Traditionally, marketers have been obsessed with gaining attention - nearly anyway they could. One of the main tools that marketers have at their disposal is the choice of color. Color can instantly transform mood - and influence action. In order to gain attention, marketers historically shifted towards using red for it’s brightness and energy.
One of my favorite games growing up was Red Light, Green Light. This game highlights two of the first basic color concepts we learn growing up - green means go; red means stop. It should come as no surprise then that the color red in everyday life halts progress (Example: Want to eat less? Use red dishes).
So if we’ve eliminated red, what color should you use for your call to action signage / web buttons? Many companies (including Nike, Dollar Shave Club, and Cidewalk) all use orange. Orange combines the passion of red with the warmth of yellow.
This doesn’t mean shift your entire branding towards orange (successful brands have been built on all colors of the rainbow). However if you’re using a web button or a small in-person sign to increase sales, you may want to consider using orange.
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