Convert Traffic with Colors and Emotions
When is the last time you saw an infomercial on TV? Think about what the last one was for and how it made you feel. It was probably a weight loss, exercise, hair, skin or any other type of product that first started out by making your feel bad for whatever reason (being over weight, losing hair etc…). Then the infomercial moves to a brighter scene, better up lifting music plays and everyone on the screen is perfect and wonderful… and you can be too for just $39.95!
It’s funny how it works… and it does work! Infomercials are amazing in how they can play with different emotions and make people buy products and dreams just based off making people feel bad about themselves, when they are most likely selling broken promises and dreams in the end.
What we can learn from infomercials and online advertising is that playing with emotions does work. How we say and hear things can mean a lot to people. Through the use of color we can also target many emotions. Put all of this together and you have a winning formula for offline and online marketing ad campaigns.
Let’s take a look at how colors and emotions help ad campaigns make more money and convert like crazy.
Using Emotions Triggering Words in Your Ad Copy
It doesn’t matter if you are creating banner ads, ppc campaigns or even running a ton of campaigns through social networks, they can all be influenced by emotions, specifically in the title and headline.
I just recently wrote a post on how to convert your traffic like crazy by using emotional trigger words in your ad copy. In the post I talked about how different words can draw out different feelings from people reading the headlines and ad copy. You can see some excellent examples in the image below of how fear and greed can be used in ad copies.
These examples are from an article called “Writing PPC Ad Copy that Delivers” by David Rodnitzky.
How many times have you been convinced to buy a product or sign up to a service because of how the wording made you feel or think?
Using Colors in Ad Campaigns to Trigger Emotions
Just like words can pull out emotions, colors can do the same thing but it’s in more of subtle and silent kind of way. There are perfectly good reasons why Coca Cola and Pepsi use red in their logo designs, why BP has a green color to represent clean and how McDonald’s expresses “Joy” with their golden articles.
In the color chart below you can see a glimpse of what each color might represent in ad campaigns and logo usage.
A recent conversion study show out of the 111 top online retailers 15% use red buttons, but when comparing red to green buttons, the red buttons almost always performed better. One company reported a 21% increase in clicks just because of the simple color change.
This is why it’s always important to play with your ad campaigns and split test multiple versions. You never know what will make people click and convert. Play with emotions, colors and headlines that grab attention and you will definitely see a wide variety in conversions and clicks.