Impact of Color Psychology in Web Design

BY: ON MONDAY, AUGUST 06, 2018

A color is a powerful form of communication. Since the start of the world wide web in 1991, colors have been widely used by numerous websites in order to attract and convert audiences. Color undoubtedly creates the first impression in the minds of your audiences and we all know that the first impression is the last impression. This is the reason you need to get the color combination absolutely perfect in your website design. Let’s understand the types of color choices and their impact on the minds of the people.


Common Color Palettes

Here are the most common color palettes used in the web:

  • Monochromatic - where certain hues from a specific color like red, green or blue are used in the entire website. Mercato, the online grocery delivery store uses a monochromatic green color theme for its website.
  • Analogous - where the color wheel is used to pick the color that sits next to each other.
  • Complementary - this color combination is used where a high level of contrast is required like the CTA button. Project management suite, Asana, uses a combination of white and purple for its CTA.
  • Triadic - where the color wheel is used to pick three colors that are evenly placed next to each other.
  • Tetradic - this color combination uses a combination of four colors and hence one can expect to have a lot of variation in such a design.


Colors and Their Meanings

You need to understand the meaning of every color before you use it in your design. Let’s understand the meaning of different colors and how it impacts the behavior of the audiences:

  • White - This color is associated with purity, cleanliness and simplicity.
  • Grey - This color resembles psychological neutrality.
  • Blue - In most of the societies, blue is regarded as the color of safety, protection and spirituality.
  • Black - This color signifies security, glamour, efficiency and sophistication.
  • Orange - This color is associated with food, sensuality, fun and passion.
  • Green - This is the color of nature, good luck, money and fertility.


How to Pick The Right Color For Your Website

Think of your target audience before you decide to choose a specific color as the main theme of your site. Follow the below suggestions to get started:

  • Think of the color that can improve your website and brand identity.
  • Find out which colors are the most popular and which ones are the least liked by people.
  • Use a tool like Check My Colors to check the color difference, brightness difference and contrast ratio of colors in your website.
  • Choose a dominant color as your brand color and 1-2 accent colors to create your website.
  • Make sure to note the differences between men and women and their colors preferences.
  • Use complementary colors in your CTA and this is where the user action is most likely to happen.
  • I prefer to use a neutral white color as the background color as this helps to keep the user focus on the product or the information leading to more sales.


Conclusion

Colors influence the way we interpret elements on the website. This is the reason we should not ignore the impact of colors and their role in conversions. Follow the advice provided in the article to understand how colors work and harness their power in your website to raise your sales.



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About the Author

Joydeep Bhattacharya

Joydeep Bhattacharya is a digital marketing evangelist and author of the SEO blog, SEOsandwitch.com. He is a certified Google Analytics expert who holds a decade of experience helping businesses succeed online.

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