What is Color Psychology?

Color conversion effects

Color psychology is the science of how color affects human behavior.

Color psychology actually is a branch of the broader field of behavioral psychology. Suffice it to say that it’s a pretty complicated field. Some skeptics are even dismissive of the whole field of color psychology, due to the difficulty of testing theories.

There are key facts of color theory that are indisputable. In a peer reviewed journal article, Satyendra Singh determined that it takes a mere 90 seconds for a customer to form an opinion about a product. And, 62-90% of that interaction is determined by the color of the product alone.

Research from QuickSprout indicates that 90% of all product assessments have to do with color. “Color,” writes Neil Patel, is “85% of the reason you purchased a specific product.” It’s a no-brainer fact of any website that color affects conversions big time.

Color wields enormous sway over our attitudes and emotions.

When our eyes take in a color, they communicate with a region of the brain known as the hypothalamus, which in turn sends a cascade of signals to the pituitary gland, on to the endocrine system, and then to the thyroid glands.

The thyroid glands signal the release of hormones, which cause fluctuation in mood, emotion, and resulting behavior.

Additional research in studies on color perception and color preferences show that when it comes to shades, tints, and hues, men generally prefer bold colors while women prefer softer colors. Also, men were more likely to select shades of colors as their favorites (colors with black added), whereas women are more receptive to tints of colors (colors with white added).

One study has revealed our brains prefer immediately recognizable brands, which makes color an important element when creating a brand identity.

One journal article even suggests it’s important for new brands to pick colors that ensure differentiation from entrenched competitors.

Test several colors.

Despite what some may say, there is no right color for a conversion text or button. Try a green, purple, or yellow button. Explore the advantages of a black background scheme vs. a white background.

Find out which works best for your audience and with your product.

Color is a conversion issue, not just an “Oh, it looks good” issue. Color aesthetics is not everything. Color is a tricky thing. You have to use it in the right way, at the right time, with the right audience, and for the right purpose.

Color conversion effects are important! So, the bottom line is: use the right colors and you win.

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