Updated: 5 days ago
Call to action buttons, or CTAs, are one of the most useful tools marketers have at their disposal. These big buttons in emails, web pages, or social media posts direct people where to go down the marketing funnel. Whether you are looking for website visits, sales, or some other type of conversion, CTAs are enormously helpful to brands everywhere, especially in the pet industry.
Unfortunately, it isn’t enough to slap a “buy now” button on the bottom of your emails or your website. Your CTA buttons need to be eye-catching without being over the top. They need to call for the user’s attention without obnoxiously begging for it. How can you walk this fine line without over-doing it?
Enter: Brand color palette and consumer behavior.
As discussed in our blog article about using color in branding, color psychology plays an extremely important role in branding and marketing efforts. From meaning to the scheme, color can make or break your pet brand’s marketing efforts.
So, how can you best use color psychology to boost the effectiveness of your CTA buttons?
CTA Color Psychology
Visually optimizing your CTA to best catch people’s eyes is an incredibly effective way to increase your clicks and conversions. The CTA button should not only stand out against the background behind it and the rest of the page, but the copy inside the button should also stand out. For example, if your entire page is red, you should not make your CTA button red despite it performing 21% better than green in a study conducted by HubSpot. It will just blend in with the rest of the page. Make it a color (preferably one of your brand’s colors) that stands out against the red of the page and make the copy inside the button contrast against the chosen color of the button.
More CTA Tips
While color is perhaps the most important thing to consider when creating appealing CTA buttons, there are a few other techniques to consider. First off, while this may seem obvious and might go with the color psychology, make sure your CTA button looks like a button. You don’t want people to skim over it because it looks like a blob with words on it in the corner of the page. From design to placement to coloring, make sure people know it’s something meant to click. That’s your goal, after all.
Before we get to some ReelPaws CTA examples, which words should you be using for your CTA button’s copy?
Consumers respond more to ads that make them consider what they will be gaining instead of ads that remind them they will be losing something (money). People don’t want to think about spending money on a product. We want to think about obtaining the product and what it will do for us. Because of this, your CTA should focus more on words such as “get,” “view,” and “see” rather than words like “buy,” “order,” and “register.” Emphasize the addition to the consumer’s life over the subtraction. Using “get” instead of “order” on a CTA button may not seem like a big difference, but the former outperformed the latter by 14.79% in a case study comparing the two.
Writing your CTA button from the reader’s point of view is a very successful way to increase conversions, as it makes the reader feel they are being spoken to directly. In fact, in some cases this was the single most successful way to increase CTA button clicks. In one instance, changing the CTA from “start your free trial” to “start my free trial” saw a 90% increase in CTR over a three-week period, an astronomical increase in success for such a small change. A more personal message makes your CTA easier and more appealing to click on.
The best way to show you what a good CTA button looks like is to give you some examples. Each of the following was created by the ReelPaws team for clients and use elements of color psychology, a contrasting aesthetic, and proper wording to optimize for pet marketing.
The below image is taken from some of our work when creating branding for Smartmouth dental treats:
This CTA is a great example of using colors in a consistent and eye-popping way. The product packaging has the accessory colors of the dog’s superhero outfit, red and teal. The cape establishes red as a secondary color in the image, making the red CTA button feel very natural, yet it still pops against the white background around it. The white copy inside the button feels easy to read, as much of the image is white.
A few other factors work together to make this a very strong CTA button. Red, as we discussed, is one of the primary colors of the image. It is also the color of youth, which is a great choice for a product such as dental treats; people want to keep their pets young. When you also factor in red buttons being very successful at drawing clicks (again, only if it works with the rest of the page, like here), everything comes together to create a very appealing CTA button.
The below image is taken from some of our work when creating Zignature’s website:
This CTA button does a few things particularly well. First off, yellow and purple are complimentary on the color wheel, making the color scheme feel very natural and appealing. The button is a great example of being eye-popping without trying to do too much. The yellow of the button matches the pre-established yellow from the above text while standing out against the background around it. It is a very simple and effective way to use color.
Beyond that, the word choice inside of the button is great. The word “find” emphasizes the addition to the consumer’s life, rather than the subtraction (having to spend money). As mentioned earlier, additive diction sees more success. This button takes it one step further, stating that clicking on the CTA will specifically allow you to find the solution for your dog. This is a great example of using both colors and copy to your advantage.
The below image is taken from some of our work when creating Catwalk’s website:
This is a fantastic example of putting together a great CTA while keeping things simple. There are only two colors on the page: a dark salmon color and white. The CTA follows suit, only using the same two colors. The button is white, standing out from the background around it, while the copy inside the button matches that background. “Shop now” are the only two words on the page that are not white, so they stand out both within the button and against the rest of the page. If you want to keep things sleek and simple on your website, email, etc., something like this could be a great example to follow.
The below image is taken from some of our work when creating digital content for Silver Honey:
This one is a bit different than the others as it includes two different buttons, but it is an example of comparing two CTAs on the same website. The buttons themselves are yellow, matching the color of the products above. Yellow, in addition, is the color of optimism and warmth, which is a terrific choice for topical wound treatment and a great color to use for the corresponding CTA button. The copy inside of the buttons is black, popping out from the rest of the page while still fitting the proper color scheme.