Color Psychology and Web Design Part 2

Color Psychology and Web Design  Part 2

When you are busy with web design for your company usability and aesthetics are key elements.  The colors you choose to use will affect how people will react to your site.

Remember that perception of color is controlled by our brain and deeply affect our psyche.  Specific colors send us social and culturally set messages.  Over time we learn to associate certain colors with certain feeling and thoughts.  Colors can affect our actions and play an important role in the first impression a website makes on a person.  In our western culture blue and green are relaxing colors evoking positive feelings of calmness and hope.  Red can represent joy, passion, energy and vitality.  Yellow inspires happiness, joy, and friendship but can bring thoughts of caution because of it’s use in traffic lights and signs.

Website development will involve both neutral colors and main colors.  Traditional neutral colors are black, white and gray.  They are usually used for the background while bright colors are used for foreground elements.  Neutral colors are usually dominant because of how much space they take up.  They are very important as they give a reader a break, allowing time to digest the content of the page.

Warm colors such as red, orange, and yellow are strong.  They will attract the reader’s attention and draw them to specific elements.  If you use these colors too often on a single page they will lose their positive potential.  Instead they will evoke negative feelings such as anger or aggression turning the person away from your website.

Combining cool colors such as green and blue shades have a calming effect.  Blues also convey a sense of security and loyalty.   Choosing to use more subtle, delicate hues of colors will not always attract the attention of the reader, but they will convey a quiet sense of balance and harmony.

A call-to-action button consists of multiple elements.  Tests have shown that color plays a central role in attracting attention and action.  In research it was found that a company achieved an increase of 11% clicks through to the checkout area of their website just by changing color of that button.

You want to choose bright warm colors such as orange, yellow and red for you most important buttons to maximize sales.  Green can also work well because people tend to associate green with the green light of a traffic light.  By clicking a green button they will have the feeling of moving forward and doing the right thing.  Dark colors such as black, gray and brown are poor choices for buttons leading to checkout and sales so avoid them completely.

While developing your web design consider the psychological effects evoked in your target audience by specific colors.  Use color judiciously.  Neutral colors will allow your clients to think while bright colors will call them to action. Used correctly, color will help draw people into your website and help you to keep customers happily buying from you for years to come.