Colors affect our daily lives more than the average person may realize. It’s been proven that every color has its own unique effect on individuals and can even stimulate specific responses. From increasing your appetite to enhancing creativity, memory and motivation, colors play a pivotal role in many of our common acts. In fact, 90% of all product assessments have to do with color and 85% of the reason you purchased a specific product is dependent on its color. Given this information, it’s only natural to assume that color has a major impact on conversions on the web.

Color is amongst the key ingredients to any good web site and one of the most powerful tools of design. An experienced, professional web designer knows its importance and evaluates the psychology of colors, how they’re being used and how it will affect the visitor’s feelings when they land on your site. Thinking of the brand, its identity and its intended affect on the consumer is a must when it comes to design. Balancing psychology-appropriate colors that match the brands existing color scheme can be one of the hardest things to master when it comes to web design, but when you do you’ll be amazed at the difference it can make.

You must know your target market, get into the minds of the consumer and understand the identity of the brand to create the perfect design.

Using the Right Colors to Evoke the Right Emotioncolor emotion guide by

The types of colors you use and how you use them can convey specific emotions.  For instance, cooler colors (blues, greens and purples) often create a feeling of trust, loyalty and professionalism.

In contrast, warmer colors (yellows, reds and oranges) are soothing, warm and rich, but can also convey an impulsive sense of urgency. A good rule of thumb is to test out these color variations when possible, conduct A/B tests and see which works best for your brand and audience.

Color Preferences by Gender

Would a men’s clothing company make their logo pink? Probably not. Design to your specific audience. Do some research into your target demographic – is it gender neutral? Is your audience mostly men? Mostly women? By defining these parameters you will be able to create a design that’s most closely tailored to your brand.
colors & conversions via KISSmetrics

Everything in Moderation

Don’t overdo it by using the entire crayon box. Color is important but too many colors can also be distracting. Choosing the right colors to depict the brand and taking a “less-is-more” approach will help to create a pleasing balance, and inevitably, and more successful endeavor.

Color emotion guide:
Psychology of color and conversions: Kissmetrics
How Colors Affect Conversions: KISSmetrics

One response to “Web Design, Color Psychology & Buyer Emotion

Posted by Clovis Shropshire

Wow, great post Trademark! :)

Posted on January 29, 2015 at 12:18 pm

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