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The Psychology of Colour: How It Affects The Way We Buy

Humans are visual creatures and it is theorised that colour plays a huge role in influencing our purchasing behaviour. Marketers have found that the colour of the call-to-action (CTA) button has a great effect on conversion, with different colours evoking different emotions, memories, and so on.

Colour has been used quite effectively by some brands to strengthen their user appeal. For example, Facebook, Twitter and Tumblr use the colour blue predominantly because it evokes a trustworthy, professional feeling.

While we might have our own subjective, personal opinions regarding colour, when it comes to designing a business website it’s a good idea to keep in mind these basic colour related principles.

Colours and Feelings

The above graphic is just to give you a small sample of the range of emotions and feelings that every colour can provoke from the viewer. While designing your company website, important landing pages, and calls-to-action, it is critical to keep the colour scheme in mind. Paying attention to this seemingly small detail can truly make all the difference!

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Colour Scheme: Background, Base and Accent

How much of your colour scheme should be allocated to each part of your page design? In general, you can stick to the following guidelines.

  • 60% for your background: Your background is visually always the biggest part of your landing page, so 60% of the colours you choose should be dedicated to it.
  • 30% for your base colour: On your landing page, your base colour takes up the second most visual space as it covers your header, footer, and most likely your contact form. These areas should make up 30% of the colours in your scheme.
  • 10% for your accent colour: An accent colour is meant to be used on the most important elements of your page to make them stand out. That’s your call-to-action! It should only cover 10% of your page but should be immediately noticeable. The call-to-action is normally in a contrasting colour so that it pops!

An important tip to keep in mind is that even though the website landing page is a standalone web page, visually it should be consistent with your overall brand colours.

All this information and we have barely scratched the surface! For more information about landing page design, CTAs, and everything else you need to get more leads, check out our fantastic guide to lead generation – ‘30 Lead Generation Tips, Tricks And Ideas’.

Download 30 lead generation tips here!

27 April 2017


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