It’s been proven that the prominence of CTAs like “Buy Now” and “Subscribe” greatly increases the likelihood of gaining new subscribers, customers, and financial gain.
However, various aspects are determining how buyers will interpret the colors of your CTA buttons, making it a difficult subject to choose the right color for your campaign, email, or product page.
Different civilizations have various connotations with each hue. In the West, the color blue is commonly associated with men, whereas in China, it is more commonly associated with women.
Catholics consider blue a symbol of optimism and health, whereas people in the Middle East see it as a symbol of safety and protection (spirituality and immortality).
Given that people have different associations with different colors, it might be challenging to choose a single color for a call-to-action button and assume it would appeal to everyone. Instead, you should ensure that your call-to-action buttons stand out from the page’s backdrop and are easy to see, no matter what color.
Concurrently, it would help to use color psychology in your CTA to determine which colors elicit the desired feeling and action.
This post will teach you how to pick the ideal color for your call-to-action button so that it converts without eliciting any negative responses.
Why is it vital to use call-to-action colors?
People’s actions are influenced by the meanings and emotions linked with the colors they see.
For instance, the color red is known to increase a person’s heart rate, breathing rate, and blood pressure. The opposite is true with blue, related to reduced BP, respiration, and heart rate.
Studies at the University of British Columbia found that red stimulates memory and focus while blue encourages originality.
In light of these and other studies, it stands to reason that marketers would employ color psychology to design compelling call-to-action buttons and other promotional materials that elicit the desired response from potential customers. The results of other color psychology research demonstrate that there is no “right” color for everyone.
Red, for instance, may stimulate appetite, but placing it on call-to-action buttons for food companies may not increase sales. Studies have shown that red stimulates appetite in only Nile Tilapia fish.
While white is associated with purity, virginity, and weddings in Western cultures, black is associated with death, sorrow, and funerals.
In China, however, using black and white CTA buttons sends a different message since black is associated with young men and white with death and mourning.
The success or failure of your business depends on the colors you choose for your call-to-action buttons, as people of different cultures and genders react differently to colors.
Joe Hallock’s studies demonstrate that blue is both genders’ most beloved hue. However, males exhibit a decidedly stronger affinity for blue than women do. Green is the second-best hue for men, while ladies should wear purple.
Even if you know each color’s symbolic significance, certain combinations won’t work. The first consideration when selecting a call-to-action button color is how well it contrasts with your brand colors and the background of your promotional materials.
Now that you know why it’s helpful, let’s look at CTA color usage.
Choosing the right color for your call-to-action buttons
Make use of your company’s primary color.
You should utilize call-to-action button colors that coordinate with your site’s primary branding elements. When choosing a color scheme for these components, it’s important to choose one that contrasts with the color of the CTA button.
It’s best practice to use the same color for your email’s CTA buttons and header if your marketing message is cohesive and professional.
This recurrence pattern in your brand’s emails and product pages establishes your brand’s credibility.
Designing call-to-action (CTA) buttons that match these colors will go a long way toward increasing your sales conversions and income, even if blue is a favorite color of many individuals.
Use contrasting colors
Colors used by CTAs are easy to spot because of the stark contrast they create with their surroundings. By making your call-to-action buttons stand out more against the background of your homepage or product page, you may increase the number of people who click through to your conversion form.
Choose the best color for your call-to-action buttons without worrying about the psychology of colors. Instead, you should make sure the color of your CTA buttons stands out from the color that dominates your website.
Previous research, such as HubSpot’s button color A/B test analysis, has shown the efficacy of employing contrasting colors. The survey found that 21% more individuals clicked the red CTA button than the green one. The study found that even while the rest of the page stayed the same, the red button stood out more against the green backdrop. When compared to the prevailing color, red stands out as strikingly different.
Get to know your target market.
Studying and understanding your target audience according to demographics or cultural background, age, gender, etc., is the most apparent approach to determining the correct color for your CTA buttons.
Even though blue is the most popular color among both genders, you may still use various colors in your calls to action. For example, bright shades (a shade is a hue plus black) tend to be more popular among men, whereas delicate tints are more popular among women (a tint is a color plus white).
Thus, it is possible to make appealing buttons utilizing subsets regardless of the primary hue you have chosen for your CTA, with pink CTAs appealing to women and ruby red CTAs appealing to males. Similarly, you may tailor your call-to-action buttons to different demographics based on your company’s location or the culture in which it operates.
Perform some tests on your call-to-action buttons
What if the color you’ve settled on is less popular than anticipated?
Guessing the best color for your call-to-action buttons is not an option. Use an A/B test to see which button layout is preferred by site visitors.
Since customers behave based on how they perceive or interpret the look of CTAs, the colors of their buttons are crucial.
Color psychology isn’t always reliable when deciding what color to use for calls to action (CTAs) because different colors have diverse connotations across countries, genders, and ages. Selecting the best color for your call-to-action buttons depends on how well you can coordinate them with your brand’s color, the overall color scheme of your emails, and the contrast between the two.
Finally, before you commit to a certain color scheme, test it throughout your homepage, product pages, emails, and social media channels.