{"id":3275,"date":"2022-03-06T14:57:00","date_gmt":"2022-03-06T17:57:00","guid":{"rendered":"https:\/\/www.mlpaper.com.br\/blog\/?p=3275"},"modified":"2022-03-07T18:36:09","modified_gmt":"2022-03-07T21:36:09","slug":"a-influencia-das-cores-no-momento-da-compra","status":"publish","type":"post","link":"https:\/\/www.mlpaper.com.br\/blog\/2022\/03\/06\/a-influencia-das-cores-no-momento-da-compra\/","title":{"rendered":"A Influ\u00eancia das Cores no Momento da Compra"},"content":{"rendered":"\n<p>Muito se fala sobre a <strong>Influ\u00eancia das Cores no Momento da Compra<\/strong>,\nprincipalmente na cor do &#8220;Bot\u00e3o Comprar&#8221;. \u00c9 evidente que as cores s\u00e3o\naliadas no layout de um site, mas ser\u00e1 que ela faz realmente diferen\u00e7a em\ntermos de taxa de convers\u00e3o?<\/p>\n\n\n\n<p>A <strong>Influ\u00eancia das Cores<\/strong> na psicologia torna not\u00f3rio este fator, e nos faz refletir ainda mais neste aspecto t\u00e3o importante que pode tanto atrair quanto repelir clientes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Influ\u00eancia das Cores para o Bot\u00e3o Comprar<\/strong><\/h3>\n\n\n\n<p>Durante a compra efetiva \u00e9\nimprescind\u00edvel que se fa\u00e7a bom uso de t\u00e9cnicas variadas, a fim de atrair a\naten\u00e7\u00e3o total do cliente. <\/p>\n\n\n\n<p>Atualmente, existem diversas ferramentas para realiza\u00e7\u00e3o de Testes A\/B para essa fun\u00e7\u00e3o do seu site. A mais atual, pelo menos at\u00e9 a data deste post \u00e9 a ferramenta de <strong>Google Analytics Content Experiments<\/strong>, que veio para substituir o <strong>Website Optimizer<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class='embed-container'><iframe title=\"E-Book Gr\u00e1tis - Impress\u00f5es Gr\u00e1ficas ! 10 Dicas para baixar os custos de seus materiais gr\u00e1ficos\" width=\"1920\" height=\"1080\" data-src=\"https:\/\/www.youtube.com\/embed\/Tx9R51ok6Iw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>Muitos desenvolvedores sabem da\nimport\u00e2ncia que a cor dos bot\u00f5es call-to-action, os bot\u00f5es que levam a uma a\u00e7\u00e3o\nem um site, t\u00eam para o aumento da taxa de convers\u00e3o e isso n\u00e3o \u00e9 nenhuma\nnovidade.<\/p>\n\n\n\n<p>Para atestar a efic\u00e1cia do bot\u00e3o verde, elaboraram um teste A\/B em uma situa\u00e7\u00e3o real para saber se o verde realmente gerava mais convers\u00e3o.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Teste A\/B<\/h3>\n\n\n\n<p>As cores escolhidas para o teste foram o\nverde e o vermelho por serem opostas. O verde \u00e9 uma cor que carrega consigo a\nconota\u00e7\u00e3o de \u201cSiga\u201d enquanto o vermelho \u00e9 associado ao \u201cPare\u201d.<\/p>\n\n\n\n<p>Na sua opini\u00e3o? Qual gerou mais cliques?\nNote que a \u00fanica coisa diferente nas duas p\u00e1ginas \u00e9 a cor do bot\u00e3o. Textos e\ndiagrama\u00e7\u00e3o foram mantidos exatamente iguais tanto numa quanto na outra.<\/p>\n\n\n\n<p>Ap\u00f3s 2.000 views, o bot\u00e3o vermelho\nrecebeu 21% mais cliques que o verde.<\/p>\n\n\n\n<p>\u00c9 isso mesmo! Apesar do peso negativo\nque a cor traz, ela fez com que o n\u00famero de usu\u00e1rios que efetuaram o cadastro\naumentasse em quase um quarto.<\/p>\n\n\n\n<p>N\u00e3o se sabe exatamente os fatores que\nlevaram ao aumento significativo da convers\u00e3o para quem visualizava o bot\u00e3o\nvermelho, mas repare na figura abaixo:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"650\" height=\"400\" src=\"https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/12\/A-Influencia-das-Cores-mlpaper-teste-maca.jpg\" alt=\"A Influ\u00eancia das Cores no Momento da Compra\" class=\"wp-image-3277\" srcset=\"https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/12\/A-Influencia-das-Cores-mlpaper-teste-maca.jpg 650w, https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/12\/A-Influencia-das-Cores-mlpaper-teste-maca-300x185.jpg 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/figure>\n\n\n\n<p>Quando voc\u00ea olha para a figura o que\nvoc\u00ea v\u00ea?<\/p>\n\n\n\n<p>1 \u2013 Uma ma\u00e7\u00e3 vermelha no meio de um\nmonte de ma\u00e7\u00e3s verdes?<\/p>\n\n\n\n<p>Ou<\/p>\n\n\n\n<p>2 \u2013 Um monte de ma\u00e7\u00e3s verdes com uma\nma\u00e7\u00e3 vermelha no meio?