Color Psychology And The Effects On Digital Mortgage Marketing

color psychology

When it comes to digital marketing, color psychology can play a large role in success. Choosing the best colors for certain elements of various digital marketing aspects is an important process that is often overlooked. Since component color palettes are usually dependent on brand identity guidelines, it’s important that at the core, the brand itself is utilizing a color scheme that is most beneficial from a psychological standpoint.

So, which colors are the most effective, and which should be avoided? That decision is really up to the individual brand, but establishing the brand’s personality can help you choose the best color palette. Studies have established that personal experiences drive psychological reactions to color, rather than there being a universal reaction by all to each color. However, a wide consensus holds that these primary and complementary colors evoke these specific reactions:

    • Yellow: optimism, clarity, warmth
    • Orange: friendly, cheerful, confidence
    • Red: excitement, youthful, bold
    • Purple: creative, imaginative, wise
    • Blue: trust, dependable, strength
    • Green: peaceful, growth, health
    • White: balance, peaceful, calm

While it’s hard to say how much of this is pseudoscience and how much of it is actually accurate, it’s clear that certain colors do seem to perform better when incorporated into web and marketing elements such as CTA’s and menus. For instance, HubSpot found that red CTA’s performed 21% better than green CTA’s. If properly acquired, those results are significant.

There are numerous, publicly available studies covering the psychology of color within the digital marketing realm. Be sure to familiarize yourself with these studies so you choose the best colors for your brand — rather than just going with your favorite.