How great does it feel to see a clear blue sky? What about the autumn reds and oranges of the changing trees? Colors evoke something in us. The study of what and how is called color psychology.
Research has shown different colors create varying psychological effects in those who perceive them. People might feel energized after seeing red, or calmer after looking at deep blue.
That's why color psychology is worth considering as you put together your next website design. It can help you execute your digital marketing strategy by creating the desired emotions in your target audience. Keep reading to learn how.
The Science Behind Color Psychology
Scientists have been researching color psychology for many years. But they still disagree on the exact reasons why colors influence our emotions. Some say it's based on contextual clues and social learning, while others point to more biological causes, citing research on the ways non-human animals perceive color.
However it works, there's a large body of data supporting the idea that colors impact how we feel. That's enough to say you should be thoughtful about how you use them on your website.
Understanding Your Audience
The first step in using color psychology to improve your website is understanding your audience. You need to know how different colors will influence their mood, which can vary based on age, gender, culture, and other factors.
For example, while blue is the most popular color across all age groups, green is the second-most popular color for younger people. But purple takes that spot for ages 50 to 69. So if you want to appeal to millennials and Gen Zers, you might use more green. If you're trying to appeal to baby boomers, purple could be smarter.
You may need to test a few color schemes to see which works best for your unique audience. You could also ask them to complete a survey to gather some data before making these decisions.
Color in Branding
Research shows up to 90% of an initial impression comes from color. That's why it can play such a big role in your branding.
For example, IBM was the most trusted name in computers during its heyday. Its logo used blue to express the trust, security, and dependability it wanted consumers to associate with the company. Green, on the other hand, is often associated with freshness and health. Whole Foods uses it in its logo to induce those feelings in its target audience.
You want your website color scheme and branding to align. That way consumers get a uniform experience no matter how they engage with your company. The best way to achieve this is by creating a balanced palette on your website through color theory.
Creating a Balanced Palette
Color theory is the study of how colors interact with one another and the impressions they make on audiences. It's a super important design principle that will help you create a more aesthetically pleasing website.
Some of the most widely used color schemes for websites include:
- Analogous: Formed by pairing one main color with two colors directly next to it on the color wheel
- Complementary: Based on two colors that are directly across from one another on the color wheel
- Triadic: Formed by choosing three colors that are equally placed apart from one another in the color wheel
You want to follow a color theory idea like one of these when designing your site. Doing so will keep the palette visually engaging without becoming overwhelming for the viewer. There are lots of tools that can help you test out different color theory ideas. Adobe Color and Coolors are two of the most popular and accessible.
Practical Tips for Web Design
Here are a few extra tips to help you get more out of your work with color psychology.
Integrate Color Scheme With Featured Images
First, make sure that the image you feature on your homepage fits your color scheme. You don't want to spend hours researching the perfect colors only to end up diverting their impact with the wrong picture. You may need to edit your homepage photo to make this work.
Use Different Colors To Drive Different Behaviors
The specific actions you want people to take on your website can vary based on where they are. You can change the colors you use on different parts of your site to account for this.
For example, if a visitor is reading an article on your blog, you want them to feel relaxed and intellectually stimulated. But once they reach the CTA at the end of that blog, they should feel urgency so they click.
You can create these emotional dynamics through colors. Set a calm blue backdrop for the blog and then end with a CTA button in a bright color to draw users' attention.
Focus on Contrast and Accessibility
The human brain rejects visual details that are either bland or extremely chaotic. Using contrasting colors on your site can help make sure you don't bore or overwhelm visitors.
It's also important to think about accessibility as you design your color scheme. More than 2 billion people globally experience some sort of visual impairment, and you want these visitors to still get value from your site. A good way to achieve accessibility is by using colors from opposite ends of the spectrum — like black and white or orange and blue.
A/B Test — Relentlessly
Finally, recognize that the first color scheme you try may not be your ideal option long-term. Watch visitor traffic data to see how your color scheme is performing currently — even if it used to be highly effective. When you need to make changes, A/B test them with your original design. This will tell you which version is more effective so you can adopt it moving forward.
Simplify Your Digital Marketing with Expert Help From Pyromaniac Digital
Your website's color scheme can have a direct influence on sales and revenue. But it takes a lot of time, energy, and expertise to do it right. At Pyromaniac Digital, our digital experience and conversion experts can take your problems and build ideal solutions to them. From color schemes to growth strategies, our team can help your business reach all of its digital marketing goals.
Set up a free strategy call to learn more about how we can help.
