Colours add visual spice to everything around us. And each colour tells a story. At the beginning, psychologists noted people’s different behaviour when exposed to a specific colour, and then marketers took note of this and used it to build powerful brands. Right now, a specific shade of red makes us think of Coca Cola, silver conveys the image of the Apple logo and blue is definitely for Facebook.
Today we will discuss the impact of colours on the conversion rate of your Facebook ads. This is a very important aspect to discuss, because Facebook enforces a specific rule for its ads: 80% image and 20% text (and no, you cannot trick them by placing text on the image).
By logical conclusion, images are extremely important for Facebook ads and colours are what make images appealing. But each colour conveys a different emotion, and you want to make sure that people are in the right mood for paying attention to your messages by clicking on your ads.
So, what are the most important rules about colours in Facebook ads?
1. Be Careful about Blue
Blue is a colour which inspires confidence and is preferred by 42% of men and 29% of women. This would make it a winner in the colour scheme of your ads but for a specific reason: blue is the colour scheme of Facebook, so your ad would blend in too much with the rest of the page.
This does not mean that you cannot use blue – just perform various visual tests on different screens (computer, laptop, smartphone) to find a shade of blue which stands out in the Facebook background.
2. Call to Action Button: Red or Green?
The call to action button is a critical element in any ad, landing page or even newsletter. It has to be compelling, not just in terms of text but also in terms of shape and colour. So far, the most popular colours for call to action buttons are green and red. Each of them has pros and cons.
Red is a colour which actually increases the heart beat rate (scientifically proven), expresses ideas of love, passion, hunger and urgency. On the other hand, red is a classic colour for “stop”, “don’t go” and “forbidden”.
Green is the most natural colour (grass, leaves, anything vegetal), easy to process by the eye and expresses everything from money, to environment and innovation.
When deciding between these two colours, consider how they contrast against the standard Facebook colour scheme. And here’s one more idea to consider: more and more marketing specialists say that the future of the CTA button is BOB (the Big Orange Button). Orange and blue create one of the most powerful contrasts, so it is worth a little A/B testing.
3. Stay Away from Elite and Gender-Specific Colours
Bubblegum pink and powder blue are still gender-specific colours, no matter how much we try to live in a unisex world. It is not a good idea to include them in your ads if you want a good conversion rate (except if, of course, you are selling gender-specific baby products and such).
Elite colours, such as black, silver and purple are usually used by banks, 5-star hotels, and premium products and services providers. If you are in the high-end products market, it is all right to use them. However, if you want to attract clients among middle class, these colours will give them the idea that your products are exclusive and very expensive. Plus, these colours do not go very well against the Facebook colour scheme.
4. Bet on Happy Colours
Bright yellow and orange are happy colours expressing joy, energy and youth. They are also dynamic colours which create a mood of excitement, and a desire to explore and know more. Happy colours are not only good for your ads but also as branding colours, so you should also consider rebranding your business accordingly.
These quick tips are applicable not only for Facebook ads – you should consider them when planning a new landing page or new look for your website and various marketing materials.