Your website needs to do several things at once at any given time, hold a user's attention, persuade them to travel down the sales funnel, be clear (especially in terms of navigation) and a whole host of other functions.
The design of your website needs to influence the users' behaviour, which is why many designers and marketers turn to the psychology of colour when designing or rebranding a website or campaign.
Using the right colours in the right place and in the right amounts can help you to vastly improve conversion rates by invoking certain actions or ideas from the user.
The colours you use for your branding should suit your brand as well as your industry and intended audience, but where do you start? The best place to start is to identify the significance and effect of a few of the main colours to effectively persuade your users in the way you'd like to.
The colour of youthful femininity, invoking emotions of fun and romance is ideal for websites with a particularly female audience, or those wishing to incite fun, innocence and even hearken to the good old days.
Blue is one of the most popular website colours used and signifies a strong sense of trust and calm. eCommerce websites find blue particularly helpful thanks to its calming effect and instilling of trust.
A true power colour which works well in call-to-action elements. Red grabs the attention and stimulates the mind through its association with power, passion and other strong emotions. The warmer the hue of red, the stronger and more comforting. Red is a great colour for websites aimed at younger generations and for brands filled with energy and passion.
The colour of nature, green instills a fresh, peaceful and calm feeling and darker shades of green can be attributed to affluence and wealth. Green is a common colour for environmental websites or organic food sites.
The colour of sunshine and happiness. Yellow symbolises healthy minds free from depression or anxiety, and can be used to incite memories of happiness and sunshine. It's the perfect colour for younger children.
The colour of luxury, flowing with sophistication, elegance and wealth - it's the perfect colour for luxury products.
Orange is a comforting, warm colour which is less overwhelming than red. It grabs the attention and instigates feelings of friendliness, vibrancy and energy while suggesting high levels of creativity. It's a good colour for creative companies to use in their branding.
A metallic colour signifying prestige, power and royalty. It works well with purple and is best used as a colour to complement others.
A versatile colour usually used to bring out contrast in other colours on a website. It's a strong, powerful colour.
As the colour of the earth, brown is a calming colour best used for health and wellbeing websites.