Not highly scientific, right? That may not be the case for Facebook, but there are some amazing examples of how colors actually affect our purchasing decisions. After all, sight is the strongest developed sense in most human beings. It’s only natural that 90% of an assessment for trying out a product is made by color alone.
So how do colors really affect us, and what is the science of colors in marketing, really? As we strive to make improvements to our product at Buffer, studying this phenomenon is key. Let’s dig into some of the latest, most interesting research on it.
First: Can you recognize the online brands just based on color?
Before we dive into the research, here are some awesome experiments that show you how powerful color alone really is. Based on just the colors of the buttons, can you guess which company belongs to each of them?
Example 1 (easy):
Example 2 (easy):
Example 3 (medium):
Example 4 (hard):
These awesome examples from YouTube designer Marc Hemeon, I think, show the real power of color more than any study could.
How many were you able to guess? (All the answers are at the bottom of this post!)
Which colors trigger which feeling for us?
Being completely conscious about what color triggers us to think in which way isn’t always obvious. The Logo Company has come up with an amazing breakdown that shows which colors are best for which companies and why. Here are 4 great examples:
Clearly, every one of these companies is seeking to trigger a very specific emotion:
When we feel compelled to buy something, color can play a major role. Analytics company KISSmetrics created an amazing infographic on the science of how colors affect our purchases.
Green stands out to me as the most relaxing color we can use to make buying easier. We didn’t intentionally choose this as the main color for Buffer—although it seems to have worked very well so far.