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How to Use the Psychology of Color to Increase Website Conversions?

Color is powerful. It not only influences people’s emotions but their actions too. The psychology of color can help strengthen your brand, encourage sales, and even guide visitors toward specific pages or actions on your website.

Studies show that people decide whether or not they like a product in 90 seconds or less and often 90% of decisions are based solely on color. Research also shows that color can increase brand recognition by 80%.

The color of objects we see on websites and webpages affects our mood in more ways than one. Extensive research has revealed that color affects not just our perception, but also our emotions and buying behavior.

Verbally communicated content delivers half of the message and the other half is completed with non-verbal content which includes all the designs on the website. A website might have content that is persuasive and clear, but the color choices for background and other elements could send a different message. Many companies choose their colors based on personal preference or the corporate logo but fail to realize that the website says much more than what is presented on the conscious level. 

Design elements such as color choice that reach visitors on the subconscious level deliver just as strong of a message as written content. Each color conveys a meaning and reflects particular emotions. Also, not all colors go well with one another. This is what the color theory suggests. An impactful color combination is the one in which one color compliments the other and creates a pleasing experience when viewed as a whole. Only a consummate web design company that knows the intricacies of a good web design can deliver this.  

After all, what is the first thing a website visitor sees when they reach a new website? Colors, colors, and more colors! Let’s take a closer look at what each color means and how even a change of color tone can change perception.

1. White

The color white reflects light, so it strains our eyes when looking at it. In business, white implies fairness and equality. The color white is associated with organization and equality. The color white is also used in designs that are simpler and minimalistic. Minimal is also a new trend.

2. Red

The color red draws attention and ignites excitement. It is an intense and powerful color and as such, is associated with demand and aggression. Red is also known to stimulate our appetite. In business, red is known as a “call to action” color. 

3. Pink

The color pink is a compassionate and nurturing color. It is a non-threatening color that calms and reassures the viewer. It is associated with love and romance. It is also a color associated with girls which is why most brands use pink for their kid’s girls sections on the website.

4. Blue

The color blue, in lighter shades, is known to have a calming and tranquil effect. Darker shades of blue stimulate the mind into thinking more clearly. But, these darker shades can also create feelings of depression and coldness for some people. It’s good for health care, dental, high-tech, medical, science, government, legal, and utilities.

5. Green

The color green is known as the easiest color on the eye. It has a relaxing effect. This is why, interestingly enough, people who are about to appear on a TV show, wait in a green room so they can relax before their appearance.

6. Yellow

The color yellow screams for attention. It is known as the attention grabber! However, yellow is harshest on the eyes and therefore stimulates our emotional side. As a result, if you are going to use yellow as a primary color for your website, make sure you choose the proper shade of yellow so it lifts the viewer’s spirits rather than irritate the emotions. Adding a lot of yellows makes the website look cheap.

7. Orange

The color orange is associated with warmth and happiness. It is also known as an uplifting and optimistic color. It promotes conversation and just like the color red, orange stimulates the appetite! In business, orange encourages adventure and confidence. 

8. Purple

The color purple is associated with wealth and royalty. This color stimulates our minds and encourages intense contemplation. But, be careful as the wrong shade of purple results in feelings that what we are looking at is gross and cheap.

9. Brown

The color brown is known to be a reflective color. Some people also find it to be a supportive color. Brown is associated with natural or organic things because people think of the earth and nature when they see brown. 

10. Grey

The color grey is quite interesting because it is one of the colors that result in no discernible psychological response. However, the lack of color and dullness in gray can be depressing. If the correct shade is not used, gray can have a dampening effect on the colors around it.

11. Black

The color black is associated with authority and power. Black causes feelings of intimidation and control. In certain contexts, can also seem sophisticated and sleek to its viewers.  Black can never go wrong, but make sure you use the right amount of black on your websites because you will be setting your visitor’s mood from that.

Now that you know what emotions colors invoke and how those emotions can enhance your website visitors’ experience, use what color goes with your business and help your business increase sales and conversions.

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Nayab Nazir

Nayab Nazir is an enthusiast performer and fast learner who has had experience in digital marketing and business development. With a creative mind always bubbling with ideas, Nayab never hesitates to take new approaches in marketing. Currently working as Content Strategist at UnitedSol.

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