Why you should never use different color buttons to provide order choices

The order page offered three options. Press the 'green' button for option 1, the blue button for option 2 or the red button for option 3.

Sounds simple, right?

The problem? According to recent research, 70% of men are 'color impaired', and 20% are color blind.

Many men in this group can't tell the difference between red, green, or blue (or many other colors).

Often, the only 'color' they see is gray.

Which means if you require customers to choose the right color before they can place an order, you may be building a roadblock for the 70% of men who are color impaired or color blind.

So, when it comes to offering choices, don't make customers choose the right color. Because as many as 70% can't.