Infographic: How Colors Affect Conversions

Color has a powerful psychological influence on the human brain. Learn how others have harnessed it and how you can do the same.

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how colors affect conversion rates

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Facts and Stats To Tweet:

  1. 92.6% of people say the visual dimension is the #1 influencing factor affecting their purchase decision (over taste, smell, etc.). »tweet«
  2. 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. »tweet«
  3. One study found that magazine readers recognize full-color ads 26% more often than black-and-white ads. »tweet«
  4. 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. »tweet«

Sources

  1. http://loyaltysquare.com/impact_of_color.php
  2. http://www.zeroabove.co.uk/news/the-colour-of-success-whats-your-flavour.html
  3. http://www.colormatters.com/fun-color-facts/factoids-part-2
  4. Hermie, P., Lanckriet, T., Lansloot, K. and Peeters, S. Stop/watch: everything on the impact of advertisements in magazines. Medialogue; 2005.
  5. http://blog.hubspot.com/blog/tabid/6307/bid/20566/The-Button-Color-A-B-Test-Red-Beats-Green.aspx
  6. http://visualwebsiteoptimizer.com/split-testing-blog/how-ript-apparel-increased-their-sales-by-6-3-ab-testing-case-study/
  7. http://www.colorcom.com/research/why-color-matters
  8. http://www.joehallock.com/edu/COM498/preferences.html
  9. Adapted from “Building Accessible Websites”. Copyright © Joe Clark, 2002. All rights reserved. Used with permission.
  1. Stanford Griffith Apr 03, 2013 at 11:40 am

    Interesting infographic, but the last bit may be off. The source used had a small N, and so it may not represent a statistically significant set of data. I know his data gets cited often, but that doesn’t mean it’s accurate. My own anecdotal evidence would indicate that yellow and orange aren’t as far down that favorites list. That could, however, certainly be a regional issue. The results probably also could be accidentally swayed by the exact color values used in the poll. (Bright yellow can be a warning and feel unwelcoming, but a softer shade is very warm, comforting, and inviting.)

    As you said, however, it’s all based on knowing your audience and what they like. I’ve learned that my opinion doesn’t matter; only that of the end user truly matters.

    • Hi Stanford!

      Thanks for your insights! Agreed – a lot of it is just testing various things and seeing what customers respond well to. Who knew consumers would love (albeit, short lived) green ketchup? =)

      Best,

      Jason C.
      KISSmetrics

  2. Love the infographic! I would agree that blue and green are the colors of choice in appealing to both men and women. It seems that most blogs have blue in their headers. This one is no different :)

  3. Neil,

    I thought the article was great up to the point of the case studies as what you seem to be suggesting there is that colour is irrelevant, but periodically changing colour is important. In particular the Performable and Heinz studies contradict one another with going from red to green and green to red and both being equally effective.

    Rgds

    laurence

    • HI Laurence!

      Thanks for the insights!

      I don’t think we were saying that color is irrelevant. I think we’re saying that it’s wise to test what works best for your specific website and not blindly use a benchmark. KISSmetrics is perfect for doing such analysis. ;)

    • I don’t agree with what you have written and I do believe more research should have been done but it was written well.

  4. What I learned from this is that yellow is the preferred colour. I’m going to change all my call to action buttons to yellow! Just kidding. ;-)

  5. Well, this is interesting, i never thought that colors would also make a huge difference in conversion. Well there has been always problem with the conversion at least in my case, i hope i am choosing good colors. Thank for the post, well it was my first time and I think i will keep on crashing in here :)

  6. Great research. I’ve been avoiding the red color in call to action because it seemed to me too aggressively, but now I see I was wrong. Thanks Jason for another great tips.

  7. Interesting but I’ve seen research that shows changing button colour from red to green results in equally impressive conversion gains.

    So that’s a direct contradiction to what the Performable test found.

    It shows how pointless making decisions on colour alone really are. You need to test things in context and as we all keep saying:” Do you’re own tests.”

    This infographic is interesting, but it could be dangerous in the wrong hands.

  8. Interesting article, I do like the Infographic. I have also seen contradictory data, with one top site showing that calls to action should always be in green.

    I wonder to what extent it depends on your niche or market? As has been suggested I would test what works best for me, but all good food for thought regardless.

  9. Very cool! Can’t wait to try some of these color changes on our newsletter CTAs.

    Thanks for the info!

  10. This is a really great infographic. It is interesting that red helped Performable increase their click through rate on call to action buttons. I have found that using brand colours also helps so long as your companies logo is inviting and friendly. I use purple for my call to action buttons as it signifies wealth and wisdom. Red, for me, is seen as danger.

    @DavidWedge I have also seen conflicting data. Still, a great infographic! :)

    J

  11. Quite true, everything matter and counts. Color scheme is very important and keeping consistency in everything is absolutely critical.

  12. I find the gray being most disliked by women to be interesting. I have some clients in the dessert blog field, an area dominated by woman. The current design trend is to use lots of grays and blacks.

  13. Agree.. colors really matters. In fact in most cases, people rather not to buy something – let say a pair of shoes or a couple of shirts if the color didn’t suits their taste.

    In my own opinion, this theory also applies in website user experience, most people enjoy their stay in a website with enticing color, and ofcors good content – rather than a website with a blunt or dull color.

    Anyway, can i embed it to my website as well? Thanks

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