Revamp Your Website With Colour Psychology

by Lois Leonard

2 min read

The idea behind colour psychology suggests that colours have subconscious associations that can evoke particular feelings and emotions for your customers. In marketing, it suggests that using particular colours could convince or persuade your customers into action. It’s an arguable theory, since so many people’s reactions to colours are subjective and developed through individual experience, and colours can have varying associations across the spectrum that are positive and negative. Colour psychology can be helpful to understand and think about, considering that 90% of snap judgments made about products come from colour alone.

What To Know About Colour Psychology:

Each colour triggers a certain set of positive and negative emotions depending on the audience. For instance:

  • Red might evoke feelings associated with wrong answers, danger, anger, aggression and can be domineering. For others, it can simulate appetite, can generate excitement, creates feelings of power and determination.
  • Orange is known to simulate conversations and suggests feelings of adventure, cheer and respect. On the other hand, it implies feelings of superficiality, and is viewed as immature in nature.

The first step of using colour psychology in your website design is to familiarize yourself with the psychology associated with each colour, and pick colours that associate with feelings that you’re trying to convey.

How To Use Colours On Your Website

You should adhere to your brand colours and make sure your website is consistent to what you’ve already introduced. Colour psychology is particularly helpful in creating your brand image. If you’re not in a position to completely rebrand and redesign your website according to colour psychology, you can introduce colours outside of your brand on your website through icons, photography, tints, buttons, and other accent colours. For instance, since orange is a colour that generates conversation, it might be helpful to use orange wherever your call to action is related to communication. This might be in a button that says “Contact a representative,” or orange text that prompts the customer to leave a review. Since red stimulates appetite, you might use a red icon to distinguish particular high-selling food-related products on your site. Colour appeals to shopping habits, too. For instance, red, black, and royal blue appeal to impulse shoppers; navy blue and teal appeal to shoppers on a budget; pink tones and sky blue appeal to traditional buyers. This could mean that you use pink to designate normal sales, navy to designate sale items, and orange for clearance items.

How to Determine What Sells Best

The effects of colour psychology vary from person to person. When it comes to picking a colour, you could either go with your intuition or determine your brand objectives and go from there. After you’ve made a decision in determining colours for your brand or website, you could implement a few ways to test their effectiveness. For instance, you could run a survey of friends and family and ask them how each page or element affects their decisions and emotions. On the other hand, you could create two similar pages of your site and run A/B testing to compare two versions of a web page to find out which converts the best.

References & Resources

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