Have you ever had trouble choosing your call-to-action colors for your funnels?
If you’re like me, you definitely have. It can seem confusing on what color to go with to make sure your website or funnel performs to their max capabilities.
Let’s break this down into first, going over what each of the colors means.
Red is considered the most ‘stimulating’ color. It’s great for quickly drawing attention, and is said to promote appetite and hunger, which is why restaurants will use this color to their advantage. (Not to mention, Yelp as well!)
It’s important to also realize that the color red can in some cases also give off a feeling of “stop here” or “error”, as we are conditioned to seeing that color on apps as signs of errors and stop signs and red lights in real life
The color orange can be associated with high energy (similar to how fire is always depicted as orange). It emphasizes feelings of joy and adventure, and is generally a great call to action color, just like red.
The color yellow is a color that promotes feelings of positivity and happiness. I mean, who can be sad when surrounded by the color yellow, right! A great example of this is the company IKEA, who uses the color yellow to create the feeling of a “happy point in life”, where you’ve just moved into a new home and are ready to fill it out with your favorite furniture.
It’s also important to keep in mind that yellow can also give feelings of deceit and warning, as the hazard symbol we are all accustomed to seeing is the color yellow (as well as slowing down at a yellow light)
The color green has a strong connection to two things: nature and money. As we know, money and plants are two of the few things in life we experience that are the color green, and the same goes for your web and funnel designs. It’s important to keep this in mind for what you’re trying to achieve.
Also keep in mind, the color green can also promote feelings of envy, which can work in your favor or against your intention.
Blue is a great color for industries like finance, health, and enterprise business. It’s a color that promotes feelings of safety, security, and reliability. This is why you see the color blue in brands like HP, WordPress, American Express, and more.
Purple is kind of a weird one. It’s generally used to promote a feelings of novelty and something ‘new’ – it’s one of the most attention capturing colors, but also doesn’t hold any of the benefits that the other colors do, like happiness, nature, or security.
It’s also said to be a color that promotes feelings of nobility, power, and luxury.
If you think back to your own life, you know that color can have a great effect on your perception of something.
Take the example of the color of a room for example.
A room with full black walls can definitely get depressing at times, making you feel like you’re boxed into a room that’s meant to keep you in there.
On the other hand, a room with fully white walls can feel more open and spacious, and plays a significant effect on your day to day mood.
In a done on Olympic athletes, wrestlers were assigned blue or red uniforms randomly.
Through the study, they found that the wrestlers donning red uniforms greatly out-performed their competitors, which can show that red can make one feel more competitive compared to the color blue (atlteast in this example of wrestling)
It’s important to realize that the color you choose can have a great effect on how your customer perceives your brand, and to choose one accordingly.
This is all good and dandy, but is controlled by one underlying rule you MUST follow…
Your Call to Action Color Needs to POP!
Yup, you heard me.
Your call to action color needs to pop!
That means it needs to have extremely high contrast compared to the rest of the elements on the page, like the background, graphics, and color theme.
If your page has a white background with mostly green elements, use a color like red or orange for the call to action color.
If your page is mostly dark with purple and blue elements, choose a color like yellow or orange!
Whenever choosing your CTA color, always try to go with the complimentary color (aka the opposite color) of whatever is dominating the page.
For example, checkout this real estate we created below:
As you can see, the color red is used as a call to action color due to it being complimentary to everything on tha page, including the backgrounds and text boxes – in other words – it ‘pops!’
But keep in mind, you need to also consider what that color you choose means and how it can affect their perception of your brand
For example, if you had an army-feel page that’s black, green, and brown, choosing the color pink would be pretty silly right?
Although its a color that will contrast GREATLY with the rest of the page, it absolutely does not fit the branding of the website and will do much more harm than good.
In that case, I would choose a color like red or orange to get their energy up and gear them up to take action.
Now you know how to choose your CTA colors! Next steps:
So now you know what the different colors mean psychologically, and the crucial rule you must follow everytime to make sure your CTA colors pop, and are as accessible as possible.
In the end though, theory is theory.
You can use these principles to give you a great baseline, but as with everything in digital marketing, SPLIT TEST different call to action colors to get concrete data!
You won’t truly know what will perform best until you test it.
What you do know is what colors to start out with for initial tests, so you don’t need to test every color in the rainbow.
Thank you for reading