So I get asked about this kinda stuff all the time. Figured I'd put this together so I can just send people the link in the future.
Some underlying psychology to apply to your ad copy / landing pages.
Btw Cashvertising is a good book that goes much further into this.
Creating an emotional response in your consumer is really key to driving sales/leads from your consumer. Reinforcing that with appropriate colors can help.
What are some of the different emotional triggers you can target?
Emotions
http://www.entrepreneur.com/article/205240
Ok so thats alot of info, how does it really apply?
Lets do some examples
Fear Ad Copy for Dating - "Alone forever? Meet Your Soulmate! Signup Today"
Guilt - "Your parents still hounding you for grandkids? Meet your soulmate! Signup Today"
Trust - "Police Endorsed! Online Dating Site! Meet your match! Signup Today"
Value - "Get 2 months free! Meet your Match Signup Today!"
etc etc.
In your tracking if you really want to get fancy..
Pass the type of trigger in your ad copy.
ad1-fear-dating
ad1-guilt-dating
If you track this kinda thing enough, you'll find out which emotional triggers within a vertical "usually work". Its a very good idea to practice writing a few ad copies and pasting them to someone else and asking if they match. It surprises me how often people can totally miss the emotional trigger they are targeting.
Colors
http://www.helpscout.net/blog/psychology-of-color/
Now lets talk about colors. Different colors resonate with different audience groups. You can reinforce your targeting audience at ad level to your landing page / creative, by using the appropriate colors for the audience. This can also reinforce ad copy when used correctly.
If your wanting to have a more indepth chat about this hit me up, and we'll add the useful parts of the conversation to the thread.
Thanks guys!