The main purpose developers have in mind when designing a website is that the customer is drawn to take a specific action. The primary goal is to make you click on something that leads you to invest.
In this regard, they work closely with the marketing and design team, focusing on the color scheme and how it can effectively influence the brand’s popularity. For example, you will often notice that the call-to-action buttons are a specific color designed to persuade you to click on them.
In this article, we will explore the influence of certain color schemes that online brands use to keep visitors on their websites as long as possible. Along this, we will also focus on gambling websites and how their design influences the players.
Color and Persuasion
A well-known marketing strategy worldwide is using colors to influence customers to take action. The art of persuasion is the main characteristic of a marketing campaign, as color may affect purchases. The color scheme will make or break the brand’s success and online engagement.
Online casinos work on the same basis because they want to keep their players on the website for as long as possible. Therefore, they will choose colors that represent wealth and money and that make clients think about winning.
Think about it this way: Why aren’t there many casinos with pastels, for example, baby blue, powdered pink, and so on? That’s because these colors don’t evoke the feeling of a fast win and tend to make you think about coziness or purity. However, casinos want to evoke power and prosperity.
Pursue to Action
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Buttons
One element that a website will strive to make stand out on any website is the call-to-action buttons. On casinos, there are often buttons like “Get offer”, “Deposit” or “Claim Now”, through which you can activate no deposit bonuses. These buttons often have bright colors like red, green, or purple, which create a feeling of urgency to take those specific actions.
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Widgets
Widgets will usually have different types of bright colors and engaging art. Sometimes, the elements inside them become interactive to encourage you to click on them.
Different Colors and their Influence on the Brain
In general, some of the colors that gambling brands use include red, black, purple, gold, and even green. Let’s look at some of them and what kind of emotion they stimulate.
- Red: This color, when used in a gambling environment and especially on a dark background, can stimulate excitement and boldness.
Red as a Pop of Color in Art
Over the years, many brands have made a name for themselves, and thus, customers around the world associate a specific color with them. Some choose the color red to evoke feelings that we’ve previously discussed. But why is the color red so powerful?
A widely-known form of media that we are sure you, too, gladly enjoy is the movie. Each of them comes with a studied cinematography that is also based on colors, and for each of these, there is a certain meaning.
Take, for example, Stanley Kubrick, who repeatedly uses the color red in his shots. And, even if it’s just a small red object on the screen, your brain tends to focus on that one. In a very comprehensive story about Kubrick, design director Rishi Kaneira mentions color as a non-verbal communication.
Next time you play on a gambling platform, notice if and where the website has the color red and what kind of feeling it evokes in you.
When it comes to using the color red in a casino, it is very engaging for call-to-action buttons and logos. That’s because fearlessness can be a characteristic of this color, which makes you go all in with the bets.
Moreover, red tends to intensify your reactions, which means that when you see a red button or a red link, you might want to click it as quickly as possible. This might give you the impulse to deposit quickly.
- Gold: This is, of course, the symbol of wealth as it represents the material of some expensive objects. If you see gold when playing in a casino, you will definitely feel the power of money.
- Green: This color evokes the spirit of banknotes. Whenever you see the dollar symbol in any type of artwork, it will usually be green.
- Purple: Apart from being a bold color, this one tends to give you a feeling of sophistication and a glamorous lifestyle. This, in combination with other bright colors, is used for a VIP scheme, for example, because that’s the level of the most prestigious players.
- Black: Brands, especially casinos, usually use a black background to make the buttons and logo stand out beautifully. In addition, black itself means elegance and luxury.
Black Backgrounds In Online Casinos
Imagine you’re stuck on a dark road, and all you see around you are brightly lit shops. You will most likely want to go to one of these shops. This is the same theory that is available when you play at a casino.
The dark background keeps a soft atmosphere, and your brain tends to focus on the luminous colors. This also gives you the feeling of being at a physical casino. As you might already know, these have an enclosed space where the overall lights are dim or simply provided by the slot machines.
Can a Color Palette Provide Subliminal Messages?
When you visit a website, you cannot actively think about its colors, apart from associating them with being nice to the eye or not. However, your brain works wonders, and for it, colors have subtle meanings that you might not have been aware of before.
As previously discussed, casinos usually have a predominant color scheme of red, black, purple, and gold, or at least two of these combined. Each color stimulates a certain feeling and influences the brain to take certain actions.
If the casino has a golden logo with golden links and their website is overall dark, then your brain will inevitably think about winning. The abundance of gold will give you the impulse to perceive this environment as if a big win is waiting for you.
Moreover, there are times when casinos purposely use bright colors that pop off on dark backgrounds, especially to overstimulate the brain and keep you engaged. This tactic is widely used by gambling sites, meaning you keep playing and depositing on their website.
To avoid being subject to gambling issues, we suggest that when starting to play at a casino, you check if they provide certain tools. Deposit limits and self-exclusion should be available for you. It’s also important to talk to customer support at all times when you need it.
Conclusion
In the end, we can conclude that on a website, if used correctly and to the brand’s advantage, colors can influence what kind of actions its customers take.
Casinos often use this tactic because they want to keep you on their site for a long time, so they use many colors and widgets to provide their customers with lots of stimuli.
