Fast Co. has a great post up from Buffer’s Leo Widrich, and it’s all about color. Widrich pulls together different data about how color works (or doesn’t) in marketing. According to the research, our own Hired Pens online color scheme suggests “credibility,” “clean” and “direct” with a little “excitement” thrown in for good measure. Sounds about right.
Widrich goes on to describe an experiment that found that even a minor tweak to a button’s color can have a significant impact on conversion rates. The tricky part? The research into how colors make us feel doesn’t necessarily line up with how things played out in the experiments Widrich cites. But the big, concrete takeaway is that color does matter, and you may find a few small changes can yield a big payoff.