What effect does color have on users?

Color has a special meaning in marketing, especially in online marketing. How does color affect the user's perception of value? How to improve the user's trust in the product or service? Today this article specifically from the user psychology to read the color of the design of the Web page, attached a large number of cases proved, reasonable, Ye Liangchen also have to serve.

Even though color has extensive research and many published articles, few studies are focused on a user experience with a certain background. Understanding how colors affect the user's perception of the value or trust of a product or service can be more effective in persuading our customers.

"Color has an impact on human behavior and human psychology," he said. Despite the differences, there are still values that transcend national boundaries. "--thomas Madden

Take Google, for example. Google conducted a test to use 40 different shades of blue as a user search result, to see what kind of blue can make users click More. Failure to see exact results and analyses is uncertain about value, trust, or other effects. But it also suggests that the leading companies in the field are testing the effects of colors on their users.

　　How does color affect the user's perception of value?

In the UK, pink goods tend to be considered cheap goods, and neutral colors are considered high prices. Color can affect the user's perception of the value of the product. We believe that "value" is the "value" perceived in the exchange of money. So, if we buy a 150-pound shirt on the internet, we might find that a 150-pound shirt is more valuable than a 25-pound shirt because it can be more durable and better quality. Or, we can assume that a 25-pound shirt has better value because it's cheaper when we don't want to wear it. Value is the embodiment of the benefits of these products.

Color can affect this view. such as cheap products. The bright main color product often gives the person the cheap feeling. What do you think is the reason for Burger King, KFC and McDonald's to use similar colors?

According to Karenhaller.co.uk, "red triggers excitement, appetite, starvation, and it attracts attention." Yellow leads to happiness and friendliness. However, do these colours also mean certain values? "

I remember where I read that Orange was treated as a very aggressive color, but easyjet's official website uses orange as its brand color, giving us a sense of cheap consumption here that makes you feel like you can afford it at random. This color gives me a positive feeling.

Similarly, Wilkinson stores and home Barains are selling things that are cheap, and their main colors are fun red.

In this way, color can affect our perception of value, and when used correctly, it can promote product sales. There are even professional advisers such as color scientists who decide on a product's color scheme, and top free color advisers can earn up to five digits a day.

On the other hand, dark colors give the brand a different sense of value. They give a recognition of the "elegance, sophistication, and authority" of a given product. High-end brands such as Cartier, Prada and Versace are all dark. Why? Because "Black can also be seen as a luxury color".

Lamborghini's website shows us a real luxury website, it uses a dark color to drop. When black is used correctly, it can convey charm, maturity, luxury--karen Haller, a color and design consulting firm. All in all, this particular color gives a direct perception without even the visual appearance of the product itself.

　　The color of trust

We know how the impact of trust lies in the conversion rate, which has been thoroughly studied and the conclusions are documented. But there is no clear conclusion as to the relationship between color and its impact, and the user's trust perception.

Does color affect trust? Color will convince us, let us have more confidence in the use of the site?

Does it have a direct impact on the trust conversion rate, resulting in a significant increase in product sales?

Padadopoulou A stereotyped study of the relationship between color and trust, which interviewed users who used to use e-commerce sites. In 21 interviews, the color was specifically mentioned 79 times. The results show that the color does have a direct relationship with the user's trust perception of the site. They then work out that the color affects the user's trust perception through:

Preference

Ability

Integrity

Predictability

Ultimately, "A color ecommerce site will be more trusted than a dull, colorless ecommerce site." However, "the use of color should be cautious".

Overall, color and trust are closely linked through a variety of ways. For example, a website that offers a warm and friendly atmosphere is more believable. Also, through a good use of the sample color, a site will be the user's interest as the center, rather than to promote as the center, so that users have a clear understanding of the site. Navigation and content hierarchies are thought to be more useful, and they increase the user's trust in the entire site.

The British government's website follows this principle and has recently been well-received. This is a clean web site that uses blue tones to give people a sense of calm, trustworthiness, and reliability. Its intention is to give useful information. Another example, financial institutions, is that you cannot see the Barclays bank using bright, highly saturated colours such as red and yellow. This is to embody trust.

It is important to point out that color is a positive or negative way to affect the user's trust perception. Padadopoulou points out that bright, highly saturated colors are often used to advertise and attack. When used on the Electronic business site, will reduce the trust of online vendors. Maybe miniclip.com uses a lot of orange and blue, but when you need the user to trust you and put the money in, you don't use orange and blue on the dealer's website. (Taobao and Alipay lying on the gun?)

This is not just a whole set of colors, but also a separate A/b test: To identify whether the color of the button will affect the user to continue to purchase, or register. Use HubSpot to identify the best: a green button and a red button. Is the assumption that green is a more trustworthy and implies a "continuation" and a natural, better choice? is red, meaning "warning", which increases the conversion rate by 20%. This does not mean that we should blindly change all the buttons, or negate the research of Padadopoulo and Palet (2010), but this shows that color affects the user's trust and supplier but this is in context.

What's the best color? Natalie Nahai,web of the author of Influence, said online psychological cues specifically point out that the use of soft colors in E-commerce sites can effectively provide customers with soothing and relaxing environments for comfortable interactions. Furthermore, the user's trust in the site will be raised. However, according to HubSpot's AB test results, this requires context, and still needs to be tested.

　　Summarize

Color perception is a complex process. It's really complicated. We can confidently say that color does have a positive and negative impact on the perceived value and trust of the user.

Color can directly affect the value, choose the right color can give users a direct indication: the user will think it is a high-end, expensive products, or a low-end products. If you look at McDonald's bright red and yellow, for example, their impact on you is valuable. Similarly, colors can determine the usability of the site and the user's trust in the site.

Ultimately, color is not the only factor, and in a particular case, it's best to test the possibilities.