We share a guide to using colour psychology in web design in this infographic.
We cover examples of using the following colours:
Check out the infographic for more detail.
If you own or manage a business, chances are you’ve thought about how to draw in more customers and keep them coming back.
One way you can do this is by using colours to inspire the emotions of your website visitors and thus increase your conversion rate and revenue per visitor.
Here’s how to use colour psychology to create an irresistible website that encourages visitors to buy from you time and time again.
Pink colour psychology in website design
If you need a little help in creating a website that is responsive, alluring and accessible to your visitors, look no further than pink. A good starting point for most designers is think pink – specifically, fuchsia.
This warm colour evokes feelings of excitement and passion – just what your new site needs. It’s also a great colour to represent femininity, which is why many high-end fashion companies use it on their sites.
Even if you’re marketing towards male customers, there are still plenty of ways to incorporate elements of pink into your design. Think about adding graphics or accents in complementary colours; blue can be especially effective when paired with fuchsia.
Another way to incorporate pink is by using icons or images associated with femininity (like flowers) as decorative elements on your pages.
Blue colour psychology in website design
Blue is a natural, relaxing colour that can help build trust. Websites with plenty of blue hues are less likely to give visitors anxiety, making them more receptive.
This is one reason why Amazon’s simple blue header works so well—it’s soothing and makes visitors feel confident in their purchases. Blue is often associated with corporate websites, as it communicates trustworthiness.
It can also be used on landing pages or squeeze pages—sections of a website where conversion rates are high—as it encourages engagement. As such, adding some blue elements to your site can increase your potential conversions while simultaneously improving user experience.
Your buttons will seem friendlier, your content cleaner and less cluttered, and viewers will remember you better when they move on from your site; these subtle effects all add up for increased profits.
Red colour psychology in website design
Red is associated with passion, strength, power and sexuality. It’s often used on websites that want to give off a feeling of authority or luxury. When it comes to colour psychology in website design, red is one of the best colors you can use for navigation, headers and buttons on your website.
Red will make people stop scrolling because it grabs attention right away. Use caution when using red as it can backfire if not properly utilised. Too much red could be overwhelming so use it wisely where needed.
There are many online stores that have red prominently displayed on their sites for Christmas time. They do so because they know customers associate Christmas time with gifts which are almost always wrapped in some sort of red packaging material.
The associative link between shopping and receiving presents usually causes customers to spend more money during Christmas time than normal months (especially during Black Friday) since they feel like they deserve something after all their hard work.
Green colour psychology in website design
Green is a calming and serene colour that promotes confidence and balance. It’s a popular choice for sites that promote relaxation or wellness, or sell environmentally-friendly products.
With its natural associations, green works well with images of plants and forests. Add a splash of teal, emerald or lime green here and there throughout your site; it makes a big impact without becoming overpowering.
Be sure to use one main accent colour throughout your site; don’t mix multiple shades. It should be used in buttons, headings and call-to-action areas.
Remember, if you plan on using only one dominant colour on your site (green in our example), choose others carefully so they don’t clash! Consider using white text on your green background—this will create contrast between elements on your page for maximum visibility.
Yellow colour psychology in website design
Yellow is often seen as a happy colour, one that people associate with optimism and enthusiasm. That’s because yellow has historically been associated with sunny days—and, thus, happiness.
Yellow can stimulate appetite, improve mental performance and increase stamina. It can also inspire creativity. This makes it ideal for use in your website design, especially if you are looking to create an ecommerce site or one for a creative industry like graphic design or marketing.
In particular, opt for yellow if you want to encourage users to read more on your site or come back more frequently.
You could also pair yellow with another warm color, such as red, to maximise its happy effects while emphasising urgency. If your business appeals primarily to women, men or both genders equally, consider using colours related to their respective genders in your design.
For example, when designing a shopping site for women (or ones aimed at both sexes), consider using pink or purple instead of blue or green.
Purple colour psychology in website design
If your goal is a high conversion rate for your business website, then you need a great design that conveys professionalism and creates a lasting impression on its visitors.
Purple is one of those colours that have been shown to be extremely effective in affecting our emotional state. For example, researchers have found that people who see purple report feeling calmer and more relaxed than before they looked at it.
This study suggests that using purple will help lower anxiety levels on your website so users are able to convert easier. Designing websites with many shades of purple can cause attention-grabbing effects and also give a sense of luxury and classiness.
The royal colour can be used alongside other cool tones such as blue or green because these colours all work well together when used correctly. It’s suggested that cool colours improve moods while warm colours reduce them which makes purple highly useful if you want to communicate positivity through your website design.
Orange colour psychology in website design
There is one colour that stands out above all others in terms of its ability to stimulate positive emotions. Orange has been used effectively by high street retailers such as Next and B&Q for many years, primarily because it can produce a genuine sense of excitement in people’s minds.
It also works well on websites; there is plenty of evidence online showing that orange makes pages much more readable. This makes it a great choice for sites where you want to get your message across quickly and easily.
In summary, orange reflects warmth and happiness which causes users take action immediately.
Be careful though, using too much orange could put some users off instantly due to over-stimulation from directness effects while using too little will cause them not to notice or care about your site at all due to loss of stimulation from under-stimulation effect.
Gold colour psychology in website design
Gold, particularly metallic gold, is often associated with luxury and exclusivity—two of the most sought-after qualities for business owners who want to set themselves apart from their competitors.
A little gold on your homepage or on certain key pages could be enough to entice new leads and turn them into paying customers.
Be careful not to overdo it though; like most colours, metallic gold has its limits. And avoid using too much of any colour; it will overwhelm visitors and send out all sorts of contradictory signals that you don’t want to send (i.e., cheapness/cheap).
Test different amounts in various places on your website so you can determine how much colour will help bring in more profits without driving away potential clients altogether.
Black colour psychology in website design
Black is associated with power, elegance and mystery. It has strong authority and dramatic visual presence. Black can be formal, stylish, upscale or even intimidating.
When designing a website, there are few colours more powerful than black. A black website commands attention, making it perfect for companies who want to display their seriousness and professionalism.
However, that dark background can make some content hard to read. Using black as an accent colour works best when you have plenty of white space around your text for easy reading.
You can also use high contrast themes such as orange and black as long as you keep your website layout light so that users’ eyes do not tire from reading text on a dark background for extended periods of time.
Brown colour psychology in website design
Brown colors evoke a feeling of trustworthiness and security. Brown is also known for being a colour that evokes feelings of stability, safety, and constancy.
By incorporating brown into your website design, you can create a more soothing user experience. Darker shades of brown are particularly effective in calls-to-action (such as buttons) because they give these elements contrast without generating too much visual noise.
The darker brown you use, however, should be warm rather than cool—the best way to avoid grey tones altogether is to stick with deep chocolate or earthy colours such as red brick or terra cotta.