5 Ways to Use Colors for an Impactful Landing Page
Have you ever thought about how companies and brands choose their colors? For instance, why do Burger King and McDonald’s have red in their logo? It’s simple—colors play a crucial role in marketing. It can influence people’s emotions and decision-making abilities, which can benefit (or disadvantage) your brand or website. And colors are not only useful in logos and brand identity but also in creating an impactful landing page for your website. Read on to find out how you can use colors for your landing page.
How does color affect your landing page?
Contrary to what many people think, color is an important factor in your website’s conversion rate. It is said that there are many factors that influence a consumer’s buying decisions, but the strongest and most persuasive among these is color. This means that it’s important to put color and visual appearance above all other factors when marketing new products or services.
Furthermore, about 52% of consumers did not return to a website because they found it to have poor aesthetics, while 42% of people base their thoughts about a website on its overall design.
Colors and their meanings
It’s important to understand that the meanings of colors vary between and among cultures. For example, while many countries use white to symbolize purity and peace, China uses the color to symbolize mourning and death. And while red is banned in funerals and wakes in certain Asian countries, red means prosperity in China.
Your target market and their colors
Since you are using colors for marketing, it’s important to identify your target market so that you can effectively choose the right hue or shade that attracts them, invokes a certain emotion or response from them, and converts them into customers.
Here are the different colors, their meanings, and the feelings they invoke in customers.
Orange expresses energy and draws attention and is often associated with happiness and vitality. You can effectively use this color for making a call-to-action.
Red represents emotions and passion but also danger and anger. It induces excitement and can cause an increase in one’s heart rate. This color is also believed to boost appetite. Remember McDonald’s and Burger King’s logo? Now, you know!
Yellow is the color of hope, laughter, and sunshine. However, because it is a bright color, you should use it in moderation to prevent irritating your visitors’ eyes.
Calming, relaxing, nature, rebirth, growth, and wealth are associated with green. In fact, it is commonly found in the logos of various financial organizations because it also symbolizes financial health and growth.
If you want to exude wealth, royalty, romance, luxury, and creativity, purple is the color to use. Depending on the shade you are using, purple can be either intriguing or soothing.
Do you know why many company logos have blue in them? It’s because this color is very calming, and it symbolizes security and trust.
It’s also quite important to determine the gender of your target market because some colors are more widely attractive to a particular gender.
How to use colors in designing your landing page
Armed with the knowledge of the meanings of colors, read on to find out how to use them to create an impactful landing page for your website.
1. Get acquainted with the color theory
Actually, the first step is to learn the color psychology basics, which is something that we’ve already done above.
Now, the color theory in simple words is the science of how colors work. The most basic idea in the color theory is the presence of primary, secondary, and tertiary colors. It also touches on the warm and cool colors as well as the presence of tint, shade, and tone.
2. Consider mixing colors
Though colors have specific meanings, and they can induce a certain reaction from your customers, it’s also a good strategy to combine them in creating your landing page. But you cannot just combine colors just because you like them. You need to go back to the color theory and understand how the combination of colors works.
There are five main color combinations as stated below.
- Complementary colors. When you look at the color wheel, these colors are those that sit across from one another. It is composed of one warm color (red) and one cool color (green).
- Split complementary colors. To achieve this combination, you need to get a base color, plus two colors that sit next to the complement of your chosen base color. For example, you choose red as your base and yellow-green and blue-green for the other two colors.
- Triads and tetradic. Triads are the colors that have equal spacing in the color wheel such as yellow, red, and blue. Tetradic are four colors—each pair is composed of complementary colors.
- Analogous colors. These are the colors that sit next to each other on the wheel. Say, yellow and yellow-green. You may notice that they look similar to each other.
- Monochromatic. If you want to achieve monochromatic colors, you can simply add shade, tint, or tone to your choice. Simply put, these are variations of the same color.
3. Keep your landing page design simple
You know how a very busy design can easily confuse the eyes, right? Keep that from happening by sticking to a simple design.
A simple design is easy to put together, making it easier for the colors to work harmoniously with each other. Plus, it makes it simpler for your audience to process the meaning of your landing page. They may even find it appealing, which can lead to a higher conversion rate.
4. Create contrast with your colors
Contrast is an essential tool for creating impact and for highlighting a certain part of your landing page. So, you can choose complementary colors for contrast—blue for the text and orange for the call-to-action button.
5. Integrate your business’s branding
We don’t want to set your brand’s colors aside because these represent your organization.
Colors are indeed useful not just for creating an impactful landing page but also for improving conversion rates. If you haven’t done so yet, plan your color choices and bring in higher revenue for your business.
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