The Colour Connection: How Colour Influences Retention and Conversion Rates

written by Mandy Johnson

In the fast-moving world of digital marketing, where every click counts and attention spans are shorter than a TikTok trend, colour might just be your secret weapon.

At Sketchnotes UK, we work in colour every day — whether we’re creating live illustrations, designing sketchnotes for events, or crafting visuals to help brands tell their story. And we’ve seen firsthand how powerful it can be.

So, what exactly can colour do for your retention and conversion rates? More than you might think.

🎯 Colour Makes Things Stick (In a Good Way)

Memory works better in colour. Research shows that people are more likely to remember visual information when it’s colourful, vivid, and emotionally engaging. That means your brand colours, visual storytelling, and even your presentation slides aren’t just decorative — they’re doing cognitive heavy lifting.

Whether it's a bold coral in your logo or a calming teal in your header, these colours become anchors in the user’s brain. Over time, they start to associate them with your voice, your message — you. That’s how colour boosts retention and builds brand recognition that actually lasts.

🔥 Colour Sparks Emotion (And Action)

Colours don’t just look nice — they make us feel something. Red says urgency. Blue says trust. Yellow says optimism (with a hint of caffeine). When used intentionally, colour helps create the emotional backdrop to your message.

This is especially important for conversion-driven design. Want someone to click that “Sign Up” button? Make it stand out — with a colour that grabs attention and aligns with your brand tone.

That’s why call-to-action buttons, promos, and lead magnets often use bold, warm colours like orange or red. They're not just eye-catching — they're emotion-triggering.

👀 Colour Guides the Eye

In visual communication, clarity is everything — and colour is your best friend when it comes to visual hierarchy. Want to draw attention to a key quote, a juicy stat, or a "Book Now" button? Use contrast. Use pop. Use colour.

By using high-contrast elements in the right places, you help your audience find what matters without overloading them. And when users can navigate easily and intuitively, they stay longer, trust more, and click where you want them to.

In short: good colour = good UX = higher conversion.

💙 Colour Builds Trust

Not all colour choices scream “BUY NOW!” — some whisper “You can trust us.” Cool tones like blue and green tend to communicate calm, professionalism, and stability. And let’s face it — that’s exactly what most of us want when we’re making decisions online.

A thoughtful, cohesive brand palette tells your audience you’ve got your act together. It says: "We're consistent. We're intentional. We're not just winging it." And in a crowded digital world, that builds trust — which drives both retention and conversion.

So, What’s the Takeaway?

Colour isn’t just decoration — it’s strategy.

Whether you're designing a landing page, creating content, or crafting a visual identity, colour choices matter. They help people remember you, trust you, and act on what you’re offering. That’s why we take colour seriously in our sketchnotes, brand illustration work, and every piece of visual storytelling we do.

Want to bring your ideas to life in full colour? Let’s chat. We’ve got the pens (and the psychology) to make it work.