We don’t all respond the same way to the same colors. Color significance can vary from one culture to the next, and we each have our individual preferences. But there is general color psychology that can guide us in the decisions we make when designing websites and other marketing materials.
Red is an energizing color used to convey love, power, and even aggression. With red, context is essential, as well as the amount of red that you use. Used sparingly and in the right way, red can make quite an impact.
Pink is a softened version of red, romantic and hopeful, soothing and compassionate. It doesn’t stimulate the way red does so that it can be a good alternative in the right circumstance. But it can come across as immature, lacking power, so think carefully about what message you want to get across.
Yellow connotes joy. It is the color children use to make a smiling sun. Why is the sun smiling? It just seems happy. Like red, yellow must be used sparingly. Too much yellow can cause feelings of anxiety.
Orange is a soothing color, representing the warmth of home, food, and family. Orange is motivating. The color of dark saffron and marigolds is also the most dominant color in India. You can see how significant orange is within eastern spirituality since Buddhist monks, Sikhs, and Hindu saints all wear the color.
Blue makes us think of purity, dependability, and peace. It is universally well-liked. This is one of the reasons you see it used on prominent social media platforms. It brings a sense of trust and relationship building. The one caveat is that blue can also come across as distant and cold if you don’t balance with other elements.
Purple balances the physical energy of red with the spiritual reliability of blue. Portraying royalty, magic, and courage, it is a color that promotes creativity. If it is overused, it can cause people to become distracted by introspective thoughts.
Green portrays many things, nearly all of them positive. Because nature is filled with an abundance of green shades, we think of green as life-giving, peaceful, natural, healthy, and harmonious. And of course, we associate it with money in the United States since our paper money is green. That is where the only negative can come in. If you wish to portray greed, you can use green for that, as well.
Brown is boring. There. I’ve said it. It’s a beautiful color, but it will never lift anyone up or prompt them to act. That said, it is also safe. It will never upset anyone, either. It’s just…. brown. Avoid it if you can. It won’t add to your marketing campaign at all.
Gold is a luxury color as much as gold is a luxury item. Don’t overuse it or you risk looking tacky and egotistical. It is a great accent color, though, especially when paired with another color that can convey the message you want to get across.
Learn More about Color Psychology for your Website
- Hubspot did a button color test and found a red call to action button outperformed a green one by 21%. That’s amazing! The only thing they changed was the color of the button.
- Iconic Fox has created a fantastic infographic on color psychology.
How to Get Clicks
This brief overview barely skimmed the surface of how color affects our buying decisions. The good news is that you don’t have to become an expert on color psychology. Our web designers and digital marketers understand what makes consumers click. To increase your conversions, contact us today!