Color influences our emotional and even physical response to a product. Color can even determine how we understand a product.
It has only been fairly recently that website owners have started to consider the importance and influence of the color of their website. Those business owners that DO pay attention to the color and design of their website are the most successful business owners.
Women make 85% of all consumer purchases, including everything from cars to health care. Women also purchase 66% of computers, 92% of vacations, 65% of new cars, 89% of bank accounts, and 93% of food.
It gets even better… More than a quarter of all women worldwide shop online at least once a day. A whopping 92% pass along information about deals or finds to friends (the ultimate social marketing!)
It makes sense, actually. Typically, women are the ones who do most of the shopping for the house, the kids, and themselves.
But all of this buying makes a woman tend to be cautious when opening up her wallet.
So how do you get your female shoppers to buy from you…? You set up your online website to take advantage of their emotional triggers.
And the best way to do this is to use the magic of color to get them to respond.
Do you want them to realize how much they love the Earth and why they must buy your green Earth saving product? Use subtle earthy tones like green and brown.
Are you marketing to new moms? Then, try a complimentary mix of soft pastels.
Are you promoting an investment device or plan? Have you thought about the fact that your primary customer might actually be a woman and not a man?
Did you know that 84% of women feel misunderstood by investment marketers. Why not try a classic color combination that is confident yet not aggressive… What if you used classic cream, tan, brown and red? It works for Burberry (TM)!
Most importantly, don’t overuse your color scheme and don’t use harsh or conflicting colors.
This is not only hard on the eyes, but it makes your website seem very uninviting.
Your website must be a place that your female customer (statistically, often your most frequent customer) must feel comfortable and included in your business. Color plays a very big role in this process because color is linked to emotional response rather than rational response.
If your female customer comes to your website and doesn’t feel welcome, they will quickly leave – no matter how much your product will change their lives.
This simple, and often overlooked, concept can literally mean the difference between success or failure in the marketing world.