Selecting appropriate web site color is critical, as it increases readability, makes the navigation clearer and spurs emotions that may impact the popularity of a site. A study commissioned by RightNow Technologies and conducted by YouGov Plc in end 2007 indicates that trouble in searching for information related to products and delivery frustrates consumers, resulting in them abandoning the shopping cart. In another survey, 44% of online shoppers reported dropping a purchase due to the inability to have a proper glimpse of the item. These surveys indicate the relevance of the website appearance and the information offered to the popularity of an ecommerce site and the conversion rate.
The Effect of Web Site Color on Conversion
While building a website, people often give due consideration to good web design and optimized content for search engines, while forgetting to reflect on the web site color scheme. However, web site color has the ability to greatly influence the mood of visitors and ultimately impact the site's popularity and conversion rate. Web site color impacts:
The registration page: The use of vivid color on a link attracts more user attention. Thus, for important links, opting for a color that does not blend with the surrounding increases the probability of a user opting for the links.
Number of ad-clicks: The higher the consistency of the web site color scheme, the better will be the ad clickthroughs. People tend to have greater trust on ads placed on professional-looking websites.
Which Web Site Color Scheme to Adopt?
Colors trigger a wide range of emotions and memories and have a strong impact on a customer's buying behavior. The manner in which a user interprets a web site color is dependent on age, culture, personal preference, profession and even nationality. Let us look at how most people perceive colors:
Red: Although this color represents good luck and wealth, it should be used sparingly on web pages, as it can cause intense emotions in readers. However, red used in small quantities on the sales page prompts viewers to take immediate action.
Orange: This is a color of action and represents pleasure and friendship. Orange is preferred for a website aimed at kids, family and entertainment.
Gold: Gold reflects wealth and high honor. This color should be used on a website to depict its success and influence people. However, the overuse of this color is likely to prompt corruptive behavior.
Silver: This color is thought to bring wealth and success. Silver can be used on websites for a professional and affluent image.
Copper: This color also represents wealth and enthuses visitors. Like gold, copper is perceived to bring good fortune.
Yellow: Yellow symbolizes high intelligence and is used to stimulate the intellect of viewers. This color is used to attract attention and encourage learning. The use of yellow on a website amplifies other colors on the page.
White: This color is used in the background of a web site to make the page reader-friendly.
Green: This color symbolizes freshness, youth, prosperity, growth and nature. Green is a lively color and, when used on a website, it does not cause eye strain to the viewer. It has a relaxing impact on viewers. Thus, the use of green fonts on web pages encourages visitors to click on a link or buy products from the site. However, excessive use should be avoided, as it can cause envy, jealousy and greed.
Black: Black symbolizes the mystic, power and darkness of the night. Since darkness is taken as a prelude to the beginning of a new day, this color also symbolizes a new start. Thus, it could be effectively used to reflect a new, powerful and influential company on its path to growth. However, the use of black in large amounts can be depressing.
Gray: This color depicts authority and stability.
Blue: Blue is treated as an indication of trust, belonging, professionalism and honesty. Hence, this color can be used on a website to reflect commitment to truth in business dealings. However, overuse of blue should be avoided, as it makes people hesitant in taking business decisions.
Brown: Brown is an earth color and reflects reliability. The use of brown influences customer beliefs in the trustworthiness and honesty of the website.
The findings of the color theory have prompted smart marketers to use appropriate colors while designing a web page to attract customers and boost sales. To gain insight into the colors that appeal to potential customers, one should research the target audience.