How To Use Color Psychology In Your Web Design Projects
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Color psychology can be a great tool for web designers, helping to do anything from increase conversion rates to conveying the right vibe for a business. Here are ways that you can use the psychology of color in your web design projects.
First, determine your goal and audience. According to Code Congo, “One study found that it takes just 90 seconds for people to form an opinion on a product and 90 percent of that opinion can be determined by the colors used in the product.” Most often, the ultimate goal of any website is conversions, and you can use color to funnel people toward a conversion. Use a color for your call-to-action button that stands out from the rest of your color scheme to make it stand out. Bold colors tend to work best for this.
Just as important as determining what your goal is for your client’s site is determining who the audience is. Here’s where the psychology of color can really come into play. Different colors play to different audiences. Let’s explore how each color can influence your audience:
Red conveys strength, passion and love. It’s best for sites that want to show energy. Red is a bold and aggressive color and it can be used to suggest the strength of the brand on a website. The target audience for bright red is young people because it suggests a certain “throw caution to the wind” personality, while deeper reds can indicate a rich history and appeal more to older audiences.
Blue conveys trustworthiness, order and peace. It is best for sites that deal with money. Have you ever noticed that PayPal’s color scheme emphasizes blue? In the example below, PayPal uses blue most prominently where it counts – in their logo, sign up button, and call to action.
There’s a good reason for that. The site wants you to think it will take good care of your money. The target audience is professionals, as well as men and women, who both like blue.
This color conveys friendliness, vibrancy and creativity. It’s best for artsy or entertainment sites. Orange is not a bold choice but a comfortable one, which conveys energy without the risk of a red. Younger people are drawn to this color, so while orange is not a strong favorite among men or women, but it is heavily used to advertise children’s wares and sports teams.
Yellow conveys cheerfulness, optimism and warmth. It works best on sites for children. Yellow is a youthful color and its brightness suggests a vibrancy that older people have more trouble relating to.
The color brown conveys a sense of sturdiness and peacefulness. It is honest, down to earth, and sensible. It appeals more to older people rather than younger, and tends to be used subtly on the web, as a background tone rather than for highlights or buttons.
This color conveys environmental awareness, earthiness and friendliness. It’s known for sites with an environmental bent. Going “green” is literally a thing, so it’s no surprise that the color conveys the eco-awareness so many strive for these days. Conscientious, earth-loving types who care about their carbon footprint are attracted to this color. It’s a popular color among both men and women, too.
Historically, purple has conveyed a sense of royalty; this is because the dyes used to creative purple clothing and other materials were quite expensive and could only be afforded by the very wealthy. In modern times, purple is still used to convey a sense of luxury, but it also represents eccentricity and the balance between the excitement of red and the calmness of blue. In fact, it can lean one way or the other depending on tone.
Yahoo has at times flourished and at times floundered as a sort of alternative technology company to Google. Purple is a frequent highlight color on their homepage, from their logo to subheadings and navigation.
Once you understand how colors inherently provoke emotions in your visitors, it becomes easier to select colors that will appeal to your visitors, speak to your authenticity, and get your customers to buy. To learn all the ways to use colors to drive conversions and see key examples, read the full article on Code Congo here.
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