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  1. David Pavlicko

    Peep, I was seriously worried for a minute. Thank goodness you pulled through for me.

    1. Ott Niggulis

      All is good, no need to worry.
      And this is Ott, author of this piece.

  2. Francisco Moriones | Author of

    Well, I think color is an important factor. But marketers don’t need to be obsessed with it!

    Factors affecting color effectivity are color contrast and color complementarity.

    1) Color contrast. This element is important because if the button color does not get the attention of the potential customer you don’t get the sale/sign-up…

    2) Color complementarity. If the only factor on the equation was the color contrast, we would chose the most striking and flamboyant color. But reality tell us that most of the time this is not the right answer. Color contrast must be coherent with the rest of the colors used in your website.

    Therefore, use a high contrast color, complementary with your website color chromatic range.

    BTW, Great website Peep!

    PD.- The article talks about order button color tests and does not make any reference to the most tested website on earth (Amazon). Their buttons won all the tests they made using different color combinations.

    You can see them at:

    1. Ott Niggulis

      Contrast and complementary matter for sure as well as various other things.

      The idea behind this writing was to make people realize that while colors of your buttons and other elements are important, it’s the site as a whole that needs to make sense first.

  3. Azzam

    I was at a meeting with Shane Cassells, Online Conversion Specialist, NACE at Google as he looked over our site.

    Google tested 4,000 shades of blue prior to picking the button on the search

  4. Jason Bahamundi

    I wonder how many people came to this post hoping you had the answer that would help them generate millions of dollars.

    If you think about it for a second and you asked 10 friends what their favorite color was you might get a majority but more than likely you would get 2 to 3 choices of colors. You can apply that to this theory of button colors. Not everybody likes green or red or blue or yellow. There has to be a call to action and in the case of buttons or links it is making them stand out from the content so people have ease of use to click.

    Terrific article. Thanks for sharing.

    1. Ott Niggulis

      Well, for sure lots of people clicked and were hoping to hear me write that color X is the best. But, you know, hopefully there is a bit less confusion now about the whole “this is the best color ever” situation. A bit more clarity.
      Yeah it requires more work but, what doesn’t?

  5. James Svoboda

    Nice post! I was going to write something pointed and long-winded about how Red Vs. Green is a worse debate than Gun Control in the US, but realized that Francisco Moriones made many of the good points that I would have. In addition to Color Contrast and Color Complementarity, I’d add Color Appeal and Trust. If your website makes good use of more earthly colors, then having a bright pink button will look on the cheesy side and might not appeal to your audience.


    1. Ott Niggulis

      Trust and color appeal are a bit tricky – different people view them differently so there’s possibility there to make mistakes. But in general yes, you have to take into account readability and a host of other things as well… So is not easy, but definitely worth it.

      As with pink buttons, would be interesting to see a design that could pull that off successfully :D

  6. Darren Davis

    I couldn’t agree with you more. CRO is all about digging deeper, finding out what is important to people before they buy. Making things clear to users. Creating a great user experience and using smart calls to action. as you said, it’s about relevancy and perceived value of the total offer.

    If you do that right, you will win! Awesome post!


    1. Ott Niggulis

      Glad to hear you got some value out of it, thank you.

      If you’re wondering who am I , then I’m Ott – author of this post ;)

  7. Abe Udy

    Brilliant article. I’m very impressed with the blogs on this site.

  8. Trent Jessee

    Excellent article! I enjoyed the previous article on this subject, but this one was far more enlightening on the influence of color and conversions. Thanks Peep!

    1. Ott Niggulis

      Glad to hear you found value from this article – while the previous one was written by Peep, this one was from me ;)

  9. Joseph Lalonde

    Interesting. I wonder if red keeps people from performing well on tests as it’s often used to point out mistakes and to give a bad mark on homework? Could be a subtle correlation in the mind.

    1. Ott Niggulis

      It definitely does! The second research on the color red (non conversion based) concludes pretty much that.

  10. Steve Lambert

    As a designer in an in-house web team for a large UK publisher I was repeatedly frustrated when the whole “orange button” thing was doing the rounds. Time and time again I had to point out that it was really dependant on the rest of the page. I found using Easyjet as an example of where an orange button wouldn’t stand out!

    1. Peep Laja Peep Laja

      I hear you! Every time I see the BOB recommended as treatment, I cringe.

  11. Great article – after all is said and one and all things being equal, red will generally be the correct choice for a call to action button.

  12. Great article. Quick question, any reason why your email signup popup on the right side of your site (13 Ways to Increase Your Conversion Rate – Right Now) isn’t using a red (or similar) button based on your findings?

  13. michaelsean

    This was the best article I have seen on the psychology of color choice directly aimed at “Buy” buttons. I just recently started A/B testing both colors in some of my remarketing campaigns and appreciated the effort that went into the post as it was exactly what I needed.

  14. David Nutt

    Great Article. I suggest at least two other factors should be considered when analysing results of colour tests such as these. Colour tone affects legibility. For example, red has a darker tone than green so white lettering on buttons of these colours is easier to read on the red button and the brain has less work to do (fluency). So I would expect better results from red all other things being equal.
    Secondly, significant proportions of the population are colour blind and may struggle to interpret some colour combinations. This is statistically worse for men than women. So, if your site is about gender specific clothing for example, you may have to factor this in any analysis of results you do.

    1. Red also appears to recede in relation to other colors, so it makes the white letters stand farther out. Try putting red text on a white button and you can see the inverse of that.

  15. Sameh

    I think the whole “Green vs Red” is the most wrong assumption I always do. I still can’t believe that Red outperform Green especially on Checkout pages.

    This shows that you always need to run your tests and don’t depend so much on your assumptions. You need to think and test “out of the box”.

  16. So cool to come across an article like this from a friend like that!

  17. Dejan

    Great and very comprehensive post.Colors are very important, but your website proves that the most important thing, however, that something like this can be useful to read.Thanks.

  18. Daniel Delos

    Good collection of research here. I’m not surprised red converts better than green though I came to this article curious about blue vs red which wasn’t answered conclusively. Perhaps for a service requiring some degree of trust, blue would work well.

  19. My company insists that the button color be part of the “primary palette”, meaning it’s always competing with other elements of the same color on the same page. When I suggest another color in order to create contrast, the feedback is “That color is off-brand”.

    While understanding that placement, size and content also play huge factors, is there any hard evidence I can point to that says “Stop making your buttons the same color as other stuff on the page”?

  20. hannah

    I came here after a google search for tests on RED vs ORANGE buttons. Strange that they always win when put up against blue or green…but so far I haven’t seen any split tests between the 2 WINNERS (which seem to be the “BOB” Big Orange Button (“Belcher button”) with DARK BLUE TEXT and the RED with WHITE TEXT.

    Those are the 2 that always win the split tests..Has anybody tested them against teach other and published the results??


    1. Peep Laja Peep Laja

      Hannah, did you read the post?:) There are no buttons that always win. It’s a myth certain infomarketers want you to believe. Get out while you can!

  21. Michael Wen

    Great article, Ott. You start out leading readers to believe that red converts the best, and then you bring up interesting perspective to get readers to think more deeply and realize that color is only one piece of the puzzle.

    It’s been a while since I’ve read a well-written piece like this.

  22. Martin

    purple is not the color of death in Brazil!!!

  23. Ned Tiles

    Another BS click bait article asking a question and then answering it by saying there is no answer. Thanks Internet.

    1. Peep Laja Peep Laja

      Ha! Alas that is the truth – there is no universal best color. People ask this stupid question – but they shouldn’t! So this article sets them straight – stop looking for the unicorn, and think in terms of contrast and visual hierarchy.

  24. Renan

    Purple is not associated with death in Brazil. I’ve been living here for a few decades and I’ve never heard of that belief, not even for minorities. The article does have some good conclusions though.

  25. Mads Nygaard

    I tend to keep things simple and rely on my gut feeling about visual factors but that is indeed just a part of the mix. The overall conclusion of your article calms my nerves as well. Thanks for sharing and outlining some interesting results Ott.

  26. RockyV

    I think the most basic thing is being overlooked here with this “green vs red” argument.

    When you’re creating a landing page or buy button it’s not about color as much as it is about CONTRAST.

    Your button needs to be in STARK CONTRAST with its backdrop and should be the loudest thing on the page.

    The idea is to get people’s attention so they know WHAT and WHERE to click.

    Couple that with a color palette that speaks to your audience and you’re in conversion city.

    That alone will do tons more for conversions than just making these two colors battle it out all the time.

    If everyone is always using Red or Green, the colors will eventually lose their effectiveness and as soon as someone comes to a website that has a PURPLE or CYAN button, it’ll likely get clicks JUST because it’s different and a breath of fresh air.

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