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. So, boring and corporate based websites that all look alike will not stand out!
This doesn’t mean you go out and start throwing wild colors on your website. There has to be a right way, the right time, and color catered to the right audience. Yellow is associated as a kids’ color. Unless you sell services or products aimed at kids and their parents, yellow would be a wrong choice of color. Orange is associated with discounting products and services. Does this fit your demographic. There is something to be said about the color of psychology. So, it isn’t just about using color but what colors you use and how you use it!
Targeting women? In a survey on color and gender via Inc.com, 35% of women said blue was their favorite color, followed by purple (23%) and green (14%). 33% of women confessed that orange was their least favorite color, followed by brown (33%) and gray (17%).
My suggestion if you are getting ready to spring clean your website, consider color use. Do a web search on the phrase ‘psychology of color’ and really think about who your website sells to and what colors you should incorporate. For some companies the use of color is a bad thing, even with the popularity of color and social media being high. Risk management companies shouldn’t ever use color. It defeats their purpose.
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Twyla N. Garrett