Colour is one of the most vital parts of marketing, whether it is in print or online. Clients automatically favour internet marketing with colours that are pleasing to the eye, and some colours work better than others.

Mallee Blue Media discovered that colours in marketing have a direct effect on conversion and trust. According to their research, 93% of purchasing decisions online are thought to be a direct outcome of visual understanding.

You should find that the colours you use on your website will impact what your audience does – the right colour scheme offers you authority and makes you credible, whereas the incorrect colours can impact the readability of your website and even the mood of your audience.

So how can you ensure that you utilise colours that convert your audience into leads? Read our tips for choosing the best colours for your marketing strategy.

Use familiar colours

We feel safe in familiar environments, and this extends to the online world too. Audiences will react better if your site uses familiar tones that match with exactly what you’re attempting to offer – so if you want to generate leads for home improvements, it’s not a good idea to use red. This will produce a sense of foreboding in your audience and they may not trust you to help them.

Use the 60/30/10 guideline

Choose 3 colours for your site palette. Then utilise them in a 60/30/10 ratio, just as the majority of design professionals do. You can call these your primary, secondary and call to action colours.

Primary colour

It’s in the name – this is the main colour of your site. It should set the tone that you want to convey to your audience. It’s a great idea to do some research to learn who exactly your target market is and what they find appealing. Details like age, marital status, gender and occupation can affect the colour that you select.

Secondary colour

Your secondary colour should be complementary to the main colour. It ought to be subtle and add interest to your site, which must motivate the reader to stay engaged. It’s good practice to use the secondary colour as the colour of your main headings, for instance.

Call to action colour

Your calls to action are some of the most crucial links or buttons on your website. You want to ensure they stand out to encourage your audience to click on them, so utilise a strong (but complementary) colour for them. Don’t utilise this colour anywhere else, otherwise it will lose its effect.

Try these suggestions and tell us how you get on. And if you’re interested in a free consulation to see how we could help optimise your website, click here to contact us.