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Top Creatives: How to Select a Color for CTA Buttons

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In a mobile game ad creative, you want to grab a gamer’s attention, attempting to persuade him or her to click-through to a desired app store and download a game. A call-to-action (CTA) button is a visual element within many ad creatives that’s meant to entice a gamer to click it and go to a game’s app store page.

Color is one of the most powerful visual cues to consider in a CTA button. Your choice of color can be the difference between getting a gamer to click-through or not. For the uninitiated, color is more than just a visual property. Colors can evoke different emotions in people, resulting in different reactions. For example, red elicits good luck in China, while the same emotion is associated with green in North America.

You can also train the eye to look at a CTA button from color alone. With the power of science, you can make your CTA button stand out from the rest of a creative by choosing a complementary color for the button. Complementary colors, also known as contrasting colors, are colors that are directly opposite of one another on the color wheel. When complementary colors are next to one another in the composition of a creative, they appear more vibrant to the human eye. For example, if the composition of your creative features a yellow background, you want to use a blue-colored CTA button.

With Thanksgiving around the corner, everyone at Chartboost is champing at the bit to go home and see their family. So for this month’s edition in the Top Creatives series, we analyzed the distribution of colors in CTA buttons among the global top 200 creatives in the Family category across all platforms in October.

CTA buttons in Family game ad creatives were seeing red in October. Red was chosen as the color for CTA buttons in 34% of creatives (above). Red was followed by green and orange, which were both used in 18% of creatives. An honorable mention goes to yellow, which was picked as the color of choice for a CTA button in 14% of creatives.

The color choice for a CTA button in one ad creative doesn’t mean it’ll work for another. There isn’t a one-size-fits-all approach when it comes to color selection. Keep in mind these tips and test different colors for your CTA button to see what works best to improve your conversion rate. Stay tuned to the Chartboost Blog for all the latest insights on trends among the top creatives in the Chartboost Network.