The Logo That Cost $321,400: How Colour Can RUIN Your Sales…

“Big, Bold and Bright” are often the keys to creating contrast. But a mistake a lot of people make is to use TOO MUCH colour.

And TOO MUCH colour can ruin your sales.

Note: If you missed out on the previous two pieces in this series, you’ll want to check out:

• Part 1: Do Some Colours Make You Buy More?
• Part 2: The Weird Truth About “Green” – And How It Can Hypnotically Boost Sales

The Pathway to Action

Before every action we make – including every purchasing decision – we need to give that decision our attention, and then be motivated to take action on that decision.

Attention -> Attraction -> Action

Once we understand this predictable sequence of events, we gain a lot more control over how we influence people.

The Problem with Big, Bold and Bright…

As humans, we’re hard-wired to be constantly looking for contrasts.

It was hard-wired into us to help us spot threats and opportunities in our evolutionary past – like the contrast of a predator hidden in the bushes, or fruit on a bush.

Contrast gets our attention. And using big, bright, bold and colourful elements on our website can help to create that attention and contrast.

But too much colour or activity on the page creates distraction, confusion, and a LACK of contrast.

Trying to draw customers’ attention to ALL of the appeals of your product – your free shipping offer, your 100% money back guarnatee period, your generous discounts, your interest-free finance offer, your payment options, etc, etc – typically results in FEWER sales.

If we use a more primitive model, it would be like:

1. ATTENTION: Monkey sees a banana. And a toy. And a snake. And a monkey friend. And (etc, etc)…
2. ATTRACTION: Instead of being attracted by a singular opportunity, the monkey is distracted by a mess of opportunities and threats.
3. ACTION: The monkey either takes longer to grab the banana, or doesn’t grab the banana at all.

The Paradox of Choice

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