How The Strategic Use of Color in Web Design Can Increase Conversions

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Web Designing

As a business owner, you’re always looking for ways to increase conversions and revenue. One area that is often overlooked is the design of your website. 

The truth is, your website’s design can have a significant impact on conversion rates. 

In this article, we’ll explore the connection between web design – specifically the use of color – and conversions.

Conversion Rates and Web Design in General

It’s no secret that first impressions are important. When a visitor comes to your website, they form an opinion about your business in seconds. 

If your site looks dated or sloppy, they’re likely to click away and take their business elsewhere. On the other hand, if your site is professional and well-designed, they’re more likely to stick around and learn more about what you have to offer.

Your website’s design should be an accurate reflection of your brand. If you’re a luxury brand, your site should look luxurious. If you’re a down-to-earth company, your site should reflect that. 

Your overall goal should be to create a design that is visually appealing and easy to navigate.

When it comes to conversion rates, the simplicity of your site is key. You want visitors to be able to find what they’re looking for quickly and easily. If they have to search around for too long, they’re likely to give up and go elsewhere. 

Make sure your navigation is clear and easy to understand, and that your call-to-actions are prominently displayed.

Of course, these are just some of the possible things you can apply to your website. You can always discover more by checking out other websites, talking to other experts, etc.

But, let us sum it up – the more attractive your website is, the better it fits your brand, the greater the odds people will visit it, stay on the site, and hopefully make a purchase. Color psychology does all of this and a bit extra. Let’s see why.

What is color psychology?

Color psychology is the study of how colors affect our moods, behavior, and overall psychological state. 

While there is no one definitive answer to this question, research has shown that certain colors can have different effects on our emotions and state of mind. 

For example, the color blue has been shown to promote feelings of calm and relaxation, while the color red has been associated with increased levels of energy and excitement

Using Color Psychology In Web Design

One of the most important aspects of web design is choosing the right colors. Colors can have a profound effect on our emotions and behavior, and this is something that designers must take into account when creating websites.

Designers must also be aware of the cultural associations of different colors. 

In Western cultures, white is often associated with purity and innocence, while black is associated with power and sophistication. However, in Eastern cultures, white is often associated with death and mourning, while black is associated with luck and prosperity.

When choosing colors for a website, it is important to consider the emotional associations of each color. 

The right colors can make a website more inviting and user-friendly, while the wrong colors can make it feel cold and uninviting

Different Aspects of Color Psychology and Their Influence on Your Users

Now let’s dive into some more examples and practices. Even the best UX agency will tell you that theorizing isn’t enough. You need to implement it. 

Analogous Colors

Analogous colors are three colors that are next to each other on the color wheel. When used together, analogous colors can create a feeling of unity and harmony.

Designers often use analogous color schemes when they want to create a website that is visually pleasing and easy on the eyes. 

For example, many websites use a combination of blue, green, and purple because these colors provide a high level of contrast that makes text easy to read.

Other popular analogous color schemes include red, orange, and yellow; blue, purple, and pink; and green, yellow, and orange.

The Hue-Based Theory

One of the most popular theories in color psychology is the Hue-Based Theory, which was first proposed by psychologist Johannes Itten in the early 20th century. 

This theory states that there are three primary colors (red, yellow, and blue) and three secondary colors (orange, green, and purple).

Each of these colors is associated with a different emotion. Red is associated with excitement and arousal, yellow is associated with happiness and optimism, blue is associated with calmness and relaxation, orange is associated with energy and vitality, green is associated with nature and peace, and purple is associated with royalty and sophistication.

Designers can use this theory to choose colors that evoke the desired emotion in their users. 

For example, if a designer wants to create a website that is calm and relaxing, they would likely choose colors like blue or green. However, if a designer wants to create a website that is exciting and energetic, they would likely choose colors like red or orange.

Complementary Colors

Complementary colors are two colors that are opposite to each other on the color wheel. When used together, complementary colors can create a feeling of balance and harmony, similar to analogous colors.

And, just like analogous, designers often use complementary color schemes when they want to create a website that is user-friendly and easy on the eyes. 

For example, many websites use a combination of black and white because these two colors provide a high level of contrast that makes text easy to read.

Other popular complementary color schemes include blue and orange, red and green, and purple and yellow.

Specific Colors and The Emotional Responses They Create

Now that you know a little bit more about color psychology, it’s time to put what you’ve learned into practice. Take some time to experiment with different color schemes until you find one that is perfect for your website. 

Remember, there is no right or wrong answer when it comes to choosing colors. The most important thing is that you choose a color scheme that makes sense for your business and your target audience.

Green

Green is often associated with nature, health, and growth. It can also represent new beginnings, as in the case of springtime. 

Green is a calming color that is easy on the eyes, which is why it is often used in bedrooms and bathrooms. 

In web design, green can be used to create a natural feel or to promote environmental friendliness.

When used in excess, green can be overwhelming and even depressing. Too much green can make a website feel cluttered and uninviting. 

If you want to use green in your web design, be sure to use it sparingly and pair it with other colors that will help balance out its effect.

Black

Black is the color of power, strength, and sophistication. It is often used in web design to create a feeling of luxury and exclusivity. 

Black can also be used to add contrast and make other elements on the page pop. However, too much black can make a website feel heavy and oppressive. 

If you want to use black in your web design, be sure to use it judiciously.

White

White is the color of purity, cleanliness, and simplicity. In web design, white space is often used to create a feeling of spaciousness and calm. 

Too much white, however, can make a website feel cold and sterile. 

If you want to use white in your web design, be sure to balance it out with other colors and elements.

Red

Red is the color of passion, energy, and excitement. It is often used in web design to create a feeling of urgency or to grab attention. 

Red can also be used to convey a sense of danger or warning. Too much red, however, can be overwhelming and even aggressive. 

If you want to use red in your web design, really try not to overdo it.

Blue

Blue is the color of peace, tranquility, and serenity. It is often used in web design to create a feeling of calm and relaxation. 

Too much blue, however, can make a website feel cold and uninviting. 

If you want to use blue in your web design, be sure to balance it out with other colors.

Purple

Purple is the color of royalty, mystery, and magic. It is often used in web design to create a feeling of luxury and exclusivity. 

Purple can also be used to add contrast and make other elements on the page pop. However, too much purple can make a website feel heavy and oppressive.

Pink

Pink is the color of love, care, and compassion. It is often used in web design to create a feeling of warmth and happiness. 

Too much pink, however, can make a website feel childish or overly sentimental.

Yellow

Yellow is the color of sunshine, happiness, and optimism. It is often used in web design to create a feeling of cheerfulness and positive vibes. 

Too much yellow, however, can be overwhelming and even irritating.

Orange

Orange is the color of fun, energy, and enthusiasm. It is often used in web design to create a feeling of excitement and vibrancy. 

Too much orange, however, can be overwhelming and even obnoxious. 

Brown

Brown is the color of earth, stability, and reliability. It is often used in web design to create a feeling of rustic charm or down-to-earth simplicity. 

Too much brown, however, can make a website feel dull and uninviting. 

Conclusion

While it’s important to use color in your web design, it’s also important to use it strategically. 

By using colors that elicit the right emotional response in your visitors, you can increase the chances that they’ll convert on your site. 

So, if you’re looking for ways to increase conversions, consider using color in your next web design project.

Author bio:

Travis Dillard is a business consultant and an organizational psychologist based in Arlington, Texas. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for DigitalStrategyOne.

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