Did you know there’s a hidden weapon in the fight for higher CVRs lurking in every ad and landing page you make?

It can make your users trust you, prompt specific beliefs or emotions on a subconscious level, make them notice your ads or believe they’re not ads at all.

What’s this hidden weapon?

Colour.

It’s very easy to choose colours for your ads and landers just based on personal taste or whatever happens to be selected in your Photoshop palette. But by learning some basic rules, you can turn colour into a powerful tool in your advertising arsenal.


What Colour Can Do For You

Colour acts on humans on a subsconscious level. We evolved to take instant note of colours and their significance – from the green of trees to the red of dangerous berries or snakes to the blue of the sky.

And that’s bolstered by cultural significance. Because colour is so important to us it gets loaded with significance as a result of the society we live in – from the black worn by bankers (for the last 500 years or so in the West) to the green of money and the blue/pink dichotomy of gendered elements.

  • Colour can prompt emotions. Yellow signals excitement. Red signals danger. Some shades of green or blue signal calm. The study of how colours cue us up to feel specific emotions is called colour theory, and it’s tremendously powerful.
  • Colour can make your users trust you. Colour’s one of the strongest subconscious trust symbols because of its cultural significance. If the colour choices in a site match what we’d expect for what it’s selling or offering, it appears more legitimate.
  • Colour can make or break a smooth transition from ad to lander to offer. As I mentioned above, we react to colour on a subconscious level – and one of the things we use it for is pattern-matching. “Is this thing like the other thing?”. If you have a smooth and consistent use of colour from your ad to your offer, your user is more likely to trust the overall flow.
  • Colour can affect how the user percieves you as the author of an ad or offer.. A well-chosen group of colours can signal professionalism, which implies trustworthiness under a lot of circumstances. On the other hand, some colour choices – including breaking the “rules” of colour – can signal that you’re an amate ...

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