Website Leads Decreasing? Maybe It’s Time for a Color Scheme Change

June 16, 2016

Color schemes have more power than we often acknowledge. Web design experts will tell you that different colors stir up different emotions for customers. Marketers have been using this to their advantage — building up an affinity for a brand and motivating buying decisions for decades.

However, the effect can diminish over time. If you website’s color scheme used to work — bringing in leads consistently for a while — but has since started to decline, that could be what’s going on.

Here are some quick facts about the most popular business colors and how you can use them to drive sales on your website.

Red

Red is a powerful color. Color experts say it’s energetic and attention grabbing, creating urgency and even increasing the heart rate of people who view it. That could be great for the most important parts of your site — your lead magnet or quote button, for instance. But don’t go overboard. Too much red could work against you since red is also considered provocative and aggressive.

Orange

Orange is another strong color. It likewise signals energy and grabs attention. Orange can also tell buyers that your brand is fun, cool, or even cutting edge. It’s well suited to CTA buttons telling buyers to buy, sell, or subscribe.

Blue

Blue is arguably one of the most popular colors in business. Everything from Facebook to Ford uses blue as a primary color in its branding. Big insurers also love blue — Allstate, Farmers, Geico, and Progressive all use blue to some extent in their color schemes. The reason for blue’s popularity? Viewers find it trustworthy, dependable, secure, responsible, smart, and precise.

Green

Green is used in a lot of different brand situations with good results. That may be because experts say it’s the easiest color for our eyes to process. Green’s versatility means you’ll find it used by wealth management brands, healthcare, food service, and even environmental businesses. Feelings associated with green include calm, freshness, and health. Shade matters with this color. Darker greens equate to wealth, while lighter shades shift towards serenity.

Purple

Purple’s historical connection to royalty calls to mind connected feelings of sophistication, elegance, or prestige. Purple can also appeal to our nostalgic or spiritual feelings. Your marketing materials can gain an air of sophistication with a bit of added purple.

Yellow

On the opposite end of signaling is the color yellow. Yellow is not a color you’ll miss easily. It’s often used to get the attention of window shoppers. In branding, yellow signals hope and optimism. It can stimulate positivity, creativity, and energy of viewers and signal to customers that you’re confident and motivated.

Pink

If you happen to market to a female audience, pink is a color worth considering in your color scheme. Experts champion its good-spirited and feminine qualities. For any company, it’s important to build a rapport and trust with your audience. If your demographic target is young women, it makes sense to have pink in your branding.

Brown

Like red, brown is a color to use carefully. It has many good attributes, such as strength, durability, relaxation, earthiness, and simplicity. Brown can work well as a small accent, like a logo. Or it can be a great subtle background spread over a large portion of your website. Just don’t go bold with too much brown — in excess it sometimes reminds people of dirt!

Black

Black can be almost as versatile as green. It’s powerful and sleek in some instances. In other uses it signals value, timelessness, and sophistication. It works especially well for high-end products and services and can work well with many other hues. Pairing black with another prominent color can add an element of drama.

White

Opposite black, the color white most often represents purity and cleanliness. Black and white can be paired together in monochrome palettes for a lot of drama and sophistication. On its own, white is frequently used in businesses that deal with child care or health care.

Next Steps

As you can see, your options are wide open. So which colors should you choose? It depends on what emotions are important to your website leads. If they’re hesitant to pull the trigger on a rate quote, red may be your best bet. However, if your site needs to inspire trust or financial expertise, blue or green might be the answer. If you’re serious about changing your website’s color scheme, consult with a professional web designer. They can help you choose not only the right colors but decide how much color to apply to your site and where to focus your efforts for the best effect.

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About Troy Wilson