Color Psychology: Learning the Colors That Can Increase Sales and Conversions

 “Pricing, discounts and a great customer service are not the only elements that can affect conversions. Colors add beauty, meaning, warmth and action to your site.” – Neil Patel

Whether you choose to acknowledge it or not, colors evoke certain emotions and impact customer responses and conversions. That’s why companies (and their graphic designers and marketers) strategically choose certain colors in their branding and marketing over other hues. If you’ve been thinking about rebranding your field service business or simply want to learn what the color(s) of your brand can say to your customers, we’ve scoured the web to get the best guidance around the meanings behind the colors we choose. We like this quote from NueroMarketing: “If a good color sells, the right color sells better.” Definitely worth exploring, right? 

To start, let’s dive in on what colors can symbolize or signify. Check out this handy color psychology cheat sheet from Sprucerd: 

What emotions or attributes are you drawn to as you think about your home service business and what you want to convey to your customers? Looking at this infographic, does it also make sense why certain home service industries choose the colors they do for their branding? For example, many lawn care companies choose green (maybe to represent a fresh lawn or growth?), HVAC companies choose blue and red (maybe to showcase dependability, trust and strength?), moving services choose white (perhaps to signify a new start?) and maid/cleaning services choose pink or purple (likely to appeal to females?).

Marketing guru Neil Patel notes that “colors are powerful brand builders”; that “colors can cause people to respond in a certain way to your offers – or ignore them outright.” If that’s the case, the colors field service businesses choose for their trucks, website and signage can make a big difference.

According to Business2Community.com, “red is the most popular color for marketing because it gets people’s attention and holds it” and that if “you want to be viewed as trustworthy, blue is the color for you.” Further, “green is a versatile color — it’s warm and inviting and denotes health, environment and goodwill.”

To take it further, there are color preferences by gender. Here are some helpful charts from HelpScout, based on research by Joe Hallock:

Some things to note here and from Hallock’s research: 

• The color blue dominates for both sexes, with 57% of males and 35% of females choosing blue. 
• The most notable gender difference can be seen in the color purple.
• Men love blue, green and black while women love blue, purple and green.
• The most unpopular color for men is brown; for women, it’s orange.
• Men like bright and bolder colors while women gravitate toward soft colors. 

Age can also play a factor, which can be important for home service companies, who are trying to attract specific age groups (i.e. millennials, baby boomers, etc). Check out this infographic from DesignMantic. Here too you can see the preference for blue, a color that’s associated with tranquility, trustworthiness, and cleanliness. 

Wrap-Up

According to HelpScout, there are “no clear-cut guidelines for choosing your brand’s colors; the essential consideration is the feeling, mood and image that you [want] your brand or product [to create.”

It’s good to do your research and look at your competitors’ branding. Sure, you can use some of the same colors that your competitors are using, but maybe you stand out by using different accent colors.

In the end, it’s a combination of thinking about your company’s personality and the industry you’re in. It’d be advantageous to do some market research by talking to your customers or homeowners and seeing what appeals to them. You can also test out colors on your website and see if certain colors convert or engage customers better.

Found this article interesting? We invite you to share it with your team or on social media! Or tell us your thoughts in our comments section below. What colors do you use in your branding and marketing? Does it convey some of the emotions noted here?

Last Updated By: Rochelle Sanchirico

Last modified: January 15, 2018