In order for a web design to be successful, it has to do things simultaneously. It must have visual appeal. It must be user-friendly and provide easy navigation. Websites also must be designed to catch someone’s attention and keep it. When all of these elements are in place, visitors to the site will go with its natural flow and will be more apt to heed the site’s call to action.
Influencing users’ behavior is one of the main objectives of a positive web design. Since there are proven correlations between color and human behavior, many successful web designers consider color psychology when they are creating their websites. The use of color and other cultural references infer positive feelings to potential customers.
Studies have shown that many human emotions are associated with colors—especially when they are artfully blended with cultural references. When used in fonts, designs, and pictures, colors send powerful psychological messages to people who are browsing the website.
Red is the most prominently used out of the three primary colors (the other two being yellow and blue). It is an energetic color that displays strength, excitement, and vitality. When people see red, it immediately draws their attention. Red is never subtle and often implies a demand for action. This is why it is universally used for warnings, like stop lights and signs. Web designers also incorporate red to add youthful energy to their sites.
As a secondary blend of red, orange also adds zest and action to a website. Although it does not have the flare of red, it still draws the user’s attention. Our eyes naturally zone in on orange, which makes it the perfect color for hunters’ clothing and hazard barrels. It is often associated with working. Orange whispers of the tropics, especially when it is paired with yellow.
This primary color represents light, energy, and sunshine. It is used a lot on websites that are geared toward children, because they often love its fun glow. Yellow quickly bring the user’s attention to important words and phrases in the web design. It highlights and enhances the page. Darker shades of yellow may suggest authority, age, and wisdom.
Nothing adds a more natural touch to a web design than green. Green is the predominant color of grass, plants, and trees. It speaks of terrestrial energy, conservation, and an appreciation of Earth. No wonder ecologists and conservationists coined the term “green movement”. Just about every website that has to do with nature or conservation incorporates shades of green in their design. Green can be relaxing, while it revives the connection between the website users and nature.
Blue is a primary color that has long been associated with peace, serenity, and sincerity. Attorneys will often advise their clients to wear shades of blue to express loyalty and sincerity to the court. Light blue reminds people of the skies, spiritual matters, and openness. It is subtle and relaxing, like the gentle colour palate of a Monet painting. Dark blue implies experience and authority. It is also a predominant colour in corporate or government websites.
For centuries, purple has been associated with royal authority; so it is often used to suggest luxury and abundance. It can be seen on a lot of websites for expensive jewelry, clothes, and other fancy things. Purple is a spiritual color that invites mystery and makes the website user want to find out more. Light purple (aka lavender or lilac) is one of the most popular pastel colors and is used to show femininity, spring, and romance. Little girl’s toys often use purples and pinks.
Pink is a light red; however, it does not have the effervescent energy that its sister color has. It is the ultimate hallmark of femininity and grace. Pink is a very calming colour and has been used for years as a paint color in mental health facilities. Pink is light and sweet and is often a main color for websites that promote candy and desserts. It speaks softly of love and motherhood and a dainty playfulness.
Like green, brown is synonymous with nature and the Earth. It is masculine and woodsy and portrays a feeling of primordial strength. Since we naturally associate brown with trees, website designers often use it for sites that promote ecology and anything to do with wood. Hardware stores use a lot of browns on their sites. Lighter brown (beige) is an iconic neutral and can tie in different colors. It also makes people think of gardening and of sandy beaches. It gives an Earth connection just like green does.
In the color spectrum, black is a complete absence of light. However, black is rich and sophisticated when it is used in a web design. When paired with white, it is the ultimate chic statement and automatically gains the user’s attention. Black can also be fun and nostalgic, or it can be shrouded in mystery. It all depends on the mood that the website is trying to convey.
White light is a combination of the color spectrum and represents purity and innocence. Adding some white space in a web design makes reading easier and directs the user’s focus. White is uplifting and can make other colors pop. Its opposite, black, is a classic match.
Gray is the mixture of black and white and adds a balance of light and shade to the web page. It whispers dignity and confidence. One of the latest pairings with gray is various shades of yellow. Gray is harmonious and restful to the eyes. It also hints that there is more to come.
Using color psychology wisely can make the difference between an impressive website or a mediocre one. For most industries and other interests, there are a plethora of competing websites. Judicious use of color, font sizes, and open space makes the page more readable and fun to explore. When customers are sold on the website, they are more apt to be interested in the product or service. This is what color persuasion is all about in marketing.