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How the Psychology of Color 
Can Increase Your Website 
Conversions 
Neil Patel, co-founder at KISSmetrics
Join the conversation on Twi!er 
@thuelmadsen #KISSwebinar
Neil Patel - KISSmetrics - @neilpatel 
! 
Neil Patel is a serial entrepreneur and the co-founder of 
KISSmetrics and Crazy Egg. He helps companies like Amazon, 
NBC, GM, HP, and Viacom grow their revenue. The Wall 
Street Journal calls him a top influencer on the web and 
Entrepreneur Magazine says he created one of the 100 most 
brilliant companies in the world. 
Your presenter
Doing Business on the Web for 11 Years
Join Neil on Twi!er 
@neilpatel #KISSwebinar
Today we will cover 
1 How Colors Affect Us 
2 Using the Psychology of Colors to Your 
Advantage 
3 Color Tips
WATCH WEBINAR RECORDING NOW
How Colors Affect Us 
1
Humans Can See About 10 Million Different Colors 
Source: http://www.simoneye.com/blog/how-many-colors-do-we-actually-see
Colors Can Create Emotional Reactions 
One study examined which 
colors were the most and 
Source: http://psycnet.apa.org/journals/xge/123/4/394/ 
least pleasant
Pleasant Hue 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Blue:
Most Pleasant & Most Arousing 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Blue-Green:
Pleasant Hue & Most Arousing 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Green:
Pleasant Hue 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Red-Purple:
Pleasant Hue 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Purple:
Pleasant Hue & Least Arousing 
Source: 
http://psycnet.apa.org/journals/xge/123/4/394/ 
Purple - Blue:
Least Pleasant 
Yellow:
Least Pleasant & Most Arousing 
Green-Yellow:
Least Arousing 
Yellow-Red:
Most Pleasant & Least Pleasant 
Most Pleasant: 
Least Pleasant:
Most Arousing & Least Arousing 
Most Pleasant: 
Least Arousing:
Red & Yellow 
Red & yellow shown to elicit more brain activity 
than green or blue 
Source: http://emotion-research.net/Members/AlexGenov/Genov,%20Schall,%20Laird,%201999.pdf
Colors Affect Buying Decisions 
• Consumers buy products in colors that they find most appealing at 
the time of purchase 
• 90% of snap judgments made about products can be based on color 
alone (depending on the product). 
• Colors impact how consumers view the personality of a brand 
Sources: http://faculty.haas.berkeley.edu/c_lee/manuscript.pdf 
http://www.emeraldinsight.com/journals.htm?articleid=1558119&show=abstract 
http://link.springer.com/article/10.1007%2Fs11747-010-0245-y
Start Your Free KISSmetrics Trial 
LOG IN WITH GOOGLE
Using the Psychology of 
Colors to Your Advantage 
2
Logo Color Helps in Establishing Differentiation
Colors Help a Product and Brand Stand Out 
Think Apple’s aluminum color and white cables.
Influences Consumer Perception 
Use colors to establish your differentiation from 
competitors
Ignore Stereotypical Color Associations 
Color preferences are determined by experience. 
Source: http://news.discovery.com/human/evolution/colors-preferences-evolution-style.htm
Stereotypical Color Association 
Purple means “imaginative and wise”
Stereotypical Color Association 
Red means “excitement, youthful, and bold”
Stereotypical Color Association 
Blue means “trust”
Stereotypical Color Association 
Green means “peaceful, growth, and health”
Ignore 
Stereotypical Color 
Associations!
Color Guidelines for Web Conversions 
Contrast is key when forming CTAs
Facebook’s Sign Up Bu!on
Charity Water Donate Now Bu!on
Lings Cars
Color Tips 
2
Red 
In competitive situations, a red background made 
people pay more. 
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
Blue 
In negotiations, a red background decreased a 
consumer’s willingness to pay as compared to 
blue. 
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
Blue 
In fixed price se!ings, consumers are more 
influenced by blue. 
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
Blue 
Researcher says: 
“Because these consumers were also only 
competing with the seller, purchase likelihoods 
were lower with red backgrounds compared to 
blue, indicating that their willingness to pay may 
have been lower.” 
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
Red & Blue 
Red induces aggression relative to blue. 
Source: http://www.vt.edu/spotlight/innovation/2013-04-22-consumers/color.html
What This Means For You 
In competitive situations, test using a red 
background.
What This Means For You 
For fixed-price scenarios, test using a blue 
background.
Color Psychology for Men and Women 
Men and women vary in their color preferences
Men’s Favorite Colors 
Source: 
http://www.joehallock.com/edu/COM498/preferences.html
Women’s Favorite Colors 
Source: 
http://www.joehallock.com/edu/COM498/preferences.html
Women’s Favorite Colors 
Source: 
http://www.joehallock.com/edu/COM498/preferences.html
Women’s Favorite Colors 
Source: 
http://www.joehallock.com/edu/COM498/preferences.html
Gender Color Preferences 
Source: 
http://www.ncbi.nlm.nih.gov/pubmed/2235253
THANK YOU 
Neil Patel 
Co-Founder 
KISSmetrics 
@neilpatel
Questions? 
Neil Patel 
Co-Founder 
KISSmetrics 
! 
@neilpatel 
Thue Madsen 
Marketing Associate 
KISSmetrics 
! 
@thuelmadsen

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