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How Strategic Use of Color in Web Design Can Increase Conversions

April 17, 2017


When it comes to professional web design, it seems like new trends and techniques are unrolling every day. Yet some rules are more or less timeless, mainly, the psychological impact of certain color schemes. What may seem like a minor variation in shading can have a significant impact on user behavior and conversions.

What is Color Psychology?

The concept of color psychology is well documented, and findings have even been published in peer reviewed journals. The impact of color has also been studied by countless marketing and design professionals, which is why you’ll frequently see certain color schemes associated with particular industries, products or specials.

The Impact of Color on Marketing

According to research published by Kiss Metrics, 93 percent of consumers say visual appearance is the most important factor in making a purchase. Another 85 percent say color is the primary reason they buy a product.

How Color Psychology Factors Into Design

You can use colors to your advantage if you are aware of some of the basic principles of color psychology. Let’s take a look at a few ways colors impact online shoppers.

Yellow: This color is most often associated with optimism and youthfulness. It’s great at grabbing the attention on shoppers, but should be used sparingly. Too much yellow can be a turnoff.

Red: Use red to create a sense of urgency. Sales are often highlighted in red, a color that increases the heart rate and promotes energy.

Blue: Implement blue if you want to create a sense of trust. Blue is a common color in the business world, particularly in the financial industry.

Green: This is a well-liked color that is easily processed and promotes relaxation. It’s often associated with environmental or natural products or websites.

Orange: A powerful color used to strengthen a call to action. Great option to create immediacy when you want customers to buy or subscribe right away.

Pink: Associated with romance and femininity, pink is usually used to market products for women and young girls.

Black: A mainstay color for marketing luxury. Viewed as polished and sleek. You can’t go wrong with black if you are marketing high-end products and services.

Purple: Another well-liked color that provides a soothing effect. It’s also associated with prestige and royalty.

White: This color promotes cleanliness, virtue and purity. Often used by the healthcare industry, but countless business models embrace designs that are heavy on the white.

Gray: Gray is never a bad choice for professionals. This color also works very well across a wide array of industries, from luxury brands to businesses.

Check out our infographic below and learn important details to consider when choosing the best colors for effective web design.

Psychology of Color on Web Design

color psychology on web design

Read About Web Design Conversion Rate Optimization Here

What Types of Shoppers Do Certain Colors Appeal To?

Impulse Buyers: Red, orange, black and royal blue are colors to use if you are trying to appeal to impulse shoppers who tend to make quick buying choices.

Budget Shoppers: Looking to appeal to budget savvy shoppers? Try using navy blue and teal to create your appeal.

Conventional Shoppers: using shades of blue, rose and pink will appeal to more traditional shoppers. This is a great color scheme to consider if you are selling clothing.

Keeping Your Customers Coming Back

If you want to keep turning visitors to customers and make sure your current customers keep coming back, make sure you are using the right colors that appeal to your shoppers. Nearly half of all shoppers base their opinion of a website based on design alone.
You don’t want to miss the mark and lose out on potential customers by using the wrong color scheme that fails to connect with your ideal customer.

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