Color is not just a visual element – it’s a powerful tool that influences emotions, perceptions and behaviors. For web designers and business owners, understanding color psychology and the science behind choosing website colors can be key to creating an effective online presence. Let’s explore the psychology of color and practical tips for choosing the right website colors to enhance user experience.
There are many facets to building your website. As a part of the process, start by asking yourself the following questions:
- How will your website colors influence customer emotions?
- What impact could your website design and colors have on the decision-making process?
- How can you maintain brand consistency while also being mindful of accessibility when determining primary and secondary website colors?
- Do the colors have any conflicting cultural connotations?
What is color psychology?
Color psychology is the study behind how colors affect human behavior and emotions. As it relates to branding and marketing, color psychology has been utilized for decades, helping businesses craft their visual identity, to better understand the emotional influence colors have on customers and how different colors may influence their decision-making process.
Studies have shown that 90% of snap judgements are influenced by color alone.
Color meaning
Each color can evoke specific feelings and responses. Did you know white symbolizes purity in Western culture but can signify mourning in some Asian countries? Taking the time to research and understand the meaning of colors may influence your choices when it comes to selecting your brand palette and ultimately how to incorporate these specific colors on your website. Below, you can find a simplified guide to colors and their meanings.
Using color to promote inclusion and enhance User Experience (UX)
Colors play a crucial role in navigation, usability and ultimately inclusion especially for those who may have vision or color deficiency challenges.
Did you know about 1 in 12 men have color vision deficiency?
This makes it essential to consider accessibility in website design, ensuring everyone can interact with your website effectively. Before you finalize your web design, consider using accessibility tools to ensure your website is Americans with Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG) compliant.
Additionally, consider how your audience will interact with your site and identify colors to enhance things like using a distinct color for call-to-action buttons to increase conversions. Think about how colors can guide users’ attention and create a logical flow through your website. As a final check, ensure your colors look consistent across all devices. Mobile-friendly color schemes are crucial as more users access websites via smartphones and tablets.
Apply what you have learned
Now that you know more about colors and their meaning, it’s time to choose website colors that apply to your company’s goals. By aligning your color choices with your brand identity and audience preferences, you can create a visually appealing and compliant website. Use the above as a guide in helping influence your decisions when choosing the colors to represent your business and its brand.
Flying Orange has been a trusted development resource since 2007, meaning we’ve seen our fair share of design trends. Feel free to reach out for a free quote. We’re here to help with both ongoing, monthly website maintenance, or full website redesigns. We would love to learn more about your needs.