Christina Davison
Branding - CTA color test
In 2023, Trupanion wanted to revitalize their brand and hired a design agency to refresh its overall aesthetic, including new brand colors and messaging. The Creative Director of the Brand and Content team and I collaborated to select the appropriate colors for call-to-action buttons for both online and print materials.
My role
Color tests
User testing
Collaboration with the Creative Director
Color experimentation
I spent some time playing around with colors to see which ones would compliment our brand colors, as well as be accessible to people with disabilities.
Trupanion's new brand colors
CTA color options
Testing the colors to see if they met WCAG acessibility guidelines
I took our top 6 color choices and ran them through a color contrast tester, to see if the label and background color met the AA or AAA WCAG guidelines.
Design preference test
Narrowing the colors down even further, I ran the two colors my Creative Director like through a design preference test, via the Optimal Workshop (now called Lyssna) website. Overall, the purple color won the preference test.
Final results
After sharing the results and debating which colors we should use for our call to actions on the website, the team decided to stick with our blue and our green brand colors.
