5 Awesome Colour Secrets Behind Website Conversions

15 Sep 2017 | By Jish

Topics: Colour Secrets Behind Website Conversions


This is a world full of colours and colour choices. A recent research report from Quick Sprout indicates, “90% of all product assessments have something to do with the colours you choose.”

In fact, colours are deeply connected with the emotions, feelings and behaviours of every individuals. The psychology behind colours say that it takes only 90 seconds for a customer to form an opinion about a product. The first few seconds are influenced by the colours of the product. Colours are critical to deciding our success behind a business.  Therefore, there are no arguments on why people buy specific products from certain websites. It is all a matter of choice in colours. So choose the right colour for the right situation, and be sure; you win!

Nature of Colour Selection

When you are choosing the colours, you’ve to be careful about its selection and, keep in mind its purpose, situation and the audience. When talking about colour schemes in website design, it includes graphics, borders, backgrounds, headline type, buttons, and pop-ups. The core principles behind designing a website are:

  • The right way
  • The right time
  • The right audience
  • The right purpose

Let’s explore the top five secrets behind colours and its choices in website design that leads to conversions.

1. Colour Choices for Kids Website

When designing a website aimed at kids, use bright and vivid colours that will visually stimulate them in an unforgettable way. You will want lots of bright and vibrant colours, probably some reds, greens, pink, blue and maybe a splash of yellow for a good measure.

Bright colours will easily capture and hold a child’s attention for long periods of time. Although colour choice is a primary factor in designing any type of website, this is especially true when designing a website for children since colours make a big impression on children’s young minds. Colour choices and combinations that would likely be rejected or laughed at when designing a typical website may be welcomed on a website for children.

2. Colour Combinations for Female Oriented Websites

There are no hard and fast rules for feminine colours. Women like blue and green but some are strongly drawn to the blue-green mix of turquoise. While blue remain a favourite colour for women, soft shades of blue makes it a popular colour for them. The shades of blue which are popular with women include cerulean, azure, baby blue, beryl, cornflower blue, robin's egg blue and sapphire. While, shades of green, turquoise, Purple and lavender remain their favourite. Among their least favourite colours are neutral brown, orange and grey. 

Should you design a website where target audiences are women with only one specific colour? The answer is no, because, there are many more factors involved in choosing colours. Gender is simply one consideration and an equation. Feminine colours are not universal. Research acknowledges that colour on the web and colour in print differ in appearance, which can affect the symbolism, preference and psychological effect of certain colours and colour combinations. 

3. Colour Combinations for Male Oriented Websites

There are no hard and fast rules for choices in colours for men as well. It differs according to situation, feelings and the many tints and shades with which each colours appear. It happens that someone who love a rich, royal blue can strongly dislike a pale, sky blue. So, a preference for the colour blue doesn't mean that every shades of blue is universally acceptable. However, some generalisations are possible.

The colour blue have a stronger preference among men in general. Similarly colour green and black are highly preferred. The least preferred colours are brown, orange, purple (neutral, warm, mixed colours). The preference with the green colour decrease as the age increases. Dislike towards brown and purple colour may decrease with age while, dislike of orange increases with age.

4. Top Colour Preferences for Websites

· Blue

Blue is one of the most-used colours, with a good reason. Because, it is a colour of choice and is liked by many people. It is a colour of trust, peace, order, and loyalty.   Blue calls to mind feelings of calmness and serenity. It often is described as peaceful, tranquil, secure, and orderly.

Blue is, in fact is a colour heavily used by many banks and financial organisations. Some of the popular organisations that use blue as their colour of trade are Facebook, twitter and PayPal. But it is not a colour of choice for foodie websites. Because colour blue prevents anyone from eating more and has some evolutionary theory relating it to poison.

· Yellow

Yellow is a colour widely used as a warning colour. Hence, it is used for warning signs, traffic signals, and wet floor signs.

Although, it seems odd, colour psychologists have declared it as a colour of happiness. Some brands use yellow colour to show that they’re fun and friendly. However, since yellow stimulates the brain’s excitement centre, the playfulness or fun feeling may be simply a state of heightened emotion and response, not exactly sheer joy.

A heightened anxiety level during any website experience is not a good thing, unless it comes in small doses. Thus, a yellow call to action may create just a touch of anxiety that’s needed to make them click the desired call to action. Remember, use yellow in small doses unless you want to cause unnecessary anxiety.

· Green

Green is ideal for environmental and outdoor products. Apart from being a natural symbol, it is a colour which can improve one’s creativity.

If the focus of your website has anything to do with nature, environment, organic, or outdoors, green should be your colour of choice.

Green colour can also be used as a good call to action, especially when used in combination with the “isolation effect,” which states that you remember things better if they stand out. The technique works wonders for calls to action, and green is an ideal choice.

· Orange

Popular brands associate Orange as a fun colour that can create a sense of haste or impulse. It is said to have been helping people to “stimulate physical activity, competition, and confidence.” This may be why orange is used heavily by sports teams and in marketing children’s products.

The colour orange suggests urgency, which makes the message more noticeable and actionable. Orange means active. Orange means fun. Orange means togetherness. Because it’s a loud and warm colour, orange can be slightly overwhelming.

Sometimes, orange is interpreted as “cheap.” If your product offering is cheap, or if you want it to be seen as such, orange may be a good choice.

· Black

Black is a colour that adds a sense of luxury and value to the product or website. It describes elegance, sophistication and power. It can communicate glamour, sophistication, exclusivity. It is a colour more often used by luxury designers and high-end e-commerce sites.

So, if you are selling high-value luxury consumer items on your website, black probably would be a good choice.

· White

While others are colourful with colours, chances are you’ll neglect white. Often regarded as a forgotten colour, White plays a vital role in the background. White space in your website will give your content some space and freedom. Most well-designed websites use it in plenty in order to create a sense of spaciousness and breathability.

5. Colour Choices for Calls to Action

Always use bright primary colours for your calls to action. The highest converting colours for your calls to action can be;

  • Red
  • Green
  • Orange
  • Yellow

Whereas, darker colours like black, brown, dark grey and purple have very low or poor conversion rates.

Key Take Away's

While taking all the above things into consideration, make sure to;

  • Experiment with several colours to find out which colour has the best conversion rates for your website.
  • Don’t just leave colour choices up to your designers and;
  • Avoid colour overload, as too many colours can create a sense of confusion.

Let me know your opinion on colour choices which brought you the best conversion?

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