How the Psychology of Color Can Increase Your Website Conversions Neil Patel, co-founder at KISSmetrics Join the conversation on Twitter @thuelmadsen #KISSwebinar Neil Patel - KISSmetrics - @neilpatel ! Neil Patel is a serial entrepreneur and the co-founder of KISSmetrics and Crazy Egg. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. Your presenter Join Neil on Twitter @neilpatel #KISSwebinar How Colors Affect Us 1 Humans Can See About 10 Million Different Colors Colors Can Create Emotional Reactions One study examined which colors were the most and Pleasant Hue Most Pleasant & Most Arousing Least Pleasant Yellow: Most Arousing Green-Yellow: Red & Yellow Red & yellow shown to elicit more brain activity than green or blue Colors Affect Buying Decisions • Consumers buy products in colors that they find most appealing at the time of purchase • 90% of snap judgments made about products can be based on color alone (depending on the product). • Colors impact how consumers view the personality of a brand Using the Psychology of Colors to Your Advantage 2 Logo Color Helps in Establishing Differentiation Colors Help a Product and Brand Stand Out Think Apple’s aluminum color and white cables. Influences Consumer Perception Use colors to establish your differentiation from competitors Ignore Stereotypical Color Associations Color preferences are determined by experience. Color Guidelines for Web Conversions Contrast is key when forming CTAs Facebook’s Sign Up Button Charity Water Donate Now Button Red In competitive situations, a red background made people pay more. Blue In negotiations, a red background decreased a consumer’s willingness to pay as compared to blue. Blue In fixed price settings, consumers are more influenced by blue. Blue Researcher says: “Because these consumers were also only competing with the seller, purchase likelihoods were lower with red backgrounds compared to blue, indicating that their willingness to pay may have been lower.” Red & Blue Red induces aggression relative to blue. What This Means For You In competitive situations, test using a red background. For fixed-price scenarios, test using a blue background. Color Psychology for Men and Women Men and women vary in their color preferences Men’s Favorite Colors Women’s Favorite Colors Gender Color Preferences Questions? Neil Patel Co-Founder KISSmetrics ! @neilpatel Thue Madsen Marketing Associate KISSmetrics ! @thuelmadsen

1. How the Psychology of Color
Can Increase Your Website
Conversions
Neil Patel, co-founder at KISSmetrics

2. Join the conversation on Twi!er
@thuelmadsen #KISSwebinar

3. Neil Patel - KISSmetrics - @neilpatel
!
Neil Patel is a serial entrepreneur and the co-founder of
KISSmetrics and Crazy Egg. He helps companies like Amazon,
NBC, GM, HP, and Viacom grow their revenue. The Wall
Street Journal calls him a top influencer on the web and
Entrepreneur Magazine says he created one of the 100 most
brilliant companies in the world.
Your presenter

4. Doing Business on the Web for 11 Years

5. Join Neil on Twi!er
@neilpatel #KISSwebinar

6. Today we will cover
1 How Colors Affect Us
2 Using the Psychology of Colors to Your
Advantage
3 Color Tips

7. WATCH WEBINAR RECORDING NOW

8. How Colors Affect Us
1

9. Humans Can See About 10 Million Different Colors
Source: http://www.simoneye.com/blog/how-many-colors-do-we-actually-see

10. Colors Can Create Emotional Reactions
One study examined which
colors were the most and
Source: http://psycnet.apa.org/journals/xge/123/4/394/
least pleasant

