What kind of colors can improve sales?
Dr. Max Luscher, the father of color psychology, developed a color test, which has proved to be immensely successful for the last twenty some odd years. His test finds out a behavioral patterns as far as responding to colors are concerned. In the field of packaging products and corporate images, he has found out a certain color range, which seems to be more effective. According to him, the range of colors subconsciously dictates the consumers preferences and final choices.
Graphic design fundamental objectives of using certain colors:
- To lure potential buyers.
- Attract customers to the establishment
- Make the customer feel comfortable about the surroundings
- Make the customer see all the advantages of purchasing the particular product.
Any business that wants to be successful must make the customer feel completely satisfied so they always think of coming back to shop. Along with the quality of the product, price and the degree of comfort a customer derives from the transaction is a very important factor for business to flourish.
The business must be place where the customer can come and see the products, thus the visual impact of the place becomes very important. The visual impact must be such that the customer feels drawn to the place and feels a part of it at the same time. First impression is crucial and graphic designers play a huge role in determining this impression as it linked to the emotions rather than pure rationality.
The color manual takes into consideration many more colors:
- The image the color represents
- How the person feels about himself/herself wearing it
- The sphere in which the color is to be used
- The disposition of the person using it
- The emotional effect it brings
- How to coordinate other colors with it
- What kind of color suits which kind of product
Some would argue that black and white has a greater impact but it is undeniable that color has a certain hypnotic effect on people and this the black and white layout, text and graphics cannot do.
How color affects individuals:
This is obviously a speculative phenomenon but it will be interesting to note that color preferences can always change as we age
The selection of color for your website is absolutely critical. You can take professional help but you must make sure that the web page designer is not just a programmer but also a graphic designer and a marketer.
But how do you understand what colors are best for your website? This is a tricky question to answer. You might take professional help to sort this out, but the following table will help you tackle this question a bit better. The same color depending on its intensity and value induces different reactions.
Red. It can, stimulating, energizing, exciting, and appetizing. Red induces an adrenaline rush and increase of blood pressure. Fire engine red has more impact than burgundy.
Pink. It can be happy, romantic, spirited, and youthful. Vibrant pink is used most in the cosmetic industry. It is advisable to use pink for trendy products, which are not very expensive. The difference between immaturity and certain sophistication is the line between bubble gum pink and fuchsia/magenta.
Orange is adventurous, inviting and energizing. Orange is the hottest color and has similar arousal effects like red. Neon orange is considered to be loaded but a tempered vivid orange is perfect for instant recognition and purchase. Orange combines the drama of red and cheeriness of yellow.
Yellow is a warm, sunny, vibrant color, which brings in a sense of cheer. Yellow speaks of imagination. It is extensively used in food industries because of its familiarity. The eye notices the highly reflective yellow before it perceives any other color thus pale yellow is an excellent choice for instant product purchase.
Brown is a sensible, rich and durable color. Brown has got an earth tone, which brings in a sense of organic stability. Brown if used I the wrong shade brings in an appearance of dirt hence it is avoided in fashion industries, whereas it is used frequently in the food business because of its connection with chocolates, coffee and root beer.
Blue is a cool serene and consistent color. Blue like brown has an organic feel about it, which brings in the sense consistency as blue is always around us. For this many banking institutions use blue while many corporate houses make use of the cold dispassionate aspect of the color, which works in opposition to the warmth of the individual customer.
Green is a soothing refreshing color. It works well in beauty and hygiene products for its toning and soothing effect. Mint green is seen as fresh while bright green is usually associated with foliage and grass. Emerald green represents elegance while a deeper shade of green is associated with wealth and stature. Green can also act as a nice neutral.
Purple is a sensuous, elegant color. It brings in a sense of enigma and is regal in character. It is best for creative, new or cutting edge products. Lavender has a certain nostalgic appeal while deep purple is the color of sophistication.
Neutrals classics are quality colors, which are timeless in their appeal. The tones of beige, gray are markers of that timelessness.
White is simple and pristine. White is representative of clean elegance. It might become a stark if not complemented with other colors which go along with it.
Black is a powerful and classic color. Black is seen as expensive, dramatic and elegant. Though it is used in mourning its positive attributes outweigh its negative aspects.
The color scheme of the web page is also of utmost importance. You must pay attention to the contrast. The background should be such that it facilitates readability and makes the message stand out in sharp relief. Light shades are not to be used as it might hamper readability.
A good graphic designer should not use too many colors in web design. Maximum 3 to 4 colors should be used for the website. Decide beforehand about the colors and stick to it.
They are opposite from each other on the colors wheel.
The 3 most common sets of color selections are:
- Red and green
- Blue and orange
- Yellow and purple
These colors work together well to increase the overall visual quality.
This approach includes identification of similar colors on the color wheel. Red has its analog colors in orange and yellow. In moderation these combinations look good otherwise it can become too bright.
In this approach one uses different hues and shades of the same color. This brings in a sleek and professional look.
Choosing color combinations from nature
Learn from the organic combinations found in plants landscapes etc and learn from them. One must also consider color blind customers, so make sure that the page is easily readable.