Our website is going through a big transformation. We’re aligning it with our brand, improving the user experience, and setting new internal guidelines to improve how we present our web content.

 

Let’s focus on one key insight: colour choices and conversion rates.

 

Our core brand colour is Celestial Blue — a vibrant turquoise.

The Donate button? Fire-engine red. Eye-catching, sure… but not exactly aligned with the rest of the brand.

 

What does Colour Theory say?

🔴 Red — Signals passion and urgency… but in Western cultures, it also means STOP or WARNING.

🔵 Blue — Signals trustworthy, reliable… but can also be seen as cold or distant. 

 

Two perspectives. One question: What works better in this context?

So, we tested it:

Old button: Fire-engine red with white text.

New button: Celestial Blue with black text.

 

The results?

The Celestial Blue button saw an 11.1% increase in completed donation journeys.

One simple colour change = more trust, more action, more impact.

 

Key takeaway:

You can always find a theory to support your idea. But nothing beats 𝘁𝗲𝘀𝘁𝗶𝗻𝗴.

Data cuts through opinions and endless debates.