Different colours hold enormous sway over attitudes and emotions. As soon as your eyes take in colour, they communicate with a region of the brain called the hypothalamus, this in turn sends a cascade of signals to the pituitary gland, next to the endocrine system and then to the thyroid glands. The thyroid glands release the hormones which cause a change in mood and emotion, this results in different behaviours. Certain colours can trigger certain emotions however the viewers personal experiences and preferences also play a big part in influencing people.
How Brands Use Colour
Colour conveys emotion faster than words. Brands use colour to influence purchase decisions and change perceptions. McDonalds chose to use high-energy colours such as red and yellow to appeal to children, stimulate appetites and create a sense of urgency. BP use green to help promote how environmentally-friendly their business tries to be. Becoming synonymous with a specific colour represents a huge opportunity in terms of brand recall and identity. What does your colour scheme say about your brand?
Use of Colours on a Website and Call to Action
Using a suitable and effective colour scheme for your website is vital to the success of a site. Not using much colour won’t allow for your site to be memorable and too much could have a negative effect, with your site looking quite garish possibly. A website should have a dominant brand colour, one or two accent colours and a background colour to complete the design.
There is probably no one colour that be said to the best for conversion rates. There is a psychological principle known as the “Isolation Effect” that states an item that stands out or is most prominent is most likely to be remembered. You can see this technique often being used on websites with a call to action button standing out clearly then the rest of the website.
Get in touch with us here at Regency today to help you use colours effectively in your branding and website