11. Pleasant Hue
Source:
http://psycnet.apa.org/journals/xge/123/4/394/
Blue:

12. Most Pleasant & Most Arousing
Source:
http://psycnet.apa.org/journals/xge/123/4/394/
Blue-Green:

13. Pleasant Hue & Most Arousing
Source:
http://psycnet.apa.org/journals/xge/123/4/394/
Green:

14. Pleasant Hue
Source:
http://psycnet.apa.org/journals/xge/123/4/394/
Red-Purple:

15. Pleasant Hue
Source:
http://psycnet.apa.org/journals/xge/123/4/394/
Purple:

16. Pleasant Hue & Least Arousing
Source:
http://psycnet.apa.org/journals/xge/123/4/394/
Purple - Blue:

17. Least Pleasant
Yellow:

18. Least Pleasant & Most Arousing
Green-Yellow:

19. Least Arousing
Yellow-Red:

20. Most Pleasant & Least Pleasant
Most Pleasant:
Least Pleasant:

21. Most Arousing & Least Arousing
Most Pleasant:
Least Arousing:

22. Red & Yellow
Red & yellow shown to elicit more brain activity
than green or blue
Source: http://emotion-research.net/Members/AlexGenov/Genov,%20Schall,%20Laird,%201999.pdf

23. Colors Affect Buying Decisions
• Consumers buy products in colors that they find most appealing at
the time of purchase
• 90% of snap judgments made about products can be based on color
alone (depending on the product).
• Colors impact how consumers view the personality of a brand
Sources: http://faculty.haas.berkeley.edu/c_lee/manuscript.pdf
http://www.emeraldinsight.com/journals.htm?articleid=1558119&show=abstract
http://link.springer.com/article/10.1007%2Fs11747-010-0245-y

24. Start Your Free KISSmetrics Trial
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25. Using the Psychology of
Colors to Your Advantage
2

26. Logo Color Helps in Establishing Differentiation

27. Colors Help a Product and Brand Stand Out
Think Apple’s aluminum color and white cables.

28. Influences Consumer Perception
Use colors to establish your differentiation from
competitors

29. Ignore Stereotypical Color Associations
Color preferences are determined by experience.
Source: http://news.discovery.com/human/evolution/colors-preferences-evolution-style.htm

30. Stereotypical Color Association
Purple means “imaginative and wise”

31. Stereotypical Color Association
Red means “excitement, youthful, and bold”

32. Stereotypical Color Association
Blue means “trust”

33. Stereotypical Color Association
Green means “peaceful, growth, and health”

34. Ignore
Stereotypical Color
Associations!

35. Color Guidelines for Web Conversions
Contrast is key when forming CTAs

36. Facebook’s Sign Up Bu!on

37. Charity Water Donate Now Bu!on

38. Lings Cars

39. Color Tips
2

40. Red
In competitive situations, a red background made
people pay more.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html

41. Blue
In negotiations, a red background decreased a
consumer’s willingness to pay as compared to
blue.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html

42. Blue
In fixed price se!ings, consumers are more
influenced by blue.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html

43. Blue
Researcher says:
“Because these consumers were also only
competing with the seller, purchase likelihoods
were lower with red backgrounds compared to
blue, indicating that their willingness to pay may
have been lower.”
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html

44. Red & Blue
Red induces aggression relative to blue.
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html

45. What This Means For You
In competitive situations, test using a red
background.

46. What This Means For You
For fixed-price scenarios, test using a blue
background.

47. Color Psychology for Men and Women
Men and women vary in their color preferences

48. Men’s Favorite Colors
Source:
http://www.joehallock.com/edu/COM498/preferences.html

49. Women’s Favorite Colors
Source:
http://www.joehallock.com/edu/COM498/preferences.html

50. Women’s Favorite Colors
Source:
http://www.joehallock.com/edu/COM498/preferences.html

51. Women’s Favorite Colors
Source:
http://www.joehallock.com/edu/COM498/preferences.html

52. Gender Color Preferences
Source:
http://www.ncbi.nlm.nih.gov/pubmed/2235253

53. THANK YOU
Neil Patel
Co-Founder
KISSmetrics
@neilpatel

54. Questions?
Neil Patel
Co-Founder
KISSmetrics
!
@neilpatel
Thue Madsen
Marketing Associate
KISSmetrics
!
@thuelmadsen