When you're shopping, why do you choose one brand over another? It it the design of the packaging? What the logo reminds you of? Because a friend mentioned it to you?
Buying decisions are complex and personal, but there are ways to align your website design and marketing with the factors that influence your customers. At VIEO Design, we've repeatedly seen the psychology of color and influence make a big difference for our clients, and we've made those strategies a part of our unique approach.
The Psychology of Color
The color scheme of a website communicates volumes to your potential customers. Some colors are soothing and peaceful, making them ideal for reassuring potential customers and building trust. Others are energetic and exciting, full of creativity and promise. However, any good designer should be taking these things into account. A great design team can create the feeling you want to elicit with not only color, but also hue, saturation, contrast, and negative space, not to mention the interplay of color with other design elements like typography.
We embrace the psychology of color in part because of our inbound marketing experience. When we design a website or any other marketing material, we do so with the client's buyer persona in mind—and that ideal customer approaches your brand with a unique set of visual experiences. A marketing director in her 50s will generally respond to colors differently than her 20-year-old, sports-loving son. Understanding your buyers helps us anticipate what visual references they might associate with a color; for example, will that avocado green feel earthy and natural, or will it remind them of mom's 1970s stove?
When we work with a client on a website design project, we talk in detail about how they want their audience to feel, and we use every tool at our disposal to create that experience. Understanding how the psychology of color influences potential customers is an important part of achieving those goals.
Known as the "Godfather of Influence," Dr. Robert Cialdini has done groundbreaking work on the principles of persuasion. He also happens to be a client of ours, and the relationship has helped us become experts in using ethical influence in web design and marketing.
To create persuasive design and marketing, we employ the 6 tools of persuasion: reciprocity, scarcity, authority, consistency, liking, and consensus. Watch this video for a little more detail about how they work (5.6 million views don't lie!).
When creating a website, we can use these principles in the content and layout to persuade potential customers. In particular, we rely on the strategic placement and wording of calls to action, offers, subscription forms, customer testimonials, photos, and credentials.
With our inbound marketing clients, we have even more opportunities to utilize Dr. Cialdini's research. We can leverage the principles of persuasion with free lead-generation offers, the timing and content of email workflows, and, powerfully, through the content strategy we develop.
Whatever your brand's goals and challenges, we'll make use of all the tools at our disposal to create a strategic website design or inbound marketing plan that will get you where you want to be.