Most of us are visual creatures and react to different colours. Colours stir up emotion and is able to affect you subconsciously.
You tend to see the colours even before you recognise the text or words.
Therefore, just by changing the colour of your website will greatly affect the conversion rate of your website.
Choosing colours for your website is not just a black-and-white decision.
You can use colour psychology to improve your website and also increase your website’s conversion rate.
Colour psychology is the science of how colour affects human behavior.
Your website colour scheme needs to match your targeted audience. Some topics tend to lend themselves to certain colours.
For example, if the topic is about love and romance, you will expect to see the website colours being red or purple or pink. It is unlikely that the website is going to be in green.
Green colour is likely to be seen in environment related websites.
While pure white and black may work for professional presentation, it is less effective for websites.
Most websites tend to use up to 3 colours or tones.
There are four psychological primary colours – red, blue, yellow and green.
Here is a list of their psychological effects.
Red has the longest wavelength and always grab our attention first. It stimulates and increase the pulse rate.
Red colours are generally associated with love, passion, romance, danger, excitement, action, and adventure.
Apart from that, it’s often used in the headline on a sales page because studies have shown it generated a higher conversion rate than other colours. Thus, it’s also a great colour to grab someone’s attention.
Blue is one of the most popular colours and often, it has a calming effect. Unlike red which raises pulse rate, blue is shown to slow heart rate and breathing.
It is often used to exhibit a professional image. It’s associated with trustworthiness and success. It’s a symbol of water, purity, and cleanliness.
Using blue on your website gives audience a clean and pure feeling. It also helps to cultivates trust.
Look at PayPal and Facebook.
Yellow is actually the strongest colour, psychologically. It actually helps to lift the spirit and improve the mood. It is also the most noticeable of all colors by human eye.
It creates a sense of confidence and optimism.
This is why you often see ADD TO CART Buttons are in yellow.
But at the same time, yellow also represent sign of danger.
So if you are using yellow as the main colour theme for your website, you might be suggesting that your brand is fun and playful.
Green often represents money. It also represents sustainable living, health, and nature. Green is another calming colour that symbolizes life.
Green is ideal for environmental and outdoor products.
Do you know that women don’t like gray, orange, and brown. They like blue, purple, and green.
Do you know that men don’t like purple, orange, and brown. Men like blue, green, and black.
Do the colour psychology on your website presently support the image you want to portray?
Do they have the desired effect on your prospects and visitors?
If you’re unsure, consider making minor changes and testing and tracking results. Test the colour of your headline, background and your forms too.
Colour psychology has a dramatic effect on emotions. It can motivate, inspire, and touch. Take advantage of the effect colour has and use it on your site to help you achieve your goals.