There are over 7000 languages spoken in the world today, and it’s constantly increasing.
Without the help of translation tools, many of us would not be able to make friends or do business with people beyond our geographical borders due to language barriers.
However, if there is one language everybody on this planet speaks fluently and understands, it’s the language of colour.
It may be called different names, but whether you’re from Japan, South Africa, or Antarctica, white is white, and black is black.
Colour is a language that everyone understands. It transcends geographical borders and cultural backgrounds. Even though we may not always be conscious of it, colour plays a pivotal role in influencing our emotions, perception, and experiences.
Why do you think nightclubs use a lot of neon lighting and bold colours like red and blue in their interior designs? It’s simple! They want you to feel refreshed and energetic and probably break into a dance as soon as you get to their space. Psychologically, red, blue, and neon are colours that help to invoke those emotions.
Conversely, if you walk into a spa or wellness centre, you’re unlikely to find such bold colours in there. Instead, you’ll be greeted with lots of white, green, and warm hues because these colours are known to invoke feelings of calmness and relaxation.
Just like colour psychology is crucial for brick-and-mortar businesses, its place cannot be neglected in website design.
The use of colour psychology in web design can help to impact user experience, influence emotions, and contribute to the overall success of customer journey.
Gone are the days when SEO and engaging content were sufficient for attracting visitors to websites. With so many more websites than cars in the world today, the competition has become stiffer, and if you’re looking for ways to attract more visitors and keep them glued to your page, you need to leverage the power of colour psychology.
How to Use Colour Psychology to Influence Customer Perception
First Impressions and Branding
The first thing visitors notice when they visit a website is the colours.
As the web design experts from WebpopDesign.com explain, “Colours can influence the first impression that a visitor will have on your brand hence it’s helpful to use colours that create a unique and memorable first impression and most importantly, convey the exact message you want your brand to communicate to the visitors of your web page.”
Here are a few examples of what various colours mean and how you can use them in your web designs:
Blue helps to communicate trust, reliability, calmness, and professionalism.
White creates an impression of cleanliness, purity, and simplicity.
Black is for brands that want to be seen as elegant, sophisticated, or powerful.
Brands that want to appeal to a female audience, or convey a message of romance or sweetness should consider using pink in their designs.
Gold symbolises luxury, prestige, and quality.
Grey can be used to convey a message of professionalism, neutrality, and balance.
Purple is synonymous with luxury and royalty.
Green can be used for brands that want to identify with nature or show growth, freshness, health, and vitality.
User Engagement and Attention
Colours can also be “strategically” used to guide the attention of users to specific elements on a web page such as calls-to-action (CTAs), important information, or interactive elements.
For instance, it is often recommended to use colours like red, orange, green, or yellow for call-to-action buttons as they are bright colours that stand out against the background and can easily attract the attention of users.
The choice of colours on your web page can also make or break your conversion rates.
A well-designed colour scheme can influence users to take specific actions, such as making a purchase, filling out a form, or subscribing to a newsletter.
Recently, renowned blogger, Neil Patel, decided to experiment with colour psychology. He went ahead to change the call-to-action button on his homepage from blue to yellow, and guess what happened? His conversion rates skyrocketed by a whopping 38%.
Readability and Accessibility
Your choices of text and background colours can also increase or decrease the bounce rate.
Colour choice is crucial for readability. A lack of contrast between text and background can make it difficult for your audience to distinguish words clearly and that can contribute to a high bounce rate.
High contrast between text and background such as black text on a white background improves legibility, ensuring that users can easily read your content and spend more time on your web page.
Colours have the power to evoke emotions. By understanding colour psychology, you can select colours that resonate with your target audience and elicit the desired emotional response.
For example, you can use warm colours like red and orange to create a sense of urgency and prompt your users to take quicker action, while cool colours like blue and green convey calmness and encourage users to spend more time on your page.
It’s also important to consider the various cultural interpretations of colours to ensure that your chosen colour scheme is well-received and perfectly defined.
Sometimes, colours can have positive or negative meanings as a result of cultural backgrounds. For example, some Latin American cultures associate the colour yellow with illness or danger. It may also symbolise bad luck or be linked to caution, making it less preferred in certain contexts.
It’s important to research what your colour choices might mean to your target audience before you use them so that you don’t step on anybody’s toes unknowingly or preach the opposite of what your business stands for.
In website design, colours go beyond just making your website look good—they play a vital role in how users perceive and interact with your content.
Start by identifying the personality and values you want your brand to convey and choose the colour scheme that aligns with your brand’s identity.
Also, do not forget to use colours strategically so as to draw attention to important elements such as your logo, tagline, and call-to-action buttons.
Lastly, don’t be afraid to experiment, and be willing to adjust your colour palette based on feedback and performance metrics.