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Throwing shade: How color choices affect customer engagement

The human eye can quite literally perceive millions of colors. That means there is no shortage of color palettes that people can use to express their feelings or desires. 

Some people may be surprised to learn the significance that color psychology has in email marketing and overall customer engagement. And with the huge array of available color options, it’s understandable that figuring out where to begin can be a challenge for most.

Before you kick off your next email campaign, you should first understand how your color choices can impact both engagement and conversions.

How Color Affects Feelings and Decision-making

Believe it or not, color can be a powerful tool for driving behavior. Even though colors can be perceived differently depending on the person, each color is associated with a particular set of emotions. Take a look at these common color psychology associations:

Black: Often associated with luxury and impulse; implies power and status.

Blue: A popular color often used by financial institutions and businesses; evokes feelings of trust and security.

Green: This color is the easiest for your eyes to process; usually associated with wealth and relaxation.

Orange: This color triggers our impulses; is most appropriate for calls-to-action.

Pink: Appeals to more traditional shoppers; associated with romance and femininity.

Purple: People tend to find this color soothing and calming: usually associated with royalty.

Red: Helps evoke a sense of urgency; red increases the heart rate and makes one feel energized.

Yellow: An attention-grabbing color, yellow is often associated with youthfulness and optimism.

Color is important to consider when designing your emails, logo, website, and other marketing products.

Impact of Color Email Engagement and Conversions

Color can influence conversion rates through:

Brand Awareness: Using the right colors for your logo and marketing copy instills a sense of confidence in consumers and can drastically increase brand recognition.

Product Marketing: The colors you choose for your products and marketing copy affect how shoppers respond. Visual appearance tends to be the most important factor in people’s purchasing decisions.

Click Rates: You can perform A/B testing to determine which color CTA button your customers respond to best.

How to Incorporate Color in your E-mail Marketing Campaigns

Before designing your next email campaign, take a look at this list of best practices for incorporating color:

Have a clear understanding of your audience: How your audience perceives color will depend on factors like culture, texture, and context. Gender also plays a huge role.

Limit your color palette: Don’t overwhelm your audience by using too much color in your logo and other images. When choosing your colors, apply the 60:30:10 concept, which dictates that 60% of your palette should be a neutral color, 30% should be a complementary color, and 10% should include an accent color.

Perform campaign testing: A/B testing helps marketers understand how their email campaigns perform. It can be used to help determine which colors to use in your email campaign to generate the most clicks and convert the most leads. Segmenting your lists may unveil that different lists have different click and conversion rates. This action will help you inform future email strategy.

Make sure you’re clear about the tone and voice of your email campaign before choosing your color palette. Colors should complement the other colors in your campaign and help solidify brand awareness. Consider using blocks of color to bold buttons and help your calls-to-action stand out.

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