Molly E. Holzschlag | Atlantic Marketing ConferenceHalifax, Novia Scotia, April 2009

PERSUASIVE WEB DESIGN

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COLORComputer color is additive synthesis, adding values of 0-256 to red, green and blue to come up with the colors defined.

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NOT MAGENTA YELLOW OR CYAN Color from dyes, paints and other pigments use Subtractive Synthesis to achieve a given hue, unlike computerized color.

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Computer color relies on math and physics

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Perception of color is based on:

Biology

Neurochemistry

Cultural influences including:

• Heritage

• Religion

• Geography

• Gender

Color is a mix of science and art, technology and human emotion.

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EMOTIONAL RESPONSES TO COLORHow do we feel when we look at color?

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CHROMATIC PRIMARIESFriday, April 24, 2009

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RED

PowerEnergyWarmthLovePassionAggressionDangerBloodGood Fortune

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GREEN

NatureHealthGood Luck MoneyJealousyRenewal

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Blue

TrustConservativeSecurityTechnologyCleanlinessOrderSorrow

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Yellow

OptimismHopeJoyPhilosophyDishonestyCowardiceBetrayal

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ACHROMATIC COLORS

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BLACKDeath, Power, Sexuality, Sophistication, Mystery, Fear, Unhappiness

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WHITEDeath, Purity, Cleanliness, Precision, Innocence, Sterility

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GRAYSadness, sorrow, decay, modesty, intellect, futurism, elegance (silver)

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CULTURAL RESPONSES TO COLORWhere we come from geographically, our views on theism, the language we speak—each aspect of our culture and experience influences the human emotional response inspired by colors.

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WHITEDeath, Purity, Cleanliness, Precision, Innocence, Sterility

Culture Red Blue Green Yellow WhiteUSA, Europe Danger Manliness, sweet,

calm, AuthoritySafety, safe, sour Caution, Cowardice Purity

France Nobility Freedom, Peace Criminality preliminary Neutrality

Egypt, Arab Nations

Death Virtue, Faith, Truth Fertility, Strength Happiness, Welfare or Wealth

Joy

India Life, Creativity Welfare or Wealth, Fertility

Success Death, Purity

Japan Anger, Danger Shame, Despicableness

Future, Youth, Energy

Grace, Dignity, Nobility, childish, joyful

Death

China Happiness, Joy, Festivity

Sky, Clouds Ming dynasty, royal, Honor

Birth, Wealth, Strength or Power

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SHAPEShapes are archetypal and extraordinarily powerful throughout human history in conveying ideas.

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Rectangle

StabilityCorporateConstantMassConformance

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Circle

FeminineWholenessCommunityFamilyComfortPlayfulnessLife

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Triangle

MasculineMovementDynamic

Inverted:

WeakEmasculatedDisempowered

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Use of Shape and Color in Persuasive Branding

“The famous ‘FedEx Logo’ is a quality example of sheer ubiquity and inspiring symbology. The FedEx logo has won many distinctive awards and is often regarded as the best creative design ever.” logoblog.org

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LESSONS FROM THE DARK

A look at color and shape symbolism in Nazi concentration camps.

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LANGUAGEWords are, in a word: Global.

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• Web users are four times more likely to purchase from a site that communicates in the customer's language (www.idc.com).

• Over 100 million people access the Internet in a language other than English.

• Over 50% of Web Users speak a native language other than English.

• Visitors stay for twice as long if a website is in their own language (Forrester Research).

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The 9 Second Theory

Studies show that it takes 9 seconds or less for a site visitor to determine whether he or she will stay on your site.

Using color, shape and language, it’s easier to be more persuasive.

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Questions? Answers?

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Thank You, Nova Scotia!Friday, April 24, 2009