We all know that seeing a colour, can effect our emotions and how we relate to something. We also know that by understanding how and why this works, we may be able to create more success (conversions) to what we are trying to do.
Medically, our eyes take in a colour and send this to and area of the brain (AKA hypothalamus) which sends this on as signals, that result in a release of hormones, which effect us in the way of mood, emotion and ultimately, the holy grail of Behavior.
Some research has shown a staggering 85% of a reason to buy a product/service, to be directly attributed to colour.
Knowing what colours to use for your website/advertisement , increases your chances of a sale by 85%!
The field of understanding how colour effects us humans, is called Colour Psychology, and in an article published by Satyendra Singh, it’s found that the average person needs only 90 seconds to make a pre-opinion about a specific product they see, and of this process, between 62%-90% is directly related to the colour.
Any business, no matter what they sell or offer, should understand Psychology of colour and which colours should be used to their ideal client profile. Colour likes, is a very subjective matter, however research can help us understand when and where to use the best colours to achieve our goals.
When using colour in website design, we can recognize:
Children products & Services:
Although children may not be the target audience, their parents may be shopping on their behalf, and have a pre-expectation of what they aim to view.
Using “Lively” colours, such as Yellow, Greeen & Red, would stand out and would be advisable to use.
Clothing and fashion (Women):
Most clothing websites would opt to use darker shades, such as Purple, dark blue & Black.
Using these kids of colours signals chicness appeal.
Of course this would also depend on the target audience, as women out to buy camping gear are not necessarily after the same look & feel as those looking for a business suit.
Generally in Psychology of colour, the following colours can be used as a guide to website designing , taking into consideration the target audience you feel your website product relates to:
What’s Hot: Blue , Green , Black
What’s Not: Brown, Orange, Purple
What’s Hot: Blue, Purple, Green
What’s Not: Orange, Brown, Gray
If you visit most female targeted websites, it’s unlikely you’ll see Orange, Brown or Gray as main colours, but rather see more primary darker colours.
The winning colour across the board is: BLUE!
Blue is probably the most used colour across non gender orientated websites.
Studies show that the colour blue suggests: Trust, Peace, order & loyalty.
However, as a winning colour, blue is also associated with food. So if you operate a website with a food theme, it’s best to completely avoid using blue.
Yellow: The colour yellow is associated with danger & warnings.
Life jackets, life vessels, locks, warning signs, etc. These are normally in yellow, as it stands out and very obvious.
Yellow does seem to place the brain in an instant mode of “Attention” , This is why the big McDonald’s arches work so well on main roads and can be seen from a distance.
Yellow is a preferred colour to a website that wants the visitor to do something quickly.
The colour is typically used in auction websites, and instant buy products.
It is also, as stated earlier, used for McDonald’s fast food – Again this is a signal for quick.
Looking to build a website selling outdoor, eco-friendly or organic products? Green!
Yes, it’s obvious that Green would be the ideal choice here, as it’s associated with the outdoors, however its also proven that green is a colour that promotes creativity
Green is also a good selection for a Call For Action button.
These action buttons would normally be found as the action the website wants you to take, such as “Select” , “Start Now”. The Green, and the word Green, actually have a nature feel, similar like saying “It’s a Green product”.
In Psychology of colour, Using the right colours is important to boost conversions.
Even if you already have an existing website, and there isn’t a whole lot you can do to change it, you can either be a sounding voice that change should be considered, or try to use complementary colours, in new pages or advertisements, that both work well with the website and target the right demographics.
The last and final Psychology of colour choice, is: White.
Similar to make-up, you don’t want too dress-up your website with too much colour, as it will create an opposite effect to the desired. White is a great colour, and probably the best colour to use as base. White will help your other colours stand out in the way you want them to, so embrace the White.