How using the right colour for your brand may get potential clients to contact your firm
When it comes to aesthetics and design, lawyers aren't the first group that springs to mind when it comes to creative flair. However with that being said, many, if not all, legal practitioners have a logo associated with their firm, and if they have a website, some level of thought may have been provided to the appearance of the site (or so we hope). One aspect of design that may have been an afterthought for lawyers is the use of colour - both for their logo and website. It may be difficult to believe, but there may be a connection between the colour used in the branding of your practice, and getting potential clients to contact your firm. Don't believe us? We'll outline why colour may be important for the brand of a law firm.
The psychology of colour and consumer behaviour
Some of the world's most famous brands have utilised colour to great effect. Think Coca-Cola and the colour red, or Cadbury with the specific shade of purple which is associated with the brand. What we're trying to illustrate is the importance of colour.
In addition to brand association, some research has suggested that colour can play a factor in the purchasing behaviour of visitors to a website. For instance, a University of Virginia study showed how red and blue background colours on websites may motivate consumers to make a purchase. Therefore, the use of colour within the branding of your firm cannot be underestimated.
As well as potentially influencing visitor behaviour, colour can also have an impact on the perception of your firm. Let's suppose that your practice is one that deals with a primarily male clientele in the area of criminal law. Yet, the logo and website is dominated by the colour pink. Yes, we realise that sometimes 'real men wear pink', however, in this particular context, it might be doing your firm a disservice due to the fact that the potential male client base may subconsciously associate colour with the personality of a brand. Therefore, if the overall visual elements don't mesh with the other constituent parts of your website, there may be disconnect in how your law firm is generally perceived. This concept is generally referred to as Gestalt psychological theory.
Don't overdo it on the colours though
Although consideration of the visual aspects of your website is essential, the important thing is turning a visitor into a client. Consequently, the colour scheme should not be so dominant that the most significant components, such as calls to action, are lost in the mix. Although with that being said, don't overlook the influence of colour on consumer behaviour.
For your website and online needs, please contact the FindLaw/Firmsite today and our friendly team will help you get started with your online initiative.