The Impact of Color on Website Effectiveness

We deal with companies in many industries and of various sizes that need websites built or optimized–either for conversion or for search.  There are many platforms, tools, and design approaches, combined with existing branding elements of the business as well as the personal taste and vision of the decision maker.

Many times the dimension of color is an after thought, a quick decision based on the current color of their logo or brochure, or the personal preference of the owner.  Fact is, color is a critical dimension of any website based on a number of important factors.  The following blog post from Marelise da Silva was originally published at
and highlights how understanding color psychology can impact the success of a website.  Enjoy!
Colour psychology has been around for a number of years and many marketers, retailers, restaurant-owners and interior designers use the analysis of the effect of colours on the human psyche to their advantage.

Some of the basic connotations and emotions associated with colours:

  • Blue: Calmness, stability. Also associated with men, water and depth.
  • Pink: Feminine, romance, soft, tenderness
  • Purple: Royalty, power, spirituality
  • Green: Nature, money, safety, freshness

These are universal colour psychology examples, but how a person is affected by a colour can also depend on a number of things, such as origin, religion and so forth. Some helpful tips for incorporating colour psychology when you are choosing colours for your website can be taken from research that has been done for retailers and other brand marketers.

  • Red on a website: This colour is often associated with passion, danger and excitement. According to marketing research, this colour on a website can be used to stimulate a person to make a quick decision (such as incorporating red into a Buy Now button, for example).
  • Pink on a website: Pink is feminine and calming, which will work well for a website for women’s insurance or websites along those lines. But be careful to not overdo pink because the feeling turns to irritation after the calming effect has worn off.
  • Green on a website: Green is often associated with environmentally friendly products and services, banks and corporate services. Research, however, has shown that website users don’t always want to stay on a green website for too long (if you have to choose green, make sure you get your message across quickly and that the site is easy to navigate).
  • Orange on a website: Orange is associated with affordability and enthusiasm and the colour is well-received in websites aimed at young people.
  • White on a website: The colour is associated with newness and purity. Incorporating white in your website gives it a simple look and feel and it is often appreciated by traditional people. White and grey work very well for business websites where the website user is mainly searching for information about a product or service.

If you are trying to incorporate colour psychology into your web design, make sure you have taken a look at the client’s corporate colours first. Use a colour wheel to find out which other complimentary colours can be used before you get started!

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