. If you are aware of this data, fix the mistakes, and create your site how your target audience wants, it will easily improve customer satisfaction, and after all: increase your revenue!With Capturly Analytics<\/a>, you can not only discover what individual users do on the site, (although, it is also useful in different scenarios) but you can analyze your target audiences overall. That\u2019s what heatmap is all about: showing your website\u2019 busiest points with shades of red and blue. Capturly offers 3 different heatmaps, click, scroll, and segment heatmap.<\/p>\n\n\n\n
<\/div>\n\n\n\n![\"Want](\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2024\/03\/Want-to-analyze-user-behavior-1-1024x325.png\")
<\/a><\/figure>\n\n\n\n<\/div>\n\n\n\nIn color psychology, scroll heatmap can be the most useful. Scroll heatmap shows how long customers scroll down on a webpage. The more satisfied they are with the content, the CTA-s, or the actual atmosphere your site creates, the more they will scroll down, and engage. <\/p>\n\n\n\n
If your website\u2019s scroll rate is low, and you filter the success of all other elements, you can be suspicious about your site\u2019s color(s). Maybe it\u2019s a barrier to reading the actual content (too powerful compared to the letters, or you use similar colors in both), or they just can\u2019t resonate with it. In this case, creating an A\/B test, with the old and the new color can help to decide whether this is your core problem, or you need to discover other potential problems.<\/p>\n\n\n\n
But what exactly does an A\/B test look like? Our second tip will walk around this topic!<\/p>\n\n\n\n
Tip 2: Create an A\/B test<\/h3>\n\n\n\n
An A\/B test is a great way to test two different versions of your site. In this case, the two sites\u2019 one and only difference will be their colors, or color combinations. Everything else remains consistent (in economy they use the term \u201cceteris paribus\u201d to that)! That\u2019s crucial because if you change something else, you won’t know which factor causes the difference in their success. <\/p>\n\n\n\n
After you create the two sites, one with the old color, and the other with the new, you start to lead the audience to both. This is not computer science, you don\u2019t have to worry: after the visitor clicks on your website, or one of your advertisements, the user randomly gets dropped to one of your sites. <\/p>\n\n\n\n
In this step, it is important to connect a website analytics tool to both sites to track, and later compare their success. Capturly Analytics completely covers this problem, as it can track data from more than one site simultaneously. Unfortunately, there are no exact numbers about how long you need to do an A\/B testing, and how much traffic you should make at both sites. These depend on the complexity of the test, your website\u2019s average traffic, or the desired level of accuracy. However, under 500 visitors, you can\u2019t get statistically efficient scores. <\/p>\n\n\n\n
After you have finished your A\/B testing, you can finally evaluate the results. If you find out that the new color has better results than the old one; you should use that later on.<\/p>\n\n\n\n
Tip 3: Stay consistent!<\/h3>\n\n\n\n
Your logo is red and white, the theme color of your website is blue, and your billboard advertisement uses a combination of black and yellow. Can it work? Most of the time, no! <\/p>\n\n\n\n
- Psychological aspects – <\/strong>our mental state is also a differentiator factor in how we look at different colors. Just think of it: if we are sad, and disappointed we may look at red as a negative color that shows aggression and anger.<\/li>\n\n\n\n
- Cultural difference<\/strong> – <\/strong>yes, color psychology influences us from the beginning. The exact place, country, or region we grow up has different connotations than other regions. White may indicate purity in Western countries, but in some Eastern cultures, it is usually associated with grief. <\/li>\n\n\n\n