The Psychology of Color in Ad Buttons

Everyone has heard the myth: "Make the button red, it creates urgency." Or: "Make the button green, it means Go." The truth is more nuanced. It is about Contrast and Expectation.

The Von Restorff Effect (Isolation Effect)

This psychological principle states that an item that "stands out like a sore thumb" is more likely to be remembered (and clicked). If your website is Blue and White, a Blue button blends in. An Orange button screams for attention. If your website is Orange, an Orange button is invisible.

Industry Norms

• SaaS/Tech: Blue/Purple (Trust, Stability).
• Food: Red/Yellow (Hunger, Impulse).
• Eco/Health: Green (Natural, Safe).

The "Big Orange Button" (BOB)

Amazon uses Orange/Yellow. Why? Because it stands out against white, but isn't as alarmist as Red (Stop/Danger). Test it. Usually, the color that appears nowhere else on the page is the winner.