The Psychology of Color in Web Design

Studying the psychology of colour is crucial for maximizing your site’s web design. Using the right colours can help put your customers in the frame of mind that compels them to take action. Color has the power to improve conversions by grabbing customers’ attention and triggering the right emotions for sales. Colors often define the public’s perception of your brand and what you stand for.

However, the ultimate question remains unanswered: Which colour is right for my brand? What colour should I choose for maximum impact?

Let’s see how colour psychology works

The colours are divided into two basic groups – colours in the red area of the colour spectrum known as warm colours (red, orange and yellow) and colours in the blue area known as cool colours (blue, purple and green).

The warm colours evoke emotions ranging from feelings of warmth, comfort and cosiness to anger and aggression. Cool colours are as a rule described as calm and tranquil but can also be associated with sadness or indifference.

Big brands create huge marketing campaigns based on the way we perceive the colours and make people buy.

  • Black: Symbol of menace or evil, popular as an indicator of power. Associated with death and mourning, unhappiness, formality, and sophistication.
  • White: Purity or innocence. Cold, bland, and sterile.
  • Red: Evokes strong emotions, associated with love, warmth, and comfort. Still considered an intense and angry colour that creates feelings of excitement.
  • Blue: the colour most preferred by men. Gives the feelings of calmness or serenity. Described as peaceful, tranquil, secure, and orderly.
  • Green: Symbolizes nature and represents tranquillity, good luck, health, and jealousy. Symbol of fertility; has a calming effect and relieves stress.
  • Yellow: Cheery and warm, but can also create feelings of frustration and anger.
  • Purple: Royalty and wealth, wisdom and spirituality, exotic and special.
  • Brown: a natural colour that evokes a sense of strength and reliability, warmth, comfort, and security.
  • Orange: Blatant and vulgar colour, makes you feel excitement, enthusiasm, and warmth.
  • Pink: Associated with love, romance, youth, freshness and may have a calming effect.

Color and Conversions

62% to 90% of purchasing decisions is based on colours! So, digging deeper into the psychology of colour can significantly improve elusive conversions for your website.

Color. It’s everywhere, impacting how we think, feel and behave.

Contrast and Brightness

Brightness also plays a vital role in the success of your website. In general, it’s believed that women prefer soft colours while men prefer brighter colours.

Contrast is another essential colour factor that impacts the website’s readability. No one enjoys struggling to read what’s written on your call for action button or any other part of the website.

Your website’s colour scheme can impact accessibility and usability. Go through your website from the perspective of the user and you’ll know what we’re talking about. According to the psychology of colour, orange, yellow, red, and blue would typically be the best bets. Color hugely influence how we think and feel, and it’s important to put the power of colour to use when creating or redesigning a website.

Making the Most of Color in Your Next Project

Colors can create a very specific mood or impression on a website. Today’s globe is getting smaller and more diverse. Keep in mind that colours in cultures vary. What one culture considers positive might be considered negative by another. For instance, white is associated with death in China while the same colour is worn by brides in Christian countries. Purple is considered feminine is most countries, but it’s also associated with death in Brazil. Therefore, you need to consider all aspects of your audience to zero down on a colour combination that suits your prospective customers the best.

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