Colour influences our perception. It can change the way we think and feel about things.
For example, studies show that yellow stimulates appetite, whereas blue suppresses it. Darker colours like red and black can increase visual weight, while pastels lighten things up. More excitingly, teams wearing red win more often!
But how can they be used to power up your hotel website for maximum conversions?
Here we’ll look at the power colour does—and doesn’t—have to drive a potential guest’s decisions. Let’s go.
Colour: How It Steers Our Emotions
Colours are often used to communicate emotions, but they work on a different level than description and expression. Colours, used correctly, have the power to nudge emotions in a specific direction:
- Yellow can make things look warm, friendly and fun (Interesting fact: 75% of pencils sold in the U.S. are yellow)
- Green symbolizes nature. It usually implies health and peace, and nature-oriented hotel websites tend to have a “healthy” helping of it
- Black strikes us a serious colour, doesn’t it? Branding experts say black communicates “glamour, sophistication and exclusivity”
- Studies show that orange physically and mentally energizes people—it suggests confidence, competition and haste
- Pink is used to communicate femininity, nurture, care and seduction
- Red creates a sense of urgency and activity
A lot to remember? No problem! We found this infographic to break down a few of the emotional impacts of colours for you:
You should also be aware of the cultural implications of certain colours. For example, white is the colour of death in China and Japan. However, in Europe, it indicates peace, innocence, and simplicity. Know your market to avoid costly mistakes!
The graphic below gives a little more insight:
How Colour Has Boosted Conversion For Others
To some, colour may feel like a small thing. But this startling case study from Bing proves otherwise.
Switching links to a more powerful colour sprung their revenue up by $80 million. In this case, the power came from switching the shade to one “quite similar to the one used by Google.”
For a 5 minute fix, it’s a shocking result that highlights the impact that choosing the right colour can have.
Another case study from Content Verve reinforces the value of colour:
Changing their CTA colour from blue to green created a 35.81% boost in conversions.
The case studies above highlight the conversion boosting power of colour. That said, keep in mind that what works for others may not work for you.
Your optimum colour is dependent on your target market and their needs.
How Colours Affect Your Hotel Conversions
We’ve discussed the influence of colour. Now let’s look at how that influence transfers to increasing hotel bookings and conversions.
Tie the above facts with research that shows that 90% of snap judgements made about a product or person are based on colours alone, and you can see how important (correct) colours are to hotel website conversions.
Before processing a word of copy or moving the cursor an inch, your guest will subconsciously form split-second decisions and opinions—based on visual content like image and colour—about your hotel.
This means your colours should:
- Compliment your brand
- Deliver the right message
- Draw attention to the right features (like your CTA)
You’ll convert more visitors into guests because you make a stronger first impression.
Below are examples of how a few hotel site’s colours do the above 3 points:
According to research, brown “is a colour that oozes security. It symbolizes home, contentment, peace and quietness.” The Savoy hotel uses brown in its images to project a soothing, warm and secure atmosphere.
The hotel instantly conveys a calm, elegant message with its white and green colours. The green connotes vibrancy, health and well-being, while the white creates a simple and clean atmosphere.
Overall, the colours and images amplify the brand’s message.
This hotel website does a praiseworthy job of using colours, images and design for a solid first impression that lasts.
Their brand message is about giving “you a home away from home”. The hotel boasts having only 25 rooms, and claims their smaller size helps provide a more personable and fun service.
Their design and colour scheme definitely back that message.
The abundant use of orange stealthily injects the site with energy, confidence and warmth. Luxury and sophistication is suggested with the strong black background.
Mix that with funny images and succinct, cheeky copy, and you’re able to grasp what the hotel is about within a few seconds.
Using colour psychology to snag more bookings isn’t about “tricking” guests. And it’s not about playing on emotions or manipulating minds.
It’s about knowing how your colours convey the mood and personality of your hotel. More importantly, it’s about knowing how they can amplify its message.
Keep in mind: Small tweaks matter. Their power snowballs into huge conversion increases when they serve a collective greater purpose.
You wouldn’t expect your hotel business to boom just because you upgraded 1 room or added a conference room, would you?
Probably not. You know that it’s the cumulative effects of positive tweaks to your business can create a big impact.
Similarly, with your hotel site’s conversions, colour psychology isn’t important in and of itself, but rather as an integrated part of the page’s visual hierarchy.
How do you use colour to drive more bookings? Let us know in the comments below!
This is a guest post from Net Affinity. The original article can be found at http://blog.netaffinity.com/can-you-increase-bookings-with-color-psychology/ and is reproduced here with their permission.