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Photo by frankspandl (Author), Pixabay Licence (Licence)
The first impression is still the most formative. When we land on a website, catch sight of a logo or a product, we first perceive the colors before we begin to read. Immediately, our emotions enter the game, subconscious processes run and we form an opinion, at least partially.
This all happens in a matter of seconds, and there is hardly a website visitor who is aware of it. But the creator behind the website or the company logo has the opportunity to shape the appearance quite consciously and thus influence his audience.
Together we will take a look at the effect of colors. In fact, certain colors have proven to be particularly profitable, but no blanket recommendations can be derived from this. It always depends on the respective product and the brand core.
Here are a few examples to illustrate:
Black
Why we start with this “boring” color? Quite simply: Because it is not boring at all! The effect of black is often greatly underestimated, and some companies simply use the darkest of all shades incorrectly.
This is the effect:
– High-quality and classy
– serious and minimalistic
– innovative and modern
With black, you emphasize the noble imprint of your brand, as many operators of online casinos do, for example. Anyone who looks on casinosreviews.net.nz for suitable providers with favorable online casino bonuses, sees it at first glance: Many platforms entice with elegant black. Of course, the conditions and other features also come into view, but the logo alone leaves a certain impression. It signals that this is a high-quality luxury item. Clicking on the logo takes the visitor to the selected provider.
Red
Red, on the other hand, goes in a completely different direction. This color is firmly associated with passion, power and, to some extent, joy. Dark red has an erotic effect, strong red is often used for Christmas products.
This is the effect:
– Energetic and charged
– Adventurous and courageous
– Inviting and seductive
Because of its strong signaling effect, red is widely used in advertising. Just think of Coca-Cola, Mc-Donald`s (in combination with yellow), Levi’s and Kellogg’s. Often, advertisers seem to resort to it to catch pure attention. Beware: where there is too much red, the shot can backfire. In this case, the customer feels visually overwhelmed and turns away. So, use the power color sparingly, straight to the point.
Blue
Blue also pops up in marketing all the time. It seems to be a real business color that exudes practicality and seriousness. Moreover, this hue hides a lot of self-confidence and a pleasant freshness.
This is the effect:
– Self-confidence and openness
– trustworthiness and seriousness
– Refreshing and friendly
We emotionally associate the color blue with the sky and the sea, a pleasant expanse and friendliness. Dark blue is very popular in the financial industry, while bold turquoise expresses the creativity of a start-up. Famous companies with blue logos are Ford, PayPal, Samsung, Roche and Disney. Does your company fit this line? Then think about a blue website design.
Yellow
Yellow is like the light of the sun, like a meadow full of buttercups. No color has a more invigorating and “sunny” effect. Yellow is warm, friendly and tickles our happy nerve. All in all, a positive color, if the user does not exaggerate with it.
This is the effect:
– Warm and sunny
– Happy and friendly
– Cheeky and free
Big companies like Hertz, Nikon, Ikea and Cat know why they went with the color yellow. It evokes summer vacations, light-filled rooms and has a pleasantly activating effect. Moreover, similar to red, yellow is hard to miss, the hue stands out everywhere. Combined with black font, it creates a wasp effect that attracts attention by itself. Maggi and Chupa Chups even combine both signal colors, yellow and red, and are successful with it.
Colors can tempt to buy
These were by no means all the colors, but the principle becomes clear at this point: Each company must find the color tones that best suit the image it is striving for. Most of the time, these are color combinations that appear abundantly not only in the logo, but also on the homepage. In this way, the company name and products link up with the viewer’s emotions and hopefully provide an unconscious incentive to buy.
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