How to use the power of colour for your website

Use the power of colour for your website! Sounds grand, but what does this actually mean?

As humans, each colour can evoke certain emotions in us. Have you noticed that you are drawn more to some colours than others? Your response may even depend on your age, gender, personality, mood, your situation, and so on.

This is called colour psychology.

Here are some examples of positive colour connotations:

Red:

Power, Excitement, Strength

Orange:

Confidence, Warmth, Innovation

Yellow:

Optimism, Warmth, Happiness

Green:

Health, Hope, Nature

Blue:

Trust, Loyalty, Dependability

Purple:

Wisdom, Luxury, Wealth

Pink:

Imagination, Passion, Transformation

Brown:

Earthiness, Reliability, Authenticity

Black:

Sophistication, Security, Authority

White:

Clarity, Purity, Simplicity

As you can imagine, when applied correctly and thoughtfully, colour psychology can be a potent marketing tool!

So, how can you use the power of colour for your business website?

Here are some useful tips:

Power of Colour Tip #1: Support Your Business Mission

Align your website’s colours with your business mission. Do you provide a wide range of customers with a service or product that requires their confidence and trust? You should consider a colour scheme that evokes this emotion, such as blue, yellow and white. And, if your service or product is creative and innovative, you should choose vibrant colours such as orange and pink (see our KreativeInk website as an example).

Think about the emotion you want to evoke in your website visitors and adapt the appropriate colour scheme. If your current scheme doesn’t reflect this, change it. It’s worth it; recent studies have found that the correct colour scheme can increase conversion rates by a whopping 85%!

Power of Colour Tip #2: Cater to Your Audience’s Preferences

If your business serves a particular target audience, then your website’s colour scheme should be in line with that target audience’s preferences.

A good example is a business that sells toys for children. This business has a very specific target audience. Imagine how disappointing a toy website would look to the children if the business would just focus on instilling trust and confidence in the parents rather than making it exciting for the children.

So, although your business purpose is important, here the customer’s colour preferences must come first.

If you have a particular customer, adapt your colour scheme to please them.

Power of Colour Tip #3: Reinforce Individual Messages & CTAs

Each webpage should have compelling messages and CTAs (Calls to Action) prompting site visitors to act on the information they read on your website.

So, CTAs must be highly visible and tempt the reader to click on them.

Although colour psychology is not the driving force here, the power of colour still plays a significant role in influencing site visitors to notice and click on your CTAs.

Choosing a contrasting colour from the rest of the webpage is one of the easiest and most effective ways to get your prospects to act.

Conclusion

An optimised colour scheme will attract your site visitors and encourage them to engage with and ultimately buy from your business. So, it is worth changing if you find that yours isn’t hitting the mark.

If you need help with assessing or changing your site’s colour scheme to make full use of the power of colour for your website, get in touch.

We are experts in matching your business purpose and/or target audience with the perfect colour scheme for your website.

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