A landing page is a webpage that encourages a “call to action” and strictly focuses on marketing or advertising. In digital marketing, a call to action refers to prompting users or visitors to perform a certain action. Usually, this involves encouraging people to sign up for their service, buy a certain product, visit their website or perform other certain actions. Generally, other web pages have more content or links for other content, basically acting as a giant hub for multiple things. In contrast, a landing page focuses on a single product or service & tries to make it as compact as possible to make visitors attentive to the content they see on their screen.
The goal of a landing page is to convert visitors into dedicated users. Landing pages perform much better than conventional brand websites as their sole purpose is to convert and retain visitors. Furthermore, the landing page removes all the distractions so that you can easily direct the visitors towards a certain call to action. While a flashy webpage with more products, more info on the company and so on may seem visually appealing to the average visitor, there are distractions for the viewer to consider buying the service or product. Whereas a landing page goes straight to the point, gives a sufficient amount of product information and input fields so visitors can buy it right away.
Colors can provoke powerful emotions in human beings and have the potential to alter moods or inspire certain actions. Color psychology can play a vital part in your landing page and determine whether or not you will convert visitors to customers. While appropriate slogans are important in capturing a viewer’s attention, the human brain processes image quicker than text. Associating the proper colors with your product and utilizing color harmony can significantly affect your conversion rates. Let us take a quick look at colors in digital marketing and what those colors signify:
Red
Red signifies power and importance. Being the longest wavelength, red is a solid attention-grabbing color. It can create a sense of urgency and trigger strong stimulus. Due to its nature, it can stand better amongst other colors. Red can be beneficial if your goal is to catch a viewer’s eye immediately. It’s the reason why news headlines, pop-up ads, traffic lights and other sources use this color. However, red can also express negative emotions like aggressiveness and danger which can become detrimental if misused.
Blue
Blue signifies intelligence, trust and calmness. It also happens to be the most popular color around the world. Blue can make visitors feel comfortable, which is why you’ve probably noticed hospitals and social websites like Facebook, Twitter, LinkedIn use it. Keep in mind that blue can also represent sadness and coldness which can deter visitors from conversion if used incorrectly.
Yellow
Yellow is the color of friendliness, creativity and enthusiasm. It provokes positive feelings like happiness and helps create a cheerful atmosphere. For this reason, yellow is dominant in things like emojis. The cheerful atmosphere can enhance the viewers’ mood and encourage them to convert. While yellow is just as useful as red when it comes to grabbing attention, improper use of this color —like with variants of darker shades— can become counterproductive by representing emotions like fear and depression in viewers.
Green
Green represents freshness and harmony. It resembles the color of nature. Green provokes calmness and freshness in people, which is why going for walks or visiting parks can be relaxing experiences. Green single-handedly dominates environmental awareness. Eco-friendly organizations commonly use the phrase “Go Green” due to its close association with nature. Incorrect usage of green can signify sickness or make your landing page appear bland and unattractive.
Orange
Orange is associated with energy and fun and gives off a sense of warmth. Since it is a secondary color made up of the primary colors red and yellow, it can also help provoke strong emotions and stimuli. While orange is generally used as an accent color or supplementary color, we can also see it as a leading color. Sports organizations, youth organizations and things related to youthfulness and energetic activities often use orange to represent energy and fun. Orange has ties to youthfulness but can also misrepresent immaturity and foolishness.
Black
Black signifies elegance and sophistication. It is also widely popular amongst youths. Due to its nature of a sense of absorption, it works exceptionally well with other colors. Black’s representation of elegance is why things like cars, mobile devices or other products dominantly have the color black in them. However, it can also represent evil and oppression as black can represent mystery.
White
White is the symbol of purity and cleanliness. Contrary to its popular counterpart, black, white is reflection. It can be hard to find a website that does not have a small touch of white in them. Just like black, white can work exceptionally with other colors. White’s representation of cleanliness can convey a message of holiness and is often compared to black’s relation with evil. However, white can be a painful color to look at, especially when most of the entire screen comprises of it. This is why certain websites offer dark or night mode for reducing strain on the eye.
Knowing what color represents and where it can be used is not enough. You can enhance the effects of each color even further by applying the knowledge of color harmony. Color harmony refers to the combination of two or more different colors to create an aesthetically pleasing color scheme. You can apply color harmony on your landing page to increase your customers. In color theory, colors are generally divided into either cool or warm colors. Red to yellow is considered to be warm colors, whereas green-blue to blue-violet are considered cool colors. The possibilities of color harmony are endless with different colors in a color wheel, shades and hue manipulation, saturation, and other methods. Let’s take a look at a few commonly used color harmony methods:
Complementary color wheel
The complementary color scheme is the most basic method where colors opposite to each other on the color wheel create a color scheme. These colors are strongly in contrast to each other and present a vibrant look. This method can help both colors stand out equally because of the natural contrast. However, they can look unappealing when used in texts.
Triadic color scheme
The triadic method involves making a color scheme out of 3 colors that form an equilateral triangle in a color wheel. This method guarantees that the color scheme will comprise warm and cool colors in either a 1:2 or 2:1 ratio. This method essentially helps one color stand out while supporting the other two colors as accent colors.
Analagous colour scheme
This method involves using colors that are next to each other on the color wheel. The analogous color scheme can create a sense of harmony among the colors, which can be pleasing to the eyes. Like the triadic color scheme, analogous helps one color dominate while the other acts as accent colors. This color scheme is abundant in the natural scenery of rivers, grass fields and forests, etc.
In conclusion, color harmony is all about balance in colors. With the utilization of color psychology, you can evoke emotions in your landing page visitors and compel them to buy your product or services and convert them. Color harmony that works for a certain landing page might not work as effectively for yours. As such, it is necessary to experiment and find out which one suits your landing page the best.
