The Importance Of Color In Successful Website Design – Website Color Choices

The Importance Of Color In Successful Website Design

85% of customers say that color is one of the primary factors that they consider when choosing to buy a product.

The use of color in website design has a profound impact on the viewer experience.

Think about it, colors affect people in a deeply psychological, and often completely subconscious manner. They also have the power to make the website experience overwhelmingly positive or negative.

Most web designers recommend choosing up to five colors and using them consistently throughout the website.Colors On Custom Websites 1

Color selection envokes  different responses for different people.

The color palette of your website should cater towards your ideal customer (the age group, gender, and culture of your intended audience), and also reflect the emotional response you wish to stimulate in the potential customer.

Certain colors have the tendency to create calm, excitement, happiness, or distaste – again, depending upon who the website user is.

Another major consideration in website color scheme is readability.

Your pick for background and type color should contrast well for readability without being harsh and glaring to the eye.

Remember, the most common meanings and emotions associated with color. Although different people react differently to colors, there are some common meanings and emotions associated with certain colors.

Here are a few examples:


Black is Powerful and sleek… it communicates power, high-class, sophistication, and expensive luxury.

Based on color psychology black is the signature color of sophistication (think “black tie events” and the “little black dress”), it dominates high-end product packaging and can even make inexpensive or compliated products seem more upscale and “simple”.

Black is the color of power and authority but be careful because in excess it can be intimidating and unfriendly.


Blue represents trust and security.

It is often used by banks and financial institutions. Physiologically, blue is calming, reducing tension and fear.

Blue is the safest color to use in most applications, implying honesty, trust and dependability. It is a great color to use if you are seeking to make people feel secure.


Green is the easiest color for the eye to process. It’s relaxing and often relates to wealth.

Darker shades of greens tend to relate to money, wealth and prestige, while lighter shades of green relate to growth and freshness.

Light greens are used to attract eco-minded clients.


Agressive, often used in calls to action (subscribe, buy, sell, etc)

Physiologically, orange vitalizes, inspires and creates enthusiasm. Conveys affordability, but be careful because too much of it can suggest cheapness. The color is associated with fairness and affordability, which is why you’ll find it at stores offering good value, like Home Depot and Payless Shoes.


Psychologically pink is linked to compassion, nurturing, love, and romance. Its feminine and youthful in its softer shades, with more passion and energy in its deeper shades. Scientists in the Journal of Orthomolecular Psychiatry found that seeing pink slows people’s endocrine systems and tranquilizes tense muscles.

Marketers often use pink to attract women and young girls.


Creates Urgency. Clearence or Sale

It excites and motivates but in excess it can cause anxiety and tiredness

Although plenty of website use this color (and still find success), I would warn that, just like a stop sign, a red placard can make consumers hit the brakes. It serves as an alarm, triggering a more careful consideration to what is being offered.


Royal and calming. Often used in beauty and anti-aging products.

Purple reigns supreme in the beauty industry, especially in the category of anti-aging products. When people see it, they think of royalty. Consequently, it makes them feel like a queen and want to purchase it.


In branding, white suggests simplicity and purity.Physiologically, white is calming as it creates simplicity, organization and efficiency out of chaos. But too much of it can give an impression of sterility, coldness, and detachment.

It also stands for modernity and honesty, which may be why you see it on all of Apples branding (clean and simple).


Is linked to building curiosity and is often used to grab attention. Physiologically, yellow stimulates the brain…. It increases the analytical processes and our logical reasoning. Yellow stimulates the logical side of the brain and mental clarity which can help in decision making. It inspires original thinking and creative ideas.


Brown is a strong, reassuring color that is comforting and reliable. It relates well to businesses that promote down-to-earth and outdoor websites. Be aware that while many men love brown due to its strength, security and practicality… Women can find brown to be boring and too earthy, even dirty.

So think about who you are marketing to and select your colors wisely.


It’s about testing and finding out what “turns on” your ideal customer.

Internet Marketing Experts Loud Media SolutionsColor preference differs from men to women. Men tend to like blue and orange while women are drawn to reds and yellows. Women also have broader spectrum of colors and sense subtle shade variations much more easily.

Viewer age plays a role in color choice as well. Young adults and teens are often excited by bright, vibrant colors and contrast. Older people tend to be more interested in Websites that have more conservative color schemes such as blues, grays, and browns, without glaring contrasts that can tire the eye.

There’s still more, this stuff is important…

Culture and nationality affect response to colors. In the USA and most European cultures, the color white symbolizes purity and marriage. However, in Japan and China, white is a color of bad luck and red is the traditional color of new brides. If your website is aimed at attracting international customers, make sure to learn the cultural beliefs of your visitors.

Blue seems to be a universally safe choice among different cultures, ages, and genders, evoking feelings of peace and calm for most everyone.

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