Colors demand an effect over people’s emotions and behaviors. When picking out clothes, a certain color gets our attention right away in contrast to rather flashy and eccentric ones – unless they’re the colors we roll with. When we purchase a new phone, we pick the color we find more attractive – gold, rose gold, silver, etc. instead of the regular white and black. A room filled with bright colored furniture and decors make us feel more alive compared to a room painted with darker shades. Why is this so?

The hypothalamus is that region of our brain responsible for the varied signals received by our thyroid glands which in turn releases hormones that dictate our emotions and our actions. In the world of website design, colors also dictate users’ impressions and actions towards a site. The psychology of colors therefore helps increase a website’s conversion thereby contributing to the efforts of both online marketing and social media marketing. What is the psychology of colors and how does a website’s color scheme affect conversion?

Color Psychology is a branch of Behavioral Psychology that refers to the science that deals with the effects of colors to a human’s behavior. It is a study so complicated as theories formed take a huge deal of time and meticulousness. For websites, it only takes less than a minute for users to scrap it or go on checking the pages. Color is said to influence whichever action is made by the user.


  1. Use bright colors in these key areas to drive conversions: pop-ups, CTA buttons, and headlines.

    If you do not assign bright colors to your CTAs, pop-ups and headlines, then the message you intend your users to receive will not be transmitted efficiently. Buttons that call for an action need to be colored with bright ones – orange, red, yellow, etc. in order to get the user into doing a specified action – “Buy Now”, “Signup today!”, “Download brochure”, etc. Headlines need be brighter too to direct users’ eyes on it and thus get an idea of what the page is all about. Also, if you have pop-ups, border it with brighter colors as most pop-ups (especially those that pop on the lower corners) tend to go unnoticed if they are the same color as the dominant color of the site.

  2. Choose colors that suit your brand the best.

    If you are a makeup brand, then use more of pink, red and purple. If you are a brand that advocates the healing of mother earth, then use shades of green and brown. Your site’s accented color should be your brand’s color. If you are a makeup brand, then it would not make sense at all if you use only black and white in the website. Similarly, if you are a nature-loving website, using too much red, purple, and orange would take out what was supposed to be an outdoor or nature feel.

  3. Use a contrast of complementary colors to establish readability.

    Optimize your custom web design by ensuring the website’s readability. How do you this? Make use of contrasting complementary colors. Complementary colors are colors opposite of each other in the color wheel – examples are red and green, blue and orange. The use of complementary colors is a very effective color scheme as both colors do not clash with one another – instead, they highlight each other. Furthermore, with two colors in contrast, make use of the lighter shade as the background and the darker one for the text color. With this setup, users will never have a problem reading off details from your site.

  4. Use the appropriate colors that fit your market.

    If you are a healthcare facility for the elderly, then your market is consists of adults and seniors in majority. Your website’s colors then must be of lighter and relaxing shades. Using really bright colors for the website is not appropriate for most of the elderly as they tend to lose their focus and might end up having a headache. The same goes for websites that cater to teens and young professionals. Use more of the brighter colors against a lighter shade of background to generate interest. The use of boring colors will bore your users for sure. When you make a website, make sure to identify your target market first before deciding on your color palette.

Make use of colors to your advantage when you structure your website. When used at the right time and in the right places, your choice of colors will definitely help you target your goal conversions. Do not rush, test various colors, and conduct a market research prior to building the website. If you think you need help in doing all these, then do not panic, We are here to help you!

Proweaver is a web development company specializing in custom web design. We take into account our clients’ goals as well as their respective target markets in creating their websites.

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About the Author

I am Louise Savoie Digital Marketer at Proweaver, a web development company specializing in Custom Web Design which helps sole proprietors and small companies increase their sales and grow their business. I am responsible in Content Marketing and Social Media Marketing. You can find us on Twitter: @proweaver


  1. Sabrina Warren

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