When you think about spaces and places that make you feel a certain emotion, no doubt color is a central element to the experience. Whether happiness, calmness or excitement, there’s a mood that you sense when you see different colors. The feeling can even manifest itself in the form of action and motivation if the sensation is strong enough. The psychology of color can also affect consumer sentiment and activity when used in advertising, so it’s smart to understand the basics if you want to boost lead conversions and sales. It’s all about trying out different looks, testing and monitoring the response of your prospects.

The psychology of color impacts consumer sentiment. Like most consumers, your target audience makes snap judgments within just seconds of viewing your content. Obviously, they’re not able to read the text or view video in this amount of time, so you can be sure that their first impression has a lot to do with the colors they see and the emotions that are elicited. Studies have shown that visitors are more engaged with the colors they see closely correlated to the product or service being sold – even though the phenomenon is psychological in nature.

You can use color in your content to help with lead conversions. The trick for marketers is to know how to harness the theory of color on consumer activity and use it to convert leads. First, you must know where to use it. From graphics and headlines to borders and buttons, there are certain places color will make a bigger impact. Second, it’s important to know how to use color. It must be implemented appropriately and with the proper audience. There’s no straightforward way to figure out these two concepts, which is where testing enters the picture.

Try A:B testing to monitor lead conversions.

• What is A:B testing? Put simply, A:B testing is a way to gauge your page by weighing the current design against changes that you make. You’re essentially determining which adjustments, including those to color, produce positive responses and which don’t fare so well.
• How do I set up an A:B test? Basically, you need to develop two versions of a webpage, the A and the B. A is the current design, while B is the page that you’ll tweak by varying color. Allow some time for interaction from visitors and review your metrics to see the impact each version has upon a specific goal you set for your company, such as lead conversions. Make sure to track lead conversions from all applications, including your email campaigns, blog content, social media platforms and mobile applications.

Considering the impact color can make with your online marketing strategy, especially lead conversions, it’s smart to use it wisely and understand the impact it has on consumer psychology. This means you always need to test and monitor to see what works, then tweak your color palette where necessary. Carry color over to all your applications to elicit the same sentiment across your brand.