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The colors we use in online forms

How the psychology of colors can boost your website conversions

Colin Cieloha, 02/05/2017
How the psychology of colors can boost your website conversions


Most of us take color for granted and do not consciously think about it. The sky is blue, the grass is green, and that product is that color because the designer thought it would look nice. However, color is not just some meaningless background visual. It has a powerful impact on our psyche.
Red, for example, is the color of extreme emotions. It is associated with fire, blood, and love, and it has the highest wavelength of the entire spectrum. Red is associated with danger and alertness. It can be seen further than any other color. This is why road signs and warnings are painted in red.

In the corporate world using color psychology is an important part of marketing. It grabs the customer’s attention and can play on their emotions and helps to sell products. In the online world, it can help to increase website conversions. A new infographic from Skilled.co (which can be viewed in full below). The infographic explores the psychology of colors and provides 40 fascinating facts that can improve marketing strategy and public image.

Perhaps the most startling data is that it takes a consumer 90 seconds on average to assess a product and between 62% and 90% of their judgment is based on the color alone. 
84.7% of customers say the color of a product is the main reason why they purchased it, while two-thirds will dismiss a large appliance if it does not come in their preferred color. If your product does not grab a customer’s attention and invoke the right emotions, it will not sell.

Color is not only important for products, but it also plays an integral role in brand recognition. Once a brand is associated with a particular color, consumers know what to look out for.
Along with the logo the color is comforting and familiar. Data suggests that color is responsible for 80% of brand recognition. That does not mean a brand’s color scheme can not grow stale and fade into the background. A few years back ketchup Heinz carried out an experiment where they changed their long-running red bottle design to green. The difference was so attention-grabbing to customers that the company saw its highest sales increase in history. It moved 10 million bottles in 7 months and made $23 million.

Heinz went back to their traditional red design. That is how their brand is recognized, and over the long-term, the color has a proven psychological track record. It is one of the most attention-grabbing colors because of its primal effects on heart rate and urgency, making it more likely to induce a quick sale. This is why it is one of the most popular choices for clearance sales.

To learn more about color psychology and the individual effects of different colors, be sure to check

out the full infographic for Skilled.co.

Author's Bio

Colin Cieloha is an American author and content marketer at Skilled.co. He writes about everything that will draw his attention with a focus on the mobile and e-commerce space. When he is not writing he is spending his time traveling the globe and snowboarding. You can follow him on his Twitter at @ColinCieloha or on Linkedin.