Ad Colors That Convert
Depending on what they’re advertising, marketers change colors in order to change emotions and, therefore, convert. That’s why Money Mailer shared an infographic created by Marketing Insider Group that shows which companies chose which colors and why.
Mike Tinz, VP of franchise sales at Money Mailer — a national coupon design and delivery service — provides his thoughts on Monday to Target Marketing about best practices for using color in advertisements:
- Emotion: There are strong associations between color and emotions. For instance, red shows excitement, while blue shows trust.
- Appeal to a Demographic: If you’re targeting men or women, your color choice can help reach your target consumer. More than half of men prefer blue, while women’s favorite is split between blue and purple.
- Color Combinations: Studies show that using complementary colors leads to higher conversions, because the contrasting colors create a hierarchy.
In April 2015, Target Marketing examined research from Emma that studied call-to-action buttons in-depth regarding color, copy, shape and size, placement and testing.
Here’s an example of that insight: “Orange encourages immediate action, so use it to get consumers to sign up, join or buy forthwith. Emma cautions that orange also conveys ‘cheap.’ ”
What do you think, marketers?
Please respond in the comments section below.