What colour should my landing page be?

With 52% of users not returning to a website because of poor aesthetics, colour is a big part of marketing but knowing which colour is the right one for your business depends on your target audience.

So let’s look at which colours are best for your checkout process or landing page and what can help boost your conversion rate.

What colour should my landing page be?

This is a more complex question then you might think, as colours have different meanings in different countries. Make sure you know your target market, as white in the west is a symbol of purity but in China it can mean death, so do your research before you start and remember to also use A/B testing during any campaign.

With this in mind let’s look at these commonly used colours and the meaning behind them.

Red is often thought of as a buying colour. Red can come across as an aggressive way of selling such as sales or deals, grabbing the attention of the viewer, making the customer focus on a specific area or message.

Yellow is eye-catching as it’s the first colour seen by the retina and can inspire creativity. However be warned as too much yellow can become overwhelming and driving customers away.

Hellofresh landingpage — Example from Hello Fresh of using green on a landing page

Green stirs up feelings of the great outdoors and healthy living. As well as wanting to go hiking green also makes us think of money, this relaxing colour is often used by marketers for call to action buttons, giving us the GO feeling.

Blue gives us the feeling of trust, integrity, and security which is great for corporate brands. Research has shown that blue is the most favourite colour throughout the world regardless of culture and is the best choice it you have a wide target market.

Orange is a tricky one as it can give mixed feelings. Some people say it conveys warmth and optimism, whilst others say it feels aggressive and irritates them. This colour can be known for its creativity and sexuality, associated with affordability which helps draw the eyes of users but is best used sparingly.

Purples… a bit like marmite, you either love them or hate them. Purple has been historically associated with royalty and can make you feel spiritual, soothed or calm. This colour is often selected to market anti-ageing and beauty products.

Pink, the favourite colour of many young ladies is great for targeting a young, female audience although some darker shades of pink can appeal to a male audience. It’s one of those colours you will need to research your target market to make up your mind

Black & White are always a safe way to go, with the Western culture believing that white represents purity, wholesomeness, and clarity, making it almost always the best background colour for any website. Black is a bold and powerful colour, making products feel luxurious.

Here is a handy infographic for you, breaking down this blog.