According to Kissmetrics, around 85% of shoppers hold colour choice in high importance when it comes to deciding what they will and will not buy. In addition, brand recognition increases by as much as 80% when using and sticking with an easily identifiable colour scheme.
Suffice to say therefore, the colours you decide to go with when it comes to your website can and will make a very big difference to its performance. Indeed, it’s no coincidence that the world’s biggest brands and businesses ended up with their respective colour schemes. Quite to the contrary, it’s one of the most important decisions you’ll ever make.
So when the time comes to select colours for your own website, what should you bear in mind?
Kicking off with second most-preferred colour by women and men alike, greens are typically interpreted as representative of nature, tranquillity, health and wealth. It is the easiest colour for the human eye to process, which therefore creates a sense of relaxation. BP, Tropicana and Whole Foods Market all use greens as their primary colours.
While it can be somewhat overpowering if overused, careful use of yellow leads to a bright, uplifting and youthful look and feel. It is naturally cheerful and a colour that captures the attention in an instant – hence why it is also the colour used for most warning signs. That and the ‘Golden Arches’ of McDonald’s.
Research has shown that orange seems to be a colour that has immense power and influence when it comes to prompting action among shoppers. It is a colour of creativeness, enthusiasm and energy, which can have a positive impact on impulse shoppers when used in CTAs and persuasive site elements. Check out how and where Amazon uses orange for a world of good examples.
Danger, vibrancy, excitement, urgency and passion – reds are high-power influencers when it