When it comes to developing a successful website, it takes more than slapping some images on a colored background. In fact, good design has more to do with the color psychology of a website than you might think.
In fact, as much as 40% of visitors they may not return if they do not like the appearance of a site. So, what can you do to improve conversions?
Understanding the Color Psychology of a Website
Ever wondered why some colors are used for graphics and logos? A very large proportion of them are developed with psychological connections in mind. Graphic designers learn this at college, but what if you don’t have the money or time to invest in these courses?
Let me try to break it down a bit for you.
Various scientific studies show how the particular colors of human beings affect emotional, and sometimes physical, states. Although more research is needed to identify exactly what causes these situations, the results are quite promising.
It is arguable that psychology itself is a complex area to master. After all, what affects one person may not affect the rest in the same way. For example, some will see the color red as a passion while others attribute it more to anger.
In many ways, it takes quite a bit of strategy to come up with the best color combination for websites. There will be many factors at play that are directly related to your target consumer and the goods you offer.
The trick is to find a combination that works best for your organization.
It is quite possible that you will change your color scheme often as some shades seem to increase sales more than others.
Understand Your Target Audience
The first thing you need to establish is your target audience. Who are you trying to engage with on your site? This information will undoubtedly shape the overall design of your website from colors to fonts. You want to make the content interesting for those you want to convert.
Most businesses have a pretty good idea of their target market. For example, beauty and skincare organizations like L´ORÉAL often do not target men. Women are generally the target audience of this particular company.
If you are not sure who your target audience is, use tools such as Google Analytics it can be quite useful. In the Demographics section, you can analyze who visits your site.
According to the screenshot above, you can see that this particular site attracts more women as well as 18-24 year olds. You can then drill deeper into the data if you want more accurate numbers, but you get my point.
The data you get from demographics gives you a starting point for which designs might be most appealing. Remember that you are not going to please 100% of the people 100% of the time. However, the right design will engage those who are more likely to buy your products or services.
Once you have an idea about your target visitor, you can start building a strategy for color schemes.
Know Your Products and Services
The audience is not the only contributing factor in using the best color combination for websites. The products and / or services you provide will also play a role. For example, many gardening and lawn care websites use shades of green that are the symbolic color of nature.
Take a look at most pizza boxes. How much can you think of that uses red in the design at some point? Whether it’s the font or the logo itself, red is used in food products to attract the appetite. Which is good for food products.
Another great example of matching products with colors is organic items. Most organic images will have some form of green in it. This is because green is related to nature, as are organic materials.
But what if you offer something that doesn’t really have a representative color? For example, what colors would you use if you sold computer hardware? If you are not sure what colors to use for products or services, it may be best to focus on emotional connections.
Basic Colors Influencing People
While I could spend hours refining each color shade, I’m going to show you the basics. The following colors are used to inspire and elicit specific responses from individuals. You may want to consider which one is better for your color psychology marketing.
A good place to start may be to look at current design trends on the Internet. Some of these may start pointing you in the right direction in terms of what consumers are looking for.
While both sexes have an affinity for blue over most other colors, men seem to hold it as a particular favorite. It is often a color associated with peace, tranquility and reliability. From a marketing perspective, it is often the color that brands prefer to promote trust.
Blue represents tranquility and relaxation. It’s been used a lot in the corporate world mainly because it’s non-intrusive and “cool.” After all, happy people are more productive. From a marketing perspective, happy people are also more likely to spend money.
I mentioned how many websites and outdoor thinking companies use the colored green to promote nature. It is also linked to health, power and harmony. Because it is used to encourage assertiveness in the brain, it is often the color of choice for buy and call to action buttons on a website.
The most notable use of green in the business world is the designation of wealth. This is why many websites use shades of green to symbolize money. Like blue, this color is also associated with tranquility. In fact, it is often used in color therapy to treat depression.
Yellow is a color associated with optimism and creativity. It also indicates caution and anxiety, which is why most warning signs are yellow by design. Some believe that yellow can be used to draw impulsive shoppers.
If you want to get someone’s attention, yellow is one of those colors that stands out. He is used to grabbing the attention of those nearby. Yellow is a “cheerful” color that resonates with many and inspires people to take action.
Many people have a response similar to orange as they are yellow. It’s a color that shows warmth and calm while inspiring excitement and enthusiasm. Orange was also found to be effective for impulsive shoppers and within confident brands.
