The importance of colors.
Some published works (White, Jan V., Color for Impact, Strathmoor Press, April, 1997, In Living Color: We Remember Scenes Better When they're in Color than in Black and White; in Journal of Experimental Psychology ) are transportation email list shedding light on how different colors in the perception of a given object affect areas of behavior. Among others, some of the conclusions that these works have reached are the following:
Color makes it easier to remember what is perceived, more than a black and white image.
It also facilitates participation (color ads are read up to 42% more than the same ad in black and white).
Color attracts attention (tests indicate that black and white images capture interest for less than 2/3 of a second, while colored images can hold a user's attention for up to 2 seconds or more). Thus, color can be used to emphasize or mitigate different areas.
More data
92% of study participants believe that color adds quality to the image
90% of study participants believe that color helps attract new clients
90% of study participants believe that presentations and documents are more easily remembered if they are colored
83% of study participants believe that color creates an appearance of success.
With this data, the importance of colour in the world of advertising in general is evident. If colour is important, the next question we can ask ourselves is, are there colours that are more appropriate than others to move the user to action? And to transmit a certain value or emotion? Leaving aside the differences between cultures and sticking to Western standards, there are a series of associations between colours and values, emotions and qualities.CTA Color Association
In this image we reproduce the associations that exist in our culture between a colour and values, emotions, attitudes and qualities (source Pantone ). There is no doubt that we can take this information into account when we design our emails and specifically the CTAs, although in this case the colour will be very conditioned by the branding of the brand.
It will be relevant to resort to something fundamental and that is contrast. Without contrast, everything is diluted in the background of the context, so it is difficult to identify. In the previous example we see the use of three colours in three different CTAs. The “ unsubscribe” in red promotes precisely the action. Are we interested? If we accept that it is better to have a quality database than a large one of lower quality, highlighting the “unsubscribe” with a red color is a good decision. The “view online” in blue, an antithetical color to red, creates contrast and fixes both positions, leaving them in the background , which will favor the action that interests us, which is that users who really want to unsubscribe should do so. Finally, the main Call to Action in yellow contrasts with the white background and is associated with positivity, lucidity and enthusiasm (appropriate in a pedagogical context such as this one) . In addition, it fits well into the set of soft tones of the piece. We have outlined here some ideas and compiled published information about the role of color as an element of communication. That said, there is no better way to “validate” which color will work best in our Call to Action than to test different alternatives.
