Prior to presenting the results I wanted to try and demonstrate its power above and beyond conscious level research. So I asked a number of people what their favourite colour was. The aim of this, regardless of their answer, was to then ask people "Why?". The majority of people could not articulate why, the minority thought they could, but it felt a little post rationalised. My point regarding the power of implicit research compared to conscious level research (surveys, focus groups etc.) was generally accepted...to a degree. Any doubters were then followed up with "What's your favourite song?"
Anyway, what was really intriguing is all apart from one person, regarding the favourite colour question, answered blue.
At a recent Google event they presented some data around the colours attracting the highest click-through rates...again this was blue. This intrigued me so I carried some further amateur research. Here are some observations:
- The vast majority of share buttons on the web for the social networks are blue. Coincidence?
- Blue is, allegedly, the colour of trust, reliability and being safe
- Eating food off of a blue plate can help you lose weight!
- People are more productive when working in a blue environment, even blue tinted light can help productivity.
- Also, "Blue is the colour, football is the game" with Chelsea being knocked out of the FA Cup this year by the Mighty Foxes. Both play in blue.
But here are some practicalities:
- Blue is a dominant colour and has a wider spread across the spectrum. Statistically meaning it will the most popular choice
- As for click-through. Google, since its inception over 14 years ago, has always presented its search results with the blue text as the hyperlink to click through.
- According to the more geeky, html links default to blue.
Therefore, the argument is, the web has programmed people to click on blue...it's ended up in our system 1 auto pilot, we've be implicitly trained. The data just confirms this.
So would you click on this link?