Orange is sometimes used in call-to-action buttons. This is because it inspires confidence and a friendly atmosphere. Although not as effective in capturing people’s attention as yellow, it still has the potential to engage visitors as a warm and alert color.
Red has a variety of uses depending on the purpose of the company. It creates a sense of urgency, which is why stop lights are red in most countries. Red also promotes appetite as well as increasing blood pressure and heart rate. This may account for why dating sites often use shades of red in their designs.
Sales ads, clearing islands and website “Buy” buttons are often red. This is because it captures the buyer’s sense that it needs to act now. While buying a product or service may not be a real crisis, the buyer feels it is.
Often symbolic of intelligence and authority, black is one of those colors that almost everyone uses. However, many people will use it because it can mesh with all colors quite well. Not to mention that black text is easier to read on a powder blue background.
Black is a good solid color to use in a variety of situations. However, it can be quite overwhelming if used too much. It should be more of a highlight element rather than a solid part of the design. How many big online companies can you name that use black as the main design element of the site?
Although white is technically an absence of color, it is often considered an element in its own right. It is symbolic for purity, protection and hope. White is also linked to spirituality in many cases.
One example of widespread white usage is Apple, Inc. The company not only uses white purity when designing a website but also in the products that are sold to the public. It is not clear whether Apple promotes spirituality through “i” products, but the company seems to embrace much of the psychology surrounding white consumption.
Effect of Bright Colors
A common use of color palette is to incorporate brighter shades in web design. For example, brighter colors of yellow, green and blue are often associated with them energy and impulse.
Bright colors are more appealing and positive to many people. If you are trying to market a product, being positive is a key element. This is why many organizations use brighter hues to market goods or highlight certain parts of the website.
Yellow is not the only color that is effective in adding energy and a positive atmosphere to a design, though. Basically, any color can give it a brighter shade while providing a similar experience.
For example, it is easier to be “excited” over a design that uses lighter pale green than one that is a deep forest shade.
Generally, people would see the lighter color on the left and feel more uplifting and inspiring. The darker shade on the right seems more authoritative and less inspiring for excitement and energy.
Putting Everyone Together
Many people will simply choose certain colors because of their personal preference. However, marketing good color psychology takes into account emotional connections. This means that the project has a better opportunity to resonate within the target user and lead to boost conversion rates.
Let’s break down the Best Buy color scheme, for example. The company uses blue, yellow and black when designing the website and logo. According to the list above, the focus of the color scheme is to attract reluctant buyers to a reputable company.
Black could be used simply because it is the default color of text or because the company promotes authority. Either way, it works well together.
Walmart’s color scheme is similar, and many people would testify to reckless shopping once they step in through the business’s front doors. This impact is then carried to the cyber world as the company continues to attract those who are quick to spend money.
Would Walmart have the same impact on shoppers if the colors were blue and green? Maybe not. People may even have a completely different attitude to the company.
One afterthought you might want to consider is how color schemes can influence viral content creation. Although there is no actual study focused on viral postings on social media and color scheme, it stands to reason that there may be a correlation between the two.
Avoiding Sensory Overload
One of the most important factors to keep in mind is not to overdo things when it comes to a certain color. It is possible to add too much to the point where the senses are overwhelmed by activity. This applies whether you are building a website or designing a logo.
Often, the simplest additions are the most effective. For example, many people use a standard white background and only offer colors to emphasize category listings or highlight website areas.
You also want to be careful about using excess color. Adding the entire spectrum of the rainbow to a web page is often considered poor design. A site that seems too active has a tendency to push visitors away.
Choose Good Backgrounds
Some of the best website background colors contain nothing more than a pale solid color. It’s supposed to be more of an afterthought rather than an interest. You want people to pay attention to your content, not the background.
You should try to avoid using images in your background unless they are incredibly opaque. Remember, you want to keep the visitor’s eyes on your content. Using an image you extracted directly from your phone as a background, it draws the eyes away from where you want them.
Visitor attention often focuses on why many choose to use either plain or very soft white background colors.
Take Time to Design
While you can just throw any random element you find on your site, you want to take the time to explore what colors will intensify your content. If you can take advantage of certain behaviors as the big brands do by choosing just the right colors, isn’t it worth the effort?
If you use platforms like WordPress, changing a layout is as easy as clicking the mouse. You would not have to be restricted to a less than ideal design. It’s a great platform especially since you can change many of the site’s colors in real time by customizing themes.