Websites have come a long way when you think about color and style. In fact, it wasn’t too long ago that we were looking at flash-based web designs with bright colors, cheesy graphics, and terrible backgrounds. Today, you can choose any color for your website, but there are some that are better than others…
Type of Buyer
Several studies have shown that certain colors appeal to certain types of buyers, which can be an interesting tool for your web design. For instance, according to Website Builder Expert, red, black, and royal blue appeal to the impulse buyer, and are often used by fast food chains and outlet malls. Navy blue and teal appeal to shoppers who are on a budget and can be found in banks and department stores, while clothing stores tend to use pink and sky blue to appeal to traditional buyers. While there are certainly exceptions, you may want to take this into consideration.
It’s a well-known fact that different colors evoke different emotions, and you can use them strategically in your website. Famous brands like Pinterest and Coca-Cola have used the color red to create a certain feeling while others like Facebook and Dell have chosen blue. Each color can promote a variety of emotions, such as:
- Red: passion, energy, force
- Orange: creativity, compassion, determination
- Yellow: happiness, youthfulness, optimism
- Green: money, health, growth
- Blue: safety, friendliness, power
- Purple: exoticism, royalty, sophistication
- Pink: innocence, romance, fertility
- Grey: simplicity, calmness, innovation
- Black: elegance, luxury, mystery
If you want your audience to feel a certain way toward your company, incorporating the right colors can help you do that.
When it comes to the color wheel, there are two groups of colors that web designers tend to take into consideration: analogous colors and complementary colors. Analogous colors fall next to each other on the wheel (such as red and orange) while complementary colors fall opposite each other (such as yellow and blue). If you want to focus on using colors to grab a visitor’s attention, it’s a good idea to choose an analogous color scheme for the majority of your site and use complementary colors to draw attention to call-to-actions, contact information, and other areas of importance.
Like many other things in life, different colors tend to appeal to different genders, and an experiment by McInnis and Shearer dove into the idea. It found that if you have an audience that’s primarily male, you’ll want to choose bright shades of green, blue, and black. If you have an audience that’s primarily female, try soft tints of purple, green, and blue. As an additional note, men prefer neutral colors more than women and neither gender really favors orange or brown.