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网店页面颜色如何搭配?

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小编摘要:网页颜色对浏览者的影响可不简单——潜在消费者对网站的印象、甚至是否点击购买都和购物网页的色彩有莫大的关系。

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购物网站的管理员在设计网页时,想到的往往是颜色搭配是否协调、颜色是否引人注目。不过网页颜色对浏览者的影响可不止这么简单——潜在消费者对网站的印象、甚至是否点击购买都和购物网页的色彩有莫大的关系。
Most entrepreneurs think about the color of their site in terms of how colors look together and whether they’re generally appealing, but color actually has a lot more to do with what your visitors think about your site – and the actions they take – than you might realize.
色彩心理学和购物习惯之间存在联系已经受到公认。类似的书籍也有很多,甚至大多数市场专业学生都会接触到这类研究。不过心理学对大多数人似乎过于深奥,对于网店店主这样的人来说,各种颜色有什么含义?每种颜色能分别吸引哪些人?不同的购物网页又该用哪种颜色?这样的问题似乎更为实用。
There have been entire books written about the psychology of color in buying habits. It’s a topic that has been well studied, and most marketing degrees include at least some study of this topic. We don’t want to bore you with psychology talk though. So here are the basics of what various colors mean, who they appeal to, and who should use them.
最近著名的互联网分析机构KISSMetrics发布的研究报告中指出:
First, a Few Stats
93%的消费者做购买决定时,把商品的颜色和外观当做最重要的评判因素。
Some of these statistics have to do with the color of individual products, but they demonstrate very clearly the power color has in the minds of consumers. According to a recent KISSMetrics report:
85%的消费者自称商品颜色是让自己决定购买的最重要原因。
93% of consumers place color and appearance above other factors when making a buying decision.
如果商品的颜色得到消费者的认可,消费者对商品的品牌认知度会升高80%。
85% of shoppers state color as the primary factor in their decision to buy a product.
虽然这些统计数字是关于商品的,和网页配色无关,不过已经充分说明色彩对消费者心理有重大影响。
Brand recognition, which links directly to consumer confidence, is increased by 80% when the right colors are used.
这意味着什么呢?
What Does it Mean?
明白特定颜色对消费者的情绪、心理有何影响非常重要。下面让我们看看常见颜色造成的主观感觉,还有应该怎么利用这些感觉。
It’s important to know what specific colors mean to people. It’s been shown that certain colors invoke specific feelings in most people, so let’s see what colors really mean.
黄色:年轻、乐观。容易吸引注意力。一般不适合作为网页背景色和网站首页主色。
Yellow: Youthful and optimistic. Use it to grab attention. Usually not good as a background or primary site color.
红色:活力。给人紧迫感、使人心率加快。能吸引冲动消费者。
Red: Energy. Creates urgency and increases heart rate. Good for appealing to impulse shoppers.
蓝色:信任感和安全感。这就是为什么很多银行的标识和宣传品都使用这种颜色的原因。各种蓝色适用于精打细算的消费者。
Blue: Creates feelings of trust and security. This is why many banks use it in their logos or marketing. Navy or dark blue is used to market to the budget-conscious.
绿色:财富感。让人放松且随意。蓝绿色能够诱使预算吃紧的人放开捂住钱包的手。
Green: Gives the impression of wealth. Relaxing and easy-going. Teal can be used to appeal to people on a budget.
橙色:兴奋感和进取心。消费者会因此更快点击付款,也更容易冲动消费。
Orange: Aggressive and excitement. Good for calls to action and impulse buying.
粉红色:女性化和浪漫。适用于妇女、儿童和传统的顾客。
Pink: Feminine and romantic. Used to market to women and girls and traditional buyers.
黑色:权威而奢华。适用于奢侈品推销,人们可能因为这个颜色一掷千金。
Black: Powerful and sleek. Use it to market luxury products and appeal to impulse buyers.
紫色:舒缓、平静。抗衰老产品的网页使用这种颜色最好。
Purple: Soothing and calming. Often used to market anti-aging products.
顾客浏览各种购物网页时,网站的整体设计、网页配色都能决定他们是否付款购买。事实上52%的受调查消费者说他们再也不会再次浏览某一购物网页的原因是“不美观”。所以,购物网站和网店的管理员们,网页配色是不是你们生意中最重要的部分呢?
Part of the study mentioned above found that what your site visitors see when they come to your site, from overall design to the colors used, really does make an impact on whether they buy from you. In fact, 52% of people surveyed who said they would not return to a site stated the reason as ‘aesthetics.’ If there was ever any question, that should confirm that the look of your site is one of the most important parts of your business. How did you choose the colors for your website? Share your thoughts in the comments!
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2011-07-20 10:47 编辑:kuaileyingyu
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