How does color affect customers’ perception of your website? Properly picked palettes can increase conversion and improve user experience. In this article, we’ll tell you how to use color psychology to your advantage and pick just the right shades for your website.
Key takeaways 👌
Colors can significantly impact how users react to your brand
Using the right palette can increase conversions by 23%
Color psychology can help you create the right atmosphere and improve users’ satisfaction
What is color psychology?
So imagine you’re in a restaurant. Waiters come to your table and hand you a very nice menu done in warm, comforting colors – a calm shade of red, orange, and yellow. You might think “Oh, their designer knows what he’s doing” and you’ll be absolutely correct, but for a different reason.
Red, orange, and yellow stimulate appetite – great for stimulating certain purchases if we’re talking about the restaurant. Having the same colors on your website can very easily lead to similar outcomes.
And that’s what color psychology is all about. It’s a science that delves into how emotions and behaviors change under the influence of different colors. What’s the first thing that comes to mind when you see green? – Grass, nature, probably. Yellow? – Sun, energy, optimism. Using these insights you’ll be able to make a website that affects users on a subconscious level.
The color palette in design is like spices in a dish. Even the simplest ingredients can take on a whole new flavor if you choose the right combination. But if you overdo it, you can ruin the entire taste. The same goes for colors: they can enhance the atmosphere of a website, or they can spoil everything if their impact isn't considered.
How to pick colors for a website?
The first thing you should consider when picking a color pallet for your website is your brand and your clients. Who are your daily users? What color would they respond to? Here are a couple of basic principles to keep in mind:
- Values. Your website’s color should be directly representative of what your brand stands for. The most obvious example – if you’re dealing in solar panels or, say, power-generating windmills, then green or earthy shades should be prevalent. “Green energy sources” – the clue is in the name, really.
- Target audience. Youngsters will appreciate some bold and bright colors, while older or middle-aged customers will enjoy something more reserved.
- Contrast and readability. Have you ever tried reading white text on a bright-blue background? If yes, then you might want to consider not doing something like that on your website. Here it’s not only about aesthetics, but functionality as well – dark-shaded text on a bright background or vice-versa is the safest of options.
The example with Airbnb: When the company was just starting, their website was standard and didn't evoke strong emotions. But after a design update, they chose pink color to create a sense of friendliness and warmth. These shades helped emphasize the atmosphere of hospitality and trust. Light backgrounds were also used to highlight property images. This approach improved the website's perception and boosted conversions, making the booking process more comfortable for users.
Color is not just decor. It is a language that speaks about you without words.
— M. Dales, psychologist, and color expert
Meaning of сolors
Be responsible when choosing shades for your website. If your sense of color isn't developed enough to instantly pick the right shades, use a color wheel. Another great option is to test colors with real users, but we'll talk about that later.
We’ve included a chart to help you choose the right colors for your website.
| Color | Emotions It evokes | Examples of use |
| Red | Energy, passion, urgency, danger | "Buy" buttons, promotions, sales, and websites with high emotional impact (e.g., sports websites). |
| Blue | Reliability, calmness, confidence, professionalism |
Banking websites, law firms, technology sites, and platforms focused on stability and trust. |
| Green | Tranquility, health, nature, eco-friendliness, financial stability | Medical websites, environmental projects, health-focused platforms, finance, and green energy. |
| Yellow | Joy, energy, attention, optimism, creativity | Call-to-action elements, creative and youth-oriented brands, startups, and fast-food restaurants. |
| Orange | Friendliness, enthusiasm, attention, creativity, warmth | Call-to-action buttons, creative projects, children's product websites, and limited-time offers. |
| Black | Elegance, luxury, sophistication, seriousness | Luxury brands, fashion websites, premium products, and sites striving for minimalism and refinement. |
| White | Purity, minimalism, space, freshness, simplicity | Personal blogs, content-focused websites, minimalist design, and tech sites. |
| Pink | Tenderness, softness, femininity, playfulness, love | Women's fashion, cosmetics, children’s and parenting websites, influencers, and products targeting young audiences. |
|
Purple |
Creativity, mystery, luxury, wisdom | Design and creative projects, premium products, art, and philosophy websites. |
Want to know how to protect your nicely-colored website? Check out our article Website security tips: How to protect your web resource from threats
Color testing on a website
Use A/B testing to determine which color works best. For example, test two CTA buttons — one red, the other orange — and see which one gets more clicks.
You can test not only buttons but any elements of the website: banners, backgrounds, text, etc.
It’s important to consider the context. For example, blue is great for "Sign Up" or "Subscribe" buttons, as it evokes trust. Red, on the other hand, can be effective for "Buy Now" buttons, as it creates urgency and triggers emotions.
With A/B testing, you can choose the most effective option for your audience, improve the user experience, and increase conversions on your website.
Interesting fact 👀
Research shows that 85% of people make a purchase based on color. Moreover, the right color palette choice can increase user engagement on a website by up to 24%.
Conclusion
The right choice of color for your website can significantly impact its success. Color not only enhances the aesthetics of your site but also serves as a powerful tool for influencing emotions and user behavior. Approach your color palette selection thoughtfully, based on color psychology, and test and optimize to create a website that is not only beautiful but also effective.
Recommended reading 🤓
"The Secret Lives of Color", Kassia St. Clair
The book will explain how colors influence culture and history.
On Amazon
"Color Psychology and Marketing", S. P. Shishodia
A detailed guide on using color psychology in marketing.
On Amazon
"Interaction of Color: 50th Anniversary Edition", Josef Albers
A practical guide to using color in design.
On Amazon
Artyom Dovgopol
Color is not just a visual element. It is a powerful tool for influencing user perception and behavior😉