Why Is Facebook Blue? The Science Behind Colors In Marketing

Editor ’ south note : This is one of the most-read leadership articles of 2013. Click here to see the fully list. ad ad

Why is Facebook blue ? According to The New Yorker, the argue is simple. It ’ south because Mark Zuckerberg is red-green discolor blind ; blue is the color Mark can see the best .
Related : Facebook reportedly Considering $ 1 Billion Purchase Of Social Navigation App Waze
not highly scientific, right ? That may not be the event for Facebook, but there are some amazing examples of how colors actually affect our buy decisions. After all, sight is the strongest originate sense in most human beings. It ’ s only natural that 90 % of an appraisal for trying out a product is made by color entirely. therefore how do colors truly affect us, and what is the skill of colors in market, truly ? As we strive to make improvements to our product at Buffer, studying this phenomenon is key. Let ’ s dig into some of the latest, most concern research on it. ad First: Can you recognize the online brands just based on color?
Before we dive into the inquiry, here are some amazing experiments that show you how mighty tinge alone actually is. Based on just the colors of the buttons, can you guess which company belongs to each of them ? Example 1 (easy): ad

Example 2 (easy):

Example 3 (medium):

Example 4 (hard): ad

These amazing examples from YouTube interior designer Marc Hemeon, I think, show the veridical office of color more than any analyze could. How many were you able to guess ? ( All the answers are at the penetrate of this post ! ) Which colors trigger which feeling for us? ad Being wholly conscious about what semblance triggers us to think in which way international relations and security network ’ thyroxine always obvious. The Logo Company has come up with an amazing breakdown that shows which colors are best for which companies and why. here are 4 great examples : Black:

Green: ad


distinctly, every one of these companies is seeking to trigger a very specific emotion :

When we feel compelled to buy something, color can play a major function. Analytics company KISSmetrics created an amazing infographic on the skill of how colors affect our purchases. ad fleeceable stands out to me as the most loosen color we can use to make buy easier. We didn ’ metric ton intentionally choose this as the main color for Buffer–although it seems to have worked very well therefore far. At second gear look, I besides realized how frequently black is used for luxury products. here is the full infographic :

How to improve your marketing with better use of colors: ad This all might be reasonably entertain, but what are some actual decisions we can apply today to our web site or app ? The answer comes so far again from some capital research done by the dear folks over at KISSmetrics. If you are building an app that chiefly targets women, KISSmetrics suggests that women love blasphemous, purple, and green, and disfavor orange, brown university, and grey .

In case your app is strictly targeting men, the rules of the plot are slightly different. Men love amobarbital sodium, fleeceable, and blacken, but can do without brown, orange, and imperial. ad

In another experiment, Performable ( now HubSpot ) wanted to find out whether plainly changing the tinge of a button would make a dispute in conversion rates. They started out by trying to guess the result of a bare choice between two colors ( park and bolshevik ) and trying to guess what would happen. “ Green connotes ideas like “ natural ” and “ environment, ” and given its wide use in traffic lights, suggests the idea of “ go ” or forward movement. The color red, on the other handwriting, is frequently thought to communicate exhilaration, heat, blood, and warning. It is besides used as the tinge for stopping at traffic lights. Red is besides known to be attention-getting. ” ad sol, clearly an A/B test between green and crimson would result in green, the more friendly color. At least that was their guess. here is what their experiment looked like :

so how did that experiment turn out ? The answer was surprise : The red button outperformed the green button by 21%. What ’ s most authoritative to consider is that nothing else was changed at all : 21 % more people clicked on the red push button than on the fleeceable push button. Everything else on the pages was the same, so it was entirely the release color that made this remainder. ad This decidedly made me wonder : If we were to read all the research before this experiment and ask every research worker which version they would guess would perform better, I ’ thousand sure greens would be the solution in closely all cases. not then much. At my company, we ’ ve besides conducted dozens of experiments to improve our conversion rates using changes of colors. While the results weren ’ t as clear up, we still saw a huge change. One guess is that for a sociable media sharing tool, there is less of a barrier to signup, which makes the differences less significant. Despite all the studies, generalizations are extremely hard to make. Whatever change you make, treat it first as a hypothesis, and see if the actual experiment supports your ideas. personally, I ’ thousand always very prone to go with impression based on research I ’ ve come across. Yet, data always beats impression, no matter what. ad Quick last fact: Why are hyperlinks blue? This is something that always interested me and is actually a fun report. In short, it ’ mho offers the highest contrast between the colors used on early websites .

hera is the full explanation : “ Tim Berners-Lee, the independent inventor of the network, is believed to be the man who foremost made hyperlinks blue. Mosaic, a identical early web browser, displayed webpages with a ( ugly ) gray background and black text. The darkest color available at the time that was not the lapp as the black textbook was that blue discolor. therefore, to make links stand apart from complain text, but calm be clear, the color blue was selected. ” I think it ’ south fascinating that tweaking something arsenic small as the coloring material can completely change an consequence. What have been your findings in terms of colors and marketing ? Tell me about it in the comments. Solution to the riddle : exemplar 1 : Facebook, exercise 2 : google, example 3 : Flickr, example 4 : LinkedIn Reprinted with permission from Buffer. [ double : Flickr drug user Darrel Birkett ] ad ad


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