They ran a usability study where they gave users the following task: The information was on the most prominent slide. The users could not see it — totally hit by banner blindness.
The most notable points in his images are the supremacy of blue across both genders and the disparity between groups on purple.
Consider, for instance, this coverage by Smithsonian magazinedetailing how blue and pink became associated with boys and girls respectively, and how it used to be the reverse.
Also, men were more likely to select shades of colors as their favorites colors with black addedwhereas women are more receptive to tints of colors colors with white added.
Research clearly shows that participants are able to recognize and recall an item far better — be it text or an image — when it blatantly sticks out from its surroundings.
Two studies on color combinations, one measuring aesthetic response and the other looking at consumer preferencesalso find that while a large majority of consumers prefer color patterns with similar hues, they favor palettes with a highly contrasting accent color. In terms of color coordination, this means creating a visual structure consisting of base analogous colors and contrasting them with accent complementary or tertiary colors: Josh Byers Why does this matter?
Although you may start to feel like an interior decorator after reading this section, understanding these principles will help keep you from drinking the conversion rate optimization Kool-Aid that misleads so many people.
Consider, for instance, this oft-cited example of a boost in conversions due to a change in button color. Joshua Porter The button change to red boosted conversions by 21 percent.
Red, meanwhile, provides a stark visual contrast, and is a complementary color to green. We find additional evidence of the isolation effect in multivariate tests, including one conducted by Paras Chopra published in Smashing Magazine.
Chopra was testing to see how he could get more downloads for his PDFProducer program, and included the following variations in his test: Can you guess which combination performed the best?
Here were the results: Example 10 outperformed the others by a large margin. More sign-ups or more clicks is just a single measurement — often a misleading one that marketers try to game simply because it can be so easily measured.
Additional research finds the same effect applies to a wide variety of products; consumers rated elaborately named paint colors as more pleasing to the eye than their simply named counterparts.
It has also been shown that more unusual and unique color names are preferable for everything from jelly beans to sweatshirts.
Join the gang of savvy subscribers who receive original, well-researched articles about company culture, customer service, and building a better business every week. In fact, we may have raised more questions than answers.
Truth is, the kaleidoscopic nature of color theory means we may never have definitive answers. This post has been updated for accuracy and freshness.
Joincustomer-obsessed readers on our mailing list. Gregory Ciotti Greg is a writer, marketing strategist and alum of Help Scout. Connect with him on Twitter and LinkedIn.Brand personality is a set of human characteristics that are attributed to a brand name.
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