Basically, humans are visual creatures. Thus, any visual aspect (including colour) plays a big role in influencing the way people think of a brand.
There is some specific reasons why companies test the colors of their marketing details, like advertisements, banner ads, and call-to-action (CTA) buttons. Theoretically, you can increase the conversion rate without changing anything about the page except for the colour of the CTA. That’s the power of colour in marketing.
Check out this infographic to learn more about how each colour influences both customers’ emotion and purchasing decision.
