When it comes to web design, colour isn’t just about making things look pretty. When designing a website, understanding colour psychology is key in creating sites that not only function well but evoke emotions too. The strategic implementation of colours within a website helps to guide user behaviour and influence decisions on a subconscious level.
WHY SHOULD YOU CARE ABOUT COLOUR PSYCHOLOGY?
Colour holds the power to shape perceptions, set moods and drive action. According to research, between 62% and 90% of a consumer’s initial judgement of a product or brand is based on colour alone. Yes, you read that right, up to 90%! That’s how influential colour can be.
Effective colour usage isn’t just about slapping a few pretty colours on your website, it’s about strategy: selecting colours that align with your brand, resonate with your audience and enhance usability.
THE PSYCHOLOGY BEHIND POPULAR COLOURS
Let’s discuss how different colours can play with our minds and emotions, and how you can utilise them in your web designs.
RED
Red is a bold colour that is usually linked to feelings of passion, urgency and excitement, which is why you’ll often see it on websites of high-energy brands or where quick action is encouraged. It’s a colour that makes people pay attention and that’s why many fast food chains love to use it as well (KFC, McDonald’s, Dominos, Burger King to name very few).
Where to use red:
- CTA’s: ‘Book Now’ or ‘Sign Up’ buttons tend to use red because it creates a sense of urgency.
- Sales banners: highlight discounts and time-sensitive deals in red to grab attention.
BLUE
Blue is the colour of trust and calm. It exudes trust and security which is why you will see so many banks, tech companies and healthcare sites using it. Think about Facebook and LinkedIn- they use blue because it feels dependable and safe.
Where to use blue:
- Corporate websites: if you want users to trust your brand, blue is a safe choice.
- Tech and healthcare industries: blue is ideal for sectors where credibility and reliability are important.
GREEN
Green is the most restful colour to the human eye which makes it a great choice for websites that want to promote relaxation and harmony. It is also one of the easiest colours for the human eye to process which makes it great for sites that want to prioritise a user-friendly experience. It is a connotation for many different things including health, wellness, balance, growth and nature which is why many eco-friendly brands and financial services use it.
Where to use green:
- Environmental/wellness brands: where your brand is all about sustainability, health or nature.
- Financial websites: green can represent wealth, stability and prosperity.
YELLOW
Yellow is the colour of optimism and grabs attention like no other. It’s a sunny and cheerful colour that encourages positivity and energy, making it a great choice for brands who want to appear fun, friendly and approachable. However, yellow can also be overwhelming if overdone so it’s beneficial to use it in moderation.
Where to use yellow:
- Attention-grabbing elements: using yellow for buttons, highlights or promotions helps to draw attention without overwhelming the page.
- Brands targeting younger audiences: yellow has a playful and energetic vibe that works well with younger or creative audiences.
ORANGE
Orange is a similar colour to red- just less aggressive. It is a colour that conveys enthusiasm, confidence and friendliness which is why you may notice that many sports and fitness brands opt for orange, because it encourages action and excitement without the intensity of red.
Where to use orange:
- CTA’s: orange is a great alternative to red for buttons or prompts that need to stand out without feeling too urgent.
- Sports or adventure brands: orange evokes energy, making it ideal for websites that focus on movement.
PURPLE
Purple is a colour that has long been associated with royalty and luxury. It can also be imaginative which makes it perfect for brands that want to convey a sense of mystery or creativity. Purple tends to be a colour that is popular with chocolate brands such as Cadbury and Milka, again demonstrating luxury and imagination.
Where to use purple:
- Luxury or premium brands: if your brand is positioned as high-end or exclusive, purple can help convey that luxury vibe.
DID YOU KNOW? CADBURY’S SIGNATURE PURPLE WAS INTRODUCED IN 1914 AS A TRIBUTE TO THE LATE QUEEN VICTORIA. THIS LINKS TO THE IDEA THAT PURPLE REPRESENTS ROYALTY AND INDULGENCE.
BLACK
Black is classic, powerful and sophisticated. It is often associated with high-end products, fashion and technology, and can create a sleek, modern look that’s perfect for minimalist designs. Black also pairs beautifully with any other colour which is useful to ensure that your website is not too oppressive with too much darkness.
Where to use black:
- Luxury brands: this colour is often used for premium products because it suggests elegance and exclusivity.
- Minimalist or tech designs: black is a modern and sophisticated colour as well as a good base colour.
WHITE
White is all about simplicity, purity and cleanliness. It is not necessarily a colour in the traditional sense, but white space is essential in web design. It allows you to space out your content and improves readability- two things which are crucial in a user-friendly and easily navigable website.
Where to use white:
- Background: it is often used as a background colour because it helps content stand out and keeps the design clean and modern.
- Healthcare or wellness: white is frequently used to convey cleanliness and transparency, making it popular in the medical or wellness fields.
When used thoughtfully, colour is an effective tool in web design. By tailoring your use of colour to your brand, you can elevate your website in a way that goes beyond mere aesthetics. So when you’re next designing a website, think about what you want users to feel when they visit your site, and let the colour do the rest.