The Psychology of Colours

Color has value beyond aesthetics. Yes, we all have preferences, but why? 

Color is something that’s always around us, but we rarely think about how it impacts us. 

Color Theory

There is a clear science to picking colors that work together. There is a definite element of subjectivity involved (culture, generational perspectives, and personal preferences), but there is also a set of best practices that psychologists and designers will stick to. Colm Tuite, a user experience designer, breaks down color into the following framework.

Pures, Tints, Shades & Tones

PURE COLOR

These are colors that are not mixed with other hues. They’re usually incorporated into bright designs. Anything youthful, summery, cheerful, energetic, or ‘cool’ can benefit from using pure colors.

TINTS

These are colors mixed with white. They convey a lighter, more peaceful, and less energetic feeling than pure colors. They’re also considered more feminine. Companies in the health, spa, and beauty industries could benefit from using these colors.

SHADES

These are colors mixed with black and are effective in communicating mysterious, dark, evil, or dangerous moods. Shades can work well with gradients when used with either a pure color or lighter shade.

Color And Conversions

Here’s the quick facts on how colors impact conversions:

• 92.6% of people say the visual dimension is the #1 influencing factor affecting their purchase decision (over taste, smell, etc.).
• Studies suggest that people make a subconscious judgment about a product within 90 seconds of initial viewing. Up to 90% of that assessment is based on color alone.
• One study found that magazine readers recognize full-color ads 26% more often than black-and-white ads.
• Heinz changed the color of their signature ketchup from red to green and sold over 10 million bottles in the first 7 months, resulting in $23 million in sales.
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Here’s some additional facts on how color effects purchase decisions:

• When marketing new products, it is important to understand that consumers place visual appearance and color above other factors when they shop.
• 85% of shoppers place color as a primary reason for why they buy a particular product.
• Color increases brand recognition by 80%. Brand recognition is directly tied to consumer confidence.
• Colors are not universal in nature. Colors that entice in North America are different from those that entice in India. See the infographic (below) to see how different colors affect online consumers in North America.
• Color is not the only element that influences consumer behavior. For online shoppers, design, buzzwords and convenience also affect the need to shop.

Color affects us in countless ways, both mentally and physically. Psychologists have suggested that color impression can account for 60% of the acceptance or rejection of a product or service. A bad color combination can have the same user experience consequences of poor copy or slow page load times.