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Color Counts

Why Color Plays a Big Role in Business

By Rachel Anderson

We’ve all got favorite colors, colors we like to wear, and colors that get our attention. Ever stopped to think about why certain colors are appealing? Beyond the allure of the pigment, colors trigger many emotions and messages, many of which are subliminal.  As a business, brand or website owner, it’s important to consider what messages the colors you use send and whether or not there are more effective colors to employ.

The following two graphics were created by analytics company KISSmetrics to help show what colors mean and in what situations they work best. Think about the kind of business you run. Are the colors you use doing you credit? If you are an up and coming luxury product you may consider using a fair amount of black. Maybe you have a shocking message or recent discovery to share. Consider using attention-grabbing yellow.



The best way to figure out what will work best for you or your business is to try something new. In my line of work, many tests like this are performed. A blue button verses a green button will be tested to determine which color receives more clicks. The background of a website is tested, white verses black, to see which retains visitors longer. Tests like this are relatively simple but can yield great results and many times are surprising!

A few points of advice:

  • Remember that tests can become inaccurate when testing more than one unknown at a time. Focus on testing one thing at a time to avoid this.

  • Starting out you may think the color you currently use will out perform the test color. Don’t let your hypothesis get in the way. Let the test run it’s full course and listen to the results. Data should always trump your personal opinion or preference.

Do some color research and take time to test and determine the best colors for your brand, website, and marketing materials.  The right color could be the missing link you’ve been searching for!

Rachel Anderson is a Pay Per Click Advertising Strategist at Off the job she enjoys photography, good food, being outside, and spending time with her husband. Share your thoughts with Rachel on Twitter @gladygirl, Google+ or Facebook- she’d love to hear from you!