Did you know? Your star-rating color can either make or break a sale.
According to a study by the University of Loyola, nearly 80% of participants find brand recognition is increased by color. Additionally, 85% said that color alone was the main reason for making a purchase.
To help you avoid losing a sale and approach colors strategically to choose the best review star color for your brand, we’ll look at the following:
Color psychology is an area of research that studies how people’s behavior and emotions respond to colors. This field has seen a peak in interest in recent years as designers look to use color to create more persuasive tactics. Colors spur certain moods, enhance usability and draw attention to specific design elements. For example, blue is often used to create a calming effect, while red is typically associated with energy and excitement.
What Colors Mean in Marketing
Color psychology plays a pivotal role in the usage of colors in marketing. Brands meticulously choose their color schemes to invoke specific emotions and associations in their target audiences.
Let’s look at a few colors to further understand what colors mean in marketing:
True Blue Trust
The color blue has positive associations with the sky and sea, which translates to security and stability. For such reasons, you’ll see blue financial services, cybersecurity and healthcare, where trust is cardinal.
Consistency and color psychology in branding work hand in hand as it fosters recognition and trust among consumers. For example, the ubiquitous “Facebook blue” has become synonymous with the social media giant, instantly recognizable across various mediums.
Yellow and Red: Ketchup and Mustard Theory
Red has been known to trigger energy, appetite and hunger, stimulating a desire for something. Given its bright and strong nature, red is persuasive in demanding attention and action (purchase decisions). Keep in mind that red also bears negative associations, such as pain and anger. Meanwhile, yellow is associated with feelings of happiness and friendliness. Its cheerful hue brings a sense of nostalgia; think of those slow days when you grabbed a quick bite with friends or passed by McDonald’s giant golden arches.
With these positive associations, fast-food chains widely use the combination of red and yellow colors in marketing, hence the “ketchup and mustard theory.” Marketing campaigns also leverage color psychology to highlight call-to-action buttons or emphasize specific product or service aspects.
Black and White Glamor
Black and white are timeless classics that evoke a sense of elegance and sophistication. Black, the embodiment of power, authority and strength, is often associated with depth and mystery. On the other hand, white symbolizes purity, simplicity and peace. When coupled, they generate a strong contrast, creating a striking visual impact that conveys a classic elegance unparalleled by any other color combination.
For this reason, many luxury or upscale fashion brands often opt for the classic combination to reflect elegance and reliability. By understanding the connotations of different colors, marketers can strategically design their advertisements to improve conversion rates and overall brand perception.
Green is associated with nature, health and tranquility. It evokes feelings of freshness and an abundant environment, supporting the perception of a company as stable, reliable and eco-friendly. It’s also the color of growth, signifying renewal and harmony. Businesses related to health, agriculture and ecology often use green branding to introduce or reinforce their commitment to natural and sustainable practices. However, green also carries some negative associations, such as envy. As such, there needs to be a regard for nuances so you can approach color psychology in marketing cautiously.
Caution: Colors in Context
One of the challenges with color psychology is the tendency to oversimplify and generalize the perceived qualities of colors. Recognizing that not everyone associates a specific color with the same emotion is paramount. Several factors influence how colors are perceived, and what works in one market may not work in another, including:
• Personal preferences
• Individual experiences
• Diverse upbringings
• Cultural differences
The context in which people encounter colors all contribute to colors’ complex and multifaceted effects. By considering these factors, we can better understand the intricate relationship between colors and human psychology and how they ultimately influence the consumer decision making process.
Star Color Ratings As Trust Signals: What Is the Best Review Star Color for Your Brand?
One interesting application of color psychology is the choice of color for star ratings on a brand’s website or app. Star ratings or review stars are key trust signals for consumers, and your choice of star color ratings can subtly influence their perception of the product or service being reviewed.
Commonly, brands use a yellow or gold color for this purpose, which aligns with the perceived value of these hues in society (think gold medals or trophies). This can instill an immediate sense of excellence and elevated quality, encouraging trust in potential customers and speeding up the consumer decision making process. However, as mentioned, context and caution are needed when using colors in marketing. The same is true if you want to learn how to build trust and aid purchase decisions with your brand’s best review star color ratings.
Ultimately, your brand’s best review star color should align with your overall branding strategy and your audience. The key is to test different colors for your review stars and gather user feedback to ensure your choice effectively enhances trust signals and influences purchase decisions.
How To Build Trust by Using Color Psychology in Branding
To help you understand how to build trust using color psychology in branding, here are strategic questions you want to ask yourself:
What Emotions Do You Want To Elicit?
Brands must be clear about the emotions they want to evoke in their target audience. For instance, when considering the consumer decision making process, a financial institution might choose blues and greens to convey trust and stability.
Are You Maintaining Consistency?
Consistency is vital when it comes to color psychology in branding. Maintain the same color scheme across all branding elements, including your logo, website, promotional materials and review stars, to create a cohesive brand image that fosters consumer recognition and trust.
How Are Your Color Combinations?
Pay attention to how colors interact with each other. Certain combinations of colors can create an unwanted mood or make a design look chaotic, so it is best to select a color palette that is harmonious and balanced. For instance, a bright yellow might be seen as cheerful in one context but garish when paired with another color.
Are Your Color Choices Fitting to What You Sell?
Another critical factor to consider when using color psychology is context. Different colors may convey different messages depending on the situation, so it is essential to take into account the audience and setting when selecting a color palette. For instance, if you’re selling anything related to tech, you may want to stay away from the color green. Or, if you’re selling fresh produce, black shouldn’t be an option.
Another tip: Highlight key elements on your website or advertisements with specific colors to guide user behavior. For instance, a ‘Buy Now’ button might be in a contrasting color to attract attention and prompt action.
Lastly, as with all aspects of color psychology, staying updated with trends and new research in this field is fundamental, as the most effective colors for star ratings may evolve over time.
How To Get More Reviews and Ratings
In online reputation management (ORM), monitoring mentions and collecting online ratings can significantly enhance a brand’s credibility. Here are tips to help you get more reviews:
- Just ask. Don’t hesitate to ask your customers for reviews. Customers who are satisfied with your product or service will likely leave a positive review when asked.
- Make it easy. Simplify the review process by providing direct links to your review platform. If the process is complex or time-consuming, customers may abandon it halfway.
- Use social media. Promote customer reviews on your social media channels. When potential customers see others vouching for your brand, they may be more inclined to leave a review themselves.
- Respond to reviews. Show your customers that you value their feedback by responding to positive and negative reviews. This can foster a positive brand-customer relationship, encouraging more reviews from other customers.
- Timing is key. Ask for reviews shortly after the transaction or experience when your brand is fresh in customers’ minds. But, you want to give ample time for your customers to experience the product they have purchased.
- Consider rating and review management services. Automated online reputation management (ORM) guarantees the desired results without wasting resources.
But remember, while gathering more reviews can be beneficial, the focus should always be on providing exceptional service that naturally encourages customers to share their positive experiences.
Rize Reviews: Prompt Purchase Decisions With the Right Star-Rating Color
At Rize Reviews, it’s our priority to conduct A/B testing with different color schemes to understand what resonates best with your audience. Consumer feedback is invaluable in fine-tuning your brand colors for building trust.
Get in touch with our team to find out more about our stellar rating and review management services and discover the best review star color for your brand.