Choose your colors well and improve conversion – WAU

Whether in a showcase, website or presentation. More than good products, solutions or content, care must be taken with the design. This definition depends on a number of factors and one element is always common: colors. They can convey feelings and ideas that can strengthen or weaken any project, complementing the feelings evoked by […]

Whether in a showcase, website or presentation. More than good products, solutions or content, it is I need to be careful with the design.

This definition depends on a number of factors and one element is always common: colors. They can convey feelings and ideas that can strengthen or weaken any project, complementing the feelings evoked by words and forms.

And how can I improve conversion counting on the help of colors? Here are some tips to make your job more accurate with your goals.

Color Psychology

When the eyes perceive a color, they communicate with the nervous system and activate in the endocrine system the release of hormones in the thyroid that alter mood, emotions and behaviors.

And this reaction is essential for reading, understanding and identifying an interest. An University of Winipeg research pointed out that 62 to 90% of the customer’s relationship with a product is based only on colors.

Color psychology is directly linked to memories and sensations.

This choice must also be made in line with a series of questions: who is the target audience? What is your industry? Who are you and what characteristics of your branding should be communicated?

And to support the definition of the best expected experiences, see some possible emotional responses and assess which one best fits your goal:

    • Yellow: optimism, joy, caution. Widely used to retain attention in shop windows and signage.
    • Red: urgency, heat, danger, agitation, passion. Frequent in sales and in the food industry for stimulating appetite and compulsion.
    • Blue: confidence, security, productivity, calm. It is used in banks, the IT sector and companies in general.
    • Green: health, comfort, growth, consistency, harmony, cleanliness. Direct relationship with sustainability, environmental responsibility, nature and widely used in hygiene products and brands that want to convey freshness. It is also widely used, along with the color blue, in hospitals and other segments related to medicine.
    • Orange: friendship, energy, positivity, animation, imagination. Constant on buttons call to action and in brands that want to convey a youthful and receptive spirit.
    • Purple / Violet: creativity, wisdom, contemporary, noble, powerful. Used to attract teenagers and very present in the beauty and wellness market.
    • rose: romance, feminine, youth. Very strong in the market focused on women, girls and babies, and businesses that want to stand out for innovation and differentiation.
    • black: sophistication, seriousness, elegance. Perfect for application in fonts because it is good to read, very common in the luxury market branding.
  • White: cleanliness, purity, honesty, simplicity. It causes a feeling of peace and is very present in minimalist materials.

Good use of white

The current world, especially online, is very colorful.

And texts on a white background can often be considered by some people as simpler and less professional than the composition between different colors, ending up not being considered much in the planning your presentations.

But you can use that color to your advantage: think about freedom, space and breathability.

In addition, it is a good basis for highlighting other colors in a conceptual material and does not disperse the reader’s attention from the essential points.

White balance is also important for legibility and contrast in cases of doubt.

And, as there is no right or wrong color, it is always important to test with different schemes to understand how the relationship between your audience and product works best.

Mainly explore the assessment between the use of light and dark backgrounds.

Good practices in CTAs

What is the best color for conversion on my website? How to choose my button calling for action? There are no rules, everything depends a lot on the context.

But the idea is to create a highlight for your call to action, inducing the visitor to click on the area, and this can be done in several ways.

Paypal, a reference payment system worldwide, has all the buttons and highlights on its website in blue.

This reinforces the need to exploit the trust and seriousness of the website, since its job is to manage users’ money. The same happens with Banco do Brasil.

pay pal

pay pal

One of the colors with the most intuitive use is green, showing an environmentally responsible feeling.

But its use can go further: green is one of the most chosen colors to create prominence within a website or landing page.

When it is not part of the identity colors, it can be a good choice for a differentiated element, as we can see on the website of Dell and Magazine Luiza, both with blue identities.

And he is one of the champions of A / B tests against red: green usually passes the idea of ​​positive, conscious and red of urgency, impulse.


luiza magazine

The orange encourages immediate action, being very common in ecommerces, combining the urgency of red with the joy of yellow.

Amazon, for example, uses this artifice in addition to its brand, including color in different shades in its marketing material, such as CTA and banners.


Choose your palette

Now you can select your main color and your buttons more easily, but how do you know if they match each other?

A tip is to seek the harmony of complementary colors, analogous, monochromatic, triadic and even customized.

And it can be searched on the Chromatic Circle or on easily accessible apps and websites.

Adobe Color is an interesting option in which you choose a color and it suggests interesting combinations.

And its mobile version can scan the environment and select which colors are most interesting within its field of view.

This makes it easy to organize elements on slides, products in storefronts and hierarchize information on your website or landing page. The app and access to the website are free.

To improve the conversion of a presentation it is important to think of all the possible elements to tell a story consistent story and ready to attract new customers and partners or delight its internal audience.

Use these tips and make your powerpoint or landing page a welcome success, always thinking that colors are essential choices for a good result. And don’t be afraid to test!

This post was written by Smartalk.