UX: The influence of color on conversion rates

On the web, the choice of colors is rarely trivial and can, by itself, greatly influence the conversion rate or even the traffic of a page.

In both web design and marketing, the choice of colors is an essential element in representing a brand’s image and values.

Colors can be used to attract customers’ attention or improve the user experience.

Some of them even have a direct impact on the purchase process or its abandonment….

There are different categories of consumers attracted to different colors.

  • Impulse buyers are more attracted to royal blue, black and red-orange. For this reason, these particular color schemes are often used in clearance stores, fast-food outlets, and shopping malls.
  • Budget-conscious shoppers are attracted to navy and duck blue. These are colors commonly used by banks and department stores.
  • The traditional shopper is more interested in colors like pink, fuchsia and sky blue. These are hues commonly found in clothing stores.

Gender and colors

It is known that color preferences vary between genders.

Women have shown more interest in soft colors and are receptive to hues. They generally like blues, purples and greens, as opposed to colors like grays, browns and oranges.

On the contrary, men are more interested in bright colors and are more receptive to shades of color.
They generally prefer blue, green and black, but dislike brown, orange and purple.

The power of colors on emotions

Every color is capable of triggering a reaction.

By using certain colors, you can evoke the emotions consumers want and persuade them to buy.

Some colors provide more positive results than others when used to market products.

Likewise, using the wrong colors can have a negative impact on the buyer’s decision-making process. This is because the emotions associated with certain colors may be at odds with the brand’s idealized hue.


A traditional color that increases heart rate and creates a sense of urgency, which is why it is often used for clearance sales.
It is also found in food, technology, transportation and agriculture. It is not recommended for energy, finance, aviation or apparel companies.


Visible to all (even the color blind), it is one of the most popular colors and is most commonly used by brands and websites in the market because it has positive virtues. Banks and companies use this shade because it conveys security, calmness and confidence. In addition, it promotes productivity. Blue is perfect for the medical, energy, financial, and technology industries, but it is not recommended for the restaurant, automotive, or apparel industries.


This color is used to represent growth, nature and harmony. In addition, green has a calming quality on people and helps them relax. It is most popular in the energy, finance, food, household and technology sectors. However, it does not work well when used for clothing, aircraft or car brands.


A color used to create a call to action, such as persuading others to buy, sell or subscribe. It conveys ambition, enthusiasm and confidence. It is popularly used in the healthcare and technology sectors, but does not work well for ready-to-wear, aviation, automotive, energy or finance. This color has produced unpredictable results when used in the food, agriculture and audiovisual industries.


Although not technically a color, this shade is the most elegant and widely used in the luxury industry.
It represents authority, power or aesthetics.
Black is used extensively in marketing luxury goods, technology, clothing and automotive brands.
Black is not recommended for food, energy, finance and health.

White / Silver

This color is synonymous with perfection. For this reason, white and silver tones are often used in advertisements that promote cleanliness or elegance. They can be found in the associative, ready-to-wear and medical sectors. On the contrary, these colors are not recommended for the food and financial sectors.


Purple is synonymous with wealth, power and royalty and is often used to market beauty products. It is used by medical, technology and financial companies. This color is not attractive for the energy or agricultural sectors.


This color is perfect for companies that want to evoke joy, intellect or energy. It is most commonly associated with food, but can also be used by brands that want to create happier feelings in consumers. For this reason, it is usually used by home appliance, energy and food brands.

Colors and conversion rate

To improve their branding strategy, every company needs to understand the impact colors have on emotions and what they represent.

One of the key factors in improving a website’s conversion rate is knowing about colors and how they are used on websites.

93% of shoppers believe that visual aspects are the main factor influencing their purchase decision, and 52% of users will not return to a website if they are not satisfied with the aesthetics and layout of the page.

The majority of online shoppers will decide against buying from a website if it is poorly designed.

When it comes to conversion rates, colors matter.

For best results, colors for call-to-action buttons should be red, orange, or green, but only if those colors stand out from other content on the site.

When used correctly, this can lead to a 13.5% increase in conversion rates for mobile users and a 9% increase in overall conversion rates.

It can also lead to a 6.5% increase in add-to-cart rates when visiting a merchant site.

In several studies that looked at what color generated the most clicks on the “Sign Up Here” button, it was found that a red button with white text produced the best results.
This test showed a 5% increase in conversion.

However, UnBounce later showed that large orange buttons can also produce similar results when used correctly.

So companies that want to attract the attention of new visitors and ensure an increase in conversion on their website need to work hard to understand the complex relationship between colors and emotions.