It is a well-known fact that color psychology has a great ability to influence people behavior or induce a specific feeling. Wherever we look we see colors and they are highly associated with certain emotions and meanings, according to psychological and cultural backgrounds. Some of us may not pay special attention to this or analyze a color and its purpose in a given context, even more in such a busy everyday life that we lead. Thus, we see colors everywhere and subconsciously associate them with different emotions or states of body and soul.
According to the color psychology, brands try to position themselves by using colors that would activate a specific emotion and perception. Brand websites are created to sell something, to get more visitors, to satisfy their needs, and to make them come back. Thus, websites represent visual tools that help any company express its message and attract customers or clients. On the Internet, websites have the most powerful psychological impact on the visitor and therefore they become one of the most important communication tools where colors represent a major element that sends a specific message and leaves the user with a specific perception about the business.
Color Psychology and Websites
Choosing appropriate colors for a website design represents much more than just picking your favorite color and using it for your website layout. It is important to know who is your audience and which colors work best for it in order to get the desired response. You won’t be able to fit every visitor’s favorite color option, but the idea is that you determine the color or combination of color that work best for most of your target audience. Thus, studying a little color psychology will offer great opportunities in reaching your audience and driving specific emotions and actions.
So, because it is also highly important to understand the association of different colors with specific emotions and feelings, we have gathered some of the main colors with their most common perceptions.
RED is traditionally associated with love and passion, being a stimulating and exciting color. It is used for showing danger or warning, and it could also suggest determination, boldness, and strength. Regarding web design, warmer reds like brick or maroon are suitable for website that want to suggest lasting qualities. Youthful website suggesting energy could use a more brighter red (true red or tomato).
Coca Cola’s website design uses red as a primary color with a light grey and white in the background, offering a better contrast and visibility. Here, red is associated with excitement, energy and happiness, perceptions that Coca Cola want to transfer to its product.
ORANGE usually suggests energy and enthusiasm, comfort, fun, creativity, and in website design, this color is also associated with affordability. It is a rather “loud” color that users can notice against their will, so it is recommended to be used wisely.
Orange Corporation uses some orange touches in their website design that can be spotted really easy due to the contrast with the dark background. Orange expresses exciting, creativity within the writing and buttons, keeping a comfortable and warm feeling.
YELLOW is considered the most energizing color, being associated with the sun, with happiness and warmth. Bright yellow is most suitable for websites designed for children, as it is able to get their attention. Darker shades suggest antiquity, wisdom and curiosity, being suitable for websites that engage in proving intelligence or a sense of authority.
BLUE is often associated with security, trustworthy, and dependability. It also offers the feeling of peace and tranquility, being extremely suitable for companies providing financial services that need to transit confidence and reliability. Success and experience is suggested by using dark blues, while light blues are most suitable for friendly and open websites, such as social media websites.
Skype.com is using a blue color scheme in combination with white background and some green touches. The light blue suggests friendliness, trust, and professionalism, values that the company wants to transfer toward its product.
GREEN is traditionally associated with nature and positiveness. It also suggests life, good luck, money, optimism, health, and freshness. Green is the symbol of fertility and has a calming effect.
Animal Planet’s website design has a color scheme including colors like green, black, grey and white. While the focus is on the white and green logo, the black and gray offer a more serious and professional look to the website.
PURPLE is traditionally associated with royalty, power, luxury and nobility. It is used in dark version by websites that want to offer a mysterious and elegant look.
PINK suggests tenderness, romance, love, innocence, and is known for its calming effect. It is also associated with youthful femininity and it is a rather playful color.
Due to the fact that Pink is mostly associated with young girls and innocence, Barbie’s website design has several tones of pink and people could easily associate the brand with the color pink.
BROWN represents a natural color usually associated with confidence, relaxation, reliability, comfort, and warmth. It is seen as a conventional color, sometimes with a sophisticated touch.
BLACK, WHITE, and GRAY are usually used as background colors in order to allow brighter colors to make an impact. Still, they transmit their own suggestions and emotions. Black is usually associated with modernity, sophistication and power. White suggests cleanliness, innocence, and simplicity. Grey is a neutral color usually associated with calmness, tradition, and somberness.
As a general rule, every color that you use in the website’s design should appear in more than one place. For example, it can appear in the logo and maybe in navigational graphics or text links. This is because the repetition of the color helps to unify the web page and makes it more pleasant to the eye. Usually, website designs use combinations of colors that creates specific emotions and transmit desired messages to users, but more on using combination of colors for websites in an up-coming article.
Color Psychology - Conclusion
Using the right color scheme is crucial in the process of sending the right message towards the audience. Thus, understanding the color psychology creates a better understanding of how should the website’s design look like in order to create the desired feelings and emotions. Here at Joy Group we are constantly preoccupied with understanding our client’s businesses and their target audience in order to come up with the best solution for their website’s design. If you are looking for a successful website that communicates properly to its audience, contact us and let’s create a powerful communication tool for your business!