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The Science Behind Colors in Marketing

May 7th, 2013

Something as simple as tweaking the color of a button changes user behavior or endears people to your product. Buffer’s Leo Widrich explains the important of color in website and brand design. This article was taken from Fast Company, May 6 2013. “Why is Facebook Blue? The Science Behind Colors in Marketing”

Why is Facebook blue? According to The New Yorker, the reason is simple. It’s because Mark Zuckerberg is red-green color blind; blue is the color Mark can see the best.

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 one 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…

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 which colors are best for which companies and why. Here are 4 great examples:

Black:

Green:
Blue:

 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.The role of 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.At second look, I also realized how frequently black is used for luxury products. Here is the full infographic:

For the full article, click here