Research has it that a majority of all the product assessments made by customers are primarily based on color and of that percentage, most of the time is the sole reason an individual purchased a certain product. This fact holds for both material and non-material goods. The use of color psychology in this case is used to effect conversions.
There are numerous established companies that have put time and their resources in creating a specific image and building their brand using specific colors. Why all that effort? Because brand recognition from their customers is important as well as beneficial to these companies.
Branding is very dependent on the customers’ perception, and company’s colors in web design can either make them loyal customers or not. Online conversions are hugely affected by the color of the web design.
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This can be proven by the fact that almost half of online customers form their opinions about a website based primarily on the color of the web design and 52% of those online shoppers do not access a website again if they do not like its design and layout.
Different colors have different effect on individuals as clearly explained by the psychology of color. Color affects people’s emotions and attitudes, thus can be able to change one’s preferences and even attract new customers.
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Color is practically existent everywhere, in all aspects of our lives and its use in web design has revolutionized branding for companies. In discussing the use of color schemes in designing a website, you have to extensively go into the interaction of colors through the use of headline types, backgrounds, pop ups and hero images.
The meanings associated with different colors
The psychological effects on individuals due to colors and tones used are numerous. They can excite and stimulate people’s senses and make them experience positive or negative emotions, depending on their personal perception of the colors used and how they complement and contrast with each other on the website.
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Colors when used at the right time, in the correct way and to the right target audience, have different effects on people. They affect people both mentally and emotionally depending on the individual’s personal interpretation of the existing colors.
Different cultures have different meanings associated with each color, as in the case of the color red where it means luck in China and in Germany it means the lack of it. Therefore large corporations before entering new markets invest heavily in research to study and determine the effects of different colors on existing cultures.
Color psychology in relation to color theory
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This is the science that studies the effects of color on human behavior and tries to explain it. Colors are very critical and this is evident in that it takes only ninety seconds for an individual to form an opinion about a product based on its color. Different colors leave different personal and cultural impressions on people, depending on their previous encounters or experiences.
- Red is the color of passion, action and excitement.
- Orange suggests optimism and cheerfulness.
- Green is the color that shows self-reliance and nature.
- Grey indicates stability and somberness.
- Blue is the color of trust, loyalty and confidence.
- Purple inspires imagination and therefore shows creativity.
- Black indicates sophistication, mystery and power.
- White suggests purity, perfection and tranquility.
- Brown is the color of warmth, comfort and security.
- Pink suggests youthfulness and unconditional love.
The usage of neutral colors
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Black, white and grey are some of the neutral shades that exist are commonly used in web designs. They create contrast when used with a lighter shade thus reducing eyestrain for the reader. Black is mostly contrasted with white since black suggests power, sophistication and mystery while white suggests tranquility, purity and perfection. Most websites use this contrast and factor in a hint of grey to create a great web design.
Color scheme generators
Thankfully, there are better ways to generate a color pallet without using a color wheel. You can check out the color scheme generators from an older article from our site:
Most common colors companies use in their websites
Blue
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The color blue has a subtle message of serenity, reliability and trustworthiness. It is thus used by most social media networks since it is also a color of the mind and thus reassures people of effective communication. It can also cultivate users’ trust.
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Why use it?
- To culminate high trust levels in their customers
- To make the customers feel secure
- To make an impression on the users’ intellect
Green
Image source: Greg Dlubacz
This is an intuitive color that suggests outdoors, the environment and nature in general. For any company dealing in Eco-friendly or outdoors activities, this is a great color choice. Using the color for one’s website improves their reputation and standing among those passionate about environmental matters. However, green also symbolizes inexperience and the need for growth.
Image source: Elegant Seagulls
Why use it?
- To create a feeling of freshness
- To inspire and appeal to those interested in environmental matters
- To improve users’ creativity due to its the outdoorsy nature
Orange
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Orange is considered to be a fun color and for good reason. It stimulates mental and physical activity in an individual and inspires confidence as well as competition. It also represents a risk-taking spirit. It is a warm and active color that can be used on a web design especially for companies invested in sports or activities involving children. It sometimes is taken to represent ignorance.
Why use it?
- To encourage risk-taking
- It helps inspire the spirit of adventure
- To market a cheap product
Final thoughts
There are certain guidelines that you can follow when designing for a certain audience. For example, women prefer blue, green and purple to grey, orange and brown. Men prefer blue, black and green to colors like orange and brown. Also, it’s worth mentioning to avoid the color yellow as it used mostly warnings. For those interested in nature and outdoor activities, green is highly recommended.
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