Color is all around us. It evokes memories and emotions and affects our behavior in some situations.

When used correctly, color is a powerful tool that can influence human decisions making it one of the most potent tools in a marketer’s toolkit. In fact, color plays a crucial role in the customers perceive your brand.

With an infinite number of color combinations, it can be quite hard to decide what color will have the biggest impact on your conversion rate. And since it is almost impossible to test everything, you need to be very strategic about your choices.

In this article, we’ll look at how color affects conversion rate and give you tips on how to use color in your marketing campaigns to increase sales.

Understanding the Basic Color Theory

If you have been in any art class, you must be familiar with the color wheel. Primary colors (red/magenta, yellow, and blue) can be mixed to create secondary colors (purple, green, and orange).

White can be added to any color to create tints, while black can be added to any color to create shades.

The color wheel is mainly used to help designers and marketers understand how to use color effectively. For instance, colors that appear on the opposite side of the wheel are usually complementary. They contrast sharply and can be used to attract the viewer’s attention while building energy.

Color wheel

For example, if you want to create a feeling of warmth, you would use colors on the red side of the color wheel, like orange or yellow. If you want to create a feeling of coolness, you will use colors on the blue side of the color wheel, like purple or green.

Colors that appear next to each other on the color wheel are usually analogous, meaning they have lower contrast and can be used to create a sense of continuity and harmony in a design.

When using colors in your marketing copy, placing two colors with relatively low-value contrast next to each other makes your text difficult to read. This is especially true on mobile screens, in an outdoor environment, or in fairly bright spots that may cause screen glare.

The Psychological Effects of Color

Color psychology is the study of how colors affect human behavior. And although there is no concrete evidence that certain colors directly impact conversion rate, there are some general trends that we can observe.

For example, red is often associated with danger, urgency, and excitement, while blue is associated with trust, loyalty, and wisdom. When it comes to conversion rate, red has been shown to increase click-through rates by up to 34%.

On the other hand, blue is a color that exudes trustworthiness, making it an ideal choice for CTA buttons.

conversion rate optimization

Yellow is another color that has been shown to increase CTRs by up to 19%. It is also associated with happiness and positivity. The color is said to make babies cry and invokes anxiety, danger, and nausea, but it is also the first color children tend to respond to.

Green is often associated with money, making it a popular choice for financial institutions. It symbolizes growth, making it an ideal choice for eco-friendly and sustainable brands.

Purple is often associated with royalty, luxury, and wealth. It is also the favorite color of women, while orange is associated with energy, enthusiasm, and vibrancy.

Using Color to Influence Customer Buying Decisions

Your business logo and colors are critical in branding your business, while your content defines your business. However, you need to remember that you only have 90 seconds to impress a prospective customer on your landing page.

Therefore, using inviting colors can influence them to choose your product/service over your competitors leading to a higher conversion rate.

The best background color for your landing page will mostly depend on your target audience and product/service.

For example, if you are targeting women, you should consider using purple as it is the favorite color of most women. If you are mainly targeting men, consider using blue since it is the favorite color of most men.

buyer psychology

You can also use colors to create a sense of urgency, leading to a higher conversion rate. For example, using red or yellow can create a sense of urgency, while green can create a sense of calmness and relaxation.

Typically, the right colors and good branding will improve your conversion rate optimization. A good website will always have a three-color combination comprising of colors spaced across the color wheel and matching secondary colors.

Neutral colors such as white, black, and grey may enhance your background while making your other colors friendly. They also help your font stand out more.

Simple Tips on How to Use Color in Your Marketing Campaigns

Now that you understand the basics of color theory and how colors can affect human behavior, let’s look at some practical tips on using color in your marketing campaigns.

1. Use colors that match your brand identity

The first step is ensuring that the colors you use in your marketing campaign match your brand identity. Your goal is to create a consistent look and feel across all channels.

2. Use colors that contrast

When it comes to choosing colors for your CTA buttons, make sure to use colors that contrast with the rest of your design. This will help to make your CTAs stand out and increase their visibility.

3. Use color to create a mood

Think about the kind of mood you want to create with your campaign and choose colors accordingly. If you want to create a feeling of urgency, use red. If you want to create a sense of trustworthiness, use blue.

4. Don’t overdo it

It’s important to remember that less is more when it comes to using color in your marketing campaigns. Using too many colors can be overwhelming and make your campaign look cluttered. Stick to a maximum of 3-4 colors for best results.


So, what’s the takeaway? In a nutshell, use color to influence customer buying decisions by understanding how basic color theory works and the psychological effects of colors.

Be thoughtful about how much you use color in your marketing campaigns – too much or the wrong colors can adversely affect you. Test different colors and combinations to see which work best for your brand and target audience.

And finally, subscribe to our Caller Meetup newsletter for more tips from our industry experts on using color (and other tactics) to increase sales.