<\/p>\n\n\n\n<p>Voc\u00ea pode deixar sua resposta no espa\u00e7o\nde coment\u00e1rios abaixo, mas tenho certeza que a resposta com maior incid\u00eancia\nser\u00e1 a n\u00famero 01.<\/p>\n\n\n\n<p>Isso significa que a cor ideal para o\nbot\u00e3o call-to-action \u00e9 aquela que \u00e9 imediatamente percebida na p\u00e1gina de forma\nque o usu\u00e1rio saiba onde precisa clicar sem ter que procurar ou mesmo pensar.<\/p>\n\n\n\n<p>Por isso, para destacar o seu bot\u00e3o\nescolha cores que chamem a aten\u00e7\u00e3o, com bastante contraste com os demais\nelementos do site, em um tamanho que seja f\u00e1cil de localiz\u00e1-lo e, acima de\ntudo, fa\u00e7a testes A\/B para se certificar que voc\u00ea realmente fez a escolha\ncerta.<\/p>\n\n\n\n<p>Vejamos algumas caracter\u00edsticas que\nprovocam rea\u00e7\u00f5es diferentes em fun\u00e7\u00e3o do p\u00fablico no seu site:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Influ\u00eancia da Cor (<strong>Vermelh<\/strong>a)<\/h3>\n\n\n\n<p>A cor Vermelha traz consigo energia e\ndesperta o usu\u00e1rio, de modo que sua frequ\u00eancia card\u00edaca se altera, gerando a\nsensa\u00e7\u00e3o de urg\u00eancia de compra. Adequado para liquida\u00e7\u00f5es.<\/p>\n\n\n\n<p>Usado em restaurantes para estimular o\napetite e para atrair compradores impulsivos.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Influ\u00eancia da Cor (<strong>Amarel<\/strong>a)<\/h3>\n\n\n\n<p>A cor Amarela indica esp\u00edrito jovem e\notimista, geralmente \u00e9 usado para atrair aten\u00e7\u00e3o.<\/p>\n\n\n\n<p>Boa cor para detalhes importantes, sendo\nusada para prender a aten\u00e7\u00e3o nas vitrines das lojas<\/p>\n\n\n\n<p>Mostra Clareza e lembra parada\/cuidado\n(ou cautela)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Influ\u00eancia da Cor (<strong>Azul<\/strong>)<\/h3>\n\n\n\n<p>Azul sugere confian\u00e7a e transmite a\npercep\u00e7\u00e3o de credibilidade ao consumidor. Frequentemente utilizado em neg\u00f3cios\ncorporativos porque \u00e9 um produto e n\u00e3o invasivo.<\/p>\n\n\n\n<p>Associado com \u00e1gua e paz, cria em senso\nde seguran\u00e7a e promove confian\u00e7a na marca.<\/p>\n\n\n\n<p>Diminui o apetite e estimula\nprodutividade.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Influ\u00eancia da Cor (<strong>Laranja<\/strong>)<\/h3>\n\n\n\n<p>A cor Laranja apresenta conota\u00e7\u00e3o\nimperativa e ativa, usada para chamada de a\u00e7\u00e3o.<\/p>\n\n\n\n<p>Bom para criar Call to Actions como:\nAcesso Imediato!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Influ\u00eancia da Cor (<strong>Verde<\/strong>)<\/h3>\n\n\n\n<p>A cor Verde \u00e9 associada diretamente\nsa\u00fade, tranquilidade, natureza e dinheiro. \u00c9 indicada para transmitir suavidade\ne relaxamento, j\u00e1 que esta cor \u00e9 melhor processada pelos olhos.<\/p>\n\n\n\n<p>Usado nas lojas para relaxar os clientes\ne para promover a quest\u00e3o ambiental.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Influ\u00eancia da Cor (<strong>Rox<\/strong>a)<\/h3>\n\n\n\n<p>Roxa \u00e9 a cor mais indicada a produtos de\nbeleza anti-idade e rejuvenescedores, associado com realeza, sabedoria e\nrespeito.<\/p>\n\n\n\n<p>Representa uma marca, servi\u00e7o ou produto\ncriativo, inteligente e imaginativo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Influ\u00eancia da Cor (<strong>Rosa<\/strong>)<\/h3>\n\n\n\n<p>A cor Rosa remete ao romantismo e \u00e0\nfeminilidade, indicado para produtos destinados \u00e0 adolescentes, bem como\nprodutos de uso pessoal feminino.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Influ\u00eancia da Cor (<strong>Preta<\/strong>)<\/h3>\n\n\n\n<p>O Preto \u00e9 classicamente relacionado ao luxo e poder, ideal para produtos sofisticados.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" data-src=\"https:\/\/mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/06\/MLPaper-Etiquetas-R\u00f3tulos-Materiais-Gr\u00e1ficos-1024x222.jpg\" alt=\"ML Paper Conceitos Gr\u00e1ficos\" class=\"wp-image-969 lazyload\" width=\"256\" height=\"56\" data-srcset=\"https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/06\/MLPaper-Etiquetas-R\u00f3tulos-Materiais-Gr\u00e1ficos-1024x222.jpg 1024w, https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/06\/MLPaper-Etiquetas-R\u00f3tulos-Materiais-Gr\u00e1ficos-300x65.jpg 300w, https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/06\/MLPaper-Etiquetas-R\u00f3tulos-Materiais-Gr\u00e1ficos-768x167.jpg 768w, https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/06\/MLPaper-Etiquetas-R\u00f3tulos-Materiais-Gr\u00e1ficos.jpg 1290w\" data-sizes=\"(max-width: 256px) 100vw, 256px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 256px; --smush-placeholder-aspect-ratio: 256\/56;\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong>E ai gostou ? <\/strong>Curta ! Compartilhe !<\/p>\n\n\n\n<div class=\"wp-block-columns has-5-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><a href=\"https:\/\/www.mlpaper.com.br\/blog\/contato\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/07\/botao-contato-220x300.png\" alt=\"Contato ML Paper\" class=\"wp-image-1742 lazyload\" width=\"80\" height=\"150\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 80px; --smush-placeholder-aspect-ratio: 80\/150;\" \/><\/a><\/figure><\/div>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><a href=\"http:\/\/api.whatsapp.com\/send?phone=5511944494022\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/07\/botao-whatsapp-220x300.png\" alt=\"WhatsApp ML Paper\" class=\"wp-image-1743 lazyload\" width=\"80\" height=\"150\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 80px; --smush-placeholder-aspect-ratio: 80\/150;\" \/><\/a><\/figure><\/div>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><a href=\"https:\/\/www.facebook.com\/mlpaper\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/07\/bot\u00e3o-facebook-220x300.png\" alt=\"Facebook ML Paper\" class=\"wp-image-1744 lazyload\" width=\"80\" height=\"150\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 80px; --smush-placeholder-aspect-ratio: 80\/150;\" \/><\/a><\/figure><\/div>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><a href=\"https:\/\/www.instagram.com\/mlpaper\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/07\/Botao-instagram-220x300.png\" alt=\"Instagram ML Paper\" class=\"wp-image-1745 lazyload\" width=\"80\" height=\"150\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 80px; --smush-placeholder-aspect-ratio: 80\/150;\" \/><\/a><\/figure><\/div>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><a href=\"https:\/\/www.youtube.com\/channel\/UCZJIZj6iUfeyR3PhoEEs0YQ?view_as=subscriber\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.mlpaper.com.br\/blog\/wp-content\/uploads\/2019\/07\/botao-youtube-220x300.png\" alt=\"YouTube ML Paper\" class=\"wp-image-1746 lazyload\" width=\"80\" height=\"150\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 80px; --smush-placeholder-aspect-ratio: 80\/150;\" \/><\/a><\/figure><\/div>\n\n\n\n<p><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-text-align-center\">A <strong>ML Paper Conceitos Gr\u00e1ficos<\/strong> tem outras mat\u00e9rias que voc\u00ea n\u00e3o pode perder!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mat\u00e9rias Recentes<\/h3>\n\n\n<ul class=\"wp-block-latest-posts__list wp-block-latest-posts\"><li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/www.mlpaper.com.br\/blog\/2025\/03\/19\/tags-para-bijuterias-por-que-a-apresentacao-faz-toda-a-diferenca-saiba-como-conquistar-clientes-impulsionar-suas-vendas-e-lucrar-mais\/\">Tags para Bijuterias: Por que a Apresenta\u00e7\u00e3o faz Toda a Diferen\u00e7a? 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A Influ\u00eancia das Cores na psicologia torna not\u00f3rio este fator, e nos&hellip; <br \/> <a class=\"read-more\" href=\"https:\/\/www.mlpaper.com.br\/blog\/2022\/03\/06\/a-influencia-das-cores-no-momento-da-compra\/\">Leia mais<\/a><\/p>\n","protected":false},"author":1,"featured_media":3278,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[3,6],"tags":[7,8],"class_list":["post-3275","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dicas","category-marketing","tag-dicas","tag-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Influ\u00eancia das Cores no Momento da Compra - ML Paper<\/title>\n<meta name=\"description\" content=\"Muito se fala sobre a Influ\u00eancia das Cores no Momento da Compra, mas ser\u00e1 que ela faz realmente 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