Yes, there is such as thing as psychology of color, and it plays a crucial role in web design.
A legitimate sub-field of industrial psychology, the psychology of color focuses on how color affects the way we behave. Numerous studies have shown how color can be used to influence people’s attitudes and emotions. It can be used to calm or anger people.
For example,iIf a coach wants to make his athlete train harder, there are colors that can motivate him or her to do so. Do you want to boost your website’s conversions? Then grab the attention and elicit desired reactions from your visitors by implementing a certain color scheme in your web design.
A web designer worth his or her salt should have an understanding of colors and how people typically react to them. For a start, here are the values and emotions commonly associated with certain colors.
There’s a reason why clearance sales often use the color red: It creates a sense of urgency that can make people rush off to a store (online and otherwise) and buy whatever is on sale. Red is the color of passion, for better or for worse. It’s associated not only with being head over heels in love but also with rage and jealousy.
Reliability. Intelligence. Trust. Safety and security. These are the things that come to mind whenever people see the color blue. It also conveys serenity and calmness. But even if blue is thought to be the coolest color, some may see it as cold and distant. Then there’s the fact that it’s an idiom for sadness.
White symbolizes purity and innocence, making it the most popular color for use during weddings. The healthcare industry is also partial to white as it gives off a vibe of cleanliness and hygiene. White could come off as unfriendly and cold though.
Much of the perception of the color black has changed ever since the phrase “black is beautiful” entered the lexicon. Instead of just signifying darkness and death, black now also projects elegance, sophistication, glamor, and power, among other things. Ads for luxury products often utilize black, and for the right reasons.
Our eyes and brain find the color green easy to process, which is probably why we associate it with health and relaxation. We also know how the color green will be forever associated with the environment. Check out websites that push for environmental causes and products, and you will see how green they are, literally. Some people also think of green as a color that promotes decisiveness.
Yellow is the most cheerful color of all. It can make people feel joy, optimism, and warmth. Some even claim they feel a bit younger when they see yellow. Yellow, however, can get overwhelming. Make your website a little too yellow and visitors could just move on to another site.
The color orange is quite similar to yellow and red in that it gives off warmth and inspires cheerfulness like the former, and creates a sense of urgency like the latter. Many web designers use orange to create strong calls to action.
For a much closer look at the importance of color psychology in web design, check out the infographic below.
About the Author
Stephanie Santos is a content marketer at My Biz Niche. When not scouring the Internet for websites to partner with, she joins 5K fun runs. She’s hoping to level up to full marathons by the end of the decade.