Can Colors Impact Survey Conversions?

Do your surveys seem to be falling flat when it comes to gathering submissions? A lot goes into improving survey conversions, but did you know that color could be playing a role in why your surveys are not converting? 

Whether you’re gathering feedback from customers or surveying recent event attendees, your color and survey design choices could be impacting whether surveyees hit the final submit button. If you’re interested in learning more about the psychology of color and how you can take advantage of it in your survey design, you’ve come to the right place. , 

Read more: Your Crash Course on Collecting More Survey Submissions 

What is the Psychology of Color? 

Color psychology is the study of how colors impact human behavior, thoughts, emotions, and decisions. Over time, psychologists and scientists have discovered direct connections between colors and the feelings or emotions evoked by them. 

This chart created by UserTesting gives an example of color psychology by displaying the common emotions and themes associated with various colors. 

The image below, created by Neil Patel, also provides a look into the psychology of color and how to align colors with your products and branding. 

While colors are known to evoke particular emotions of feelings, keep in mind that the shade (how light or dark a color is) also impacts people. Lighter shades are usually considered more energetic, while darker shades can create a stronger sense of trust or sadness. 

It’s important to note that the psychology of color changes across cultures and geographic locations. There are also some major differences in preference and reaction to colors between genders and age groups. 

The most important thing to keep in mind when considering how color can play a role in your survey conversions is to always think of your audience first. Unless you’re deploying one survey to hundreds of thousands of people, your survey audience will probably encompass a particular customer persona or demographic group. Use the psychology of color to make smart, informed color choices, but always design with your audience in mind! 

How to Pick Colors for Your Surveys 

Creating a survey can seem daunting, especially when you dig into all the small details like color choices, fonts, questions, and layout. Here are a few tips to help guide you in the right direction when focusing on what colors to use in your surveys. 

Keep Your Audience in Mind 
People of different ages, backgrounds, religions, locations, and genders have different color preferences. When creating your survey, it’s important to have a good understanding of who your audience is so you’re able to design with them in mind. For instance, studies have shown that men dislike purple, but it’s very appealing to women. 

People of different ages, backgrounds, religions, locations, and genders have different color preferences. When creating your survey, it’s important to have a good understanding of who your audience is so you’re able to design with them in mind. For instance, studies have shown that men dislike purple, but it’s very appealing to women. 

Although your audience matters in relation to the colors used in your survey, don’t fall too far down the rabbit hole. As with anything, color psychology isn’t black and white and there are no strict guidelines you must follow. It’s best to start out with a thorough understanding of your audience, perform some research regarding color psychology and color theory, then test from there. 

Branding Your Survey Improves Trust 
If you’re struggling to create an appealing color palette or are short on time, you can never go wrong with adhering to your branding guidelines for your survey design. Keeping your survey colors, fonts, and design consistent with your brand will improve trust and ensure your audience knows who the survey is coming from. This is especially important since survey scams are rampant these days. 

For instance, Formstack uses consistent branding across all of their forms. Branding your surveys can be as simple as adding your logo and an accent color. This will help your organization create cohesive, recognizable, and professional looking surveys and forms. 

Test Color Options 
Once you’ve identified your audience, performed color psychology research, and decided on a few survey color options, it’s time to test! This is the easiest way to truly identify what works best for your audience. Simply change one facet of your survey design or colors while keeping all the questions the same. Create two similar test groups, then analyze the results. 

You can test the color of the: 

  • Submit buttons 
  • Background
  • Headers
  • Questions
  • Welcome screen


Although the submit button plays a massive role in increasing survey conversions, don’t underestimate the power of the welcome screen. This will be the first thing your audience sees, so take special care when designing this crucial part of your survey.

Learn More: Common Survey Pitfalls (and How to Fix Them)

Survey Design Tips

Choosing colors is only one part of survey design. Here are some more tips on how to use colors throughout your survey to improve the overall experience and increase survey conversions. 

Add at Least One Color 
If your surveys are still based only in black and white, it’s time to add some color to the mix. Colors make your surveys more exciting, relatable, engaging, and memorable. In fact, a study found that magazine readers recognize full-color ads 26% more often than black-and-white-ads. Using colors, whether in advertising, forms, or surveys, makes it easier and faster to communicate with your audience. 

Use Complementary Colors 
Clarity is crucial to creating a great survey experience. Using colors that clash can degrade the survey experience and make people abandon your survey at a much higher rate. Use complementary colors to create a beautiful survey display that’s easy on the eyes. Make sure to  avoid using colors that are too similar, especially in regards to laying text on a background. You want to make sure your audience can read your survey to accurately answer your questions. 

Pro Tip: Use the Adobe Color app to discover hundreds of complementary color combinations to use in your surveys. 

Stay Consistent
Keep your colors consistent across every page of your survey. This will create a cohesive look and feel, making it easy for your survey taker to flip through the pages. Don’t distract from the questions with a wide array of colors, graphics, or other design elements. 

Don’t Use Too Many Colors 
Using a few different colors keeps survey takers engaged and the survey visually interesting. But too many colors can create a confusing and overwhelming experience. Use no more than four different colors to keep your survey from looking cluttered and disorganized. 

Read Next: The Do’s and Don’ts of Survey Design 

Create a Better Survey Experience 

In the end, color is just one aspect that impacts survey conversions. Focusing on your overall survey design and aesthetic is what will really push your survey submissions through the roof. 

Creating successful surveys is all about presenting a complete package that’s easy to understand, simple to navigate, and takes just moments to submit. Now that you have a handle on the color component, dig into other factors that impact survey conversions in the ultimate guide to creating effective online surveys. You’ll discover plenty of simple, easy tips on how to launch pristine online surveys that unlock incredible data for you and your team.

Lindsay McGuire

Lindsay McGuire

Lindsay is a digital content SEO specialist, splitting her time between developing SEO strategies and creating content. She is a graduate of the University of Missouri School of Journalism and enjoys all facets of marketing.