You’ve chosen a great website builder or hired a talented designer and filled your site with impactful graphics and snappy, conversion-focused copy. You think you’re ready to make your landing page live… but wait! Do you know what your color palette is communicating to your audience?

Probably not! 

Color psychology is not the first thing that comes to mind when designing a high-converting landing page. But it should be… because colors communicate subconscious cues that will either boost or stall your sign-ups or sales.

Since it takes a user just 50 milliseconds to form an opinion on a website and 80% of that first impression is based on design alone, you need to make sure it counts. In this post, we’ll explore the impact of color psychology on your landing page design and uncover ways you can use it to better engage and convert.

The Power of Color

Color psychology is the study of how color affects human emotion and behavior. For example, you can thank color psychology for your aversion to blue foods and business’s reliance on red and yellow for attention-grabbing sales signs.

According to a recent Kissmetrics report, a huge 93% of consumers rank visual appearance above sound/smell and texture when considering a purchase. And, since sensual stimuli are reduced online, visual experience is even more important.

This is especially true when it comes to making a purchase. According to the same Kissmetrics report, 85% of us rank color as the primary reason for purchasing one product over another. Color preference can be a result of subconscious cues or our cultural environment. Which brings us to… 

One Size Doesn’t Fit All

There isn’t a one-size-fits-all solution for getting color ‘right’ on every landing page. The colors you choose should depend on your product, industry and target audience. 

For example, if you’re selling children’s toys online, you’re unlikely to go for dull shades, pastels and drab colors like black, grey, or brown. To create a sense of excitement and pull the intention of notoriously distractible kids, you’ll probably choose primary and secondary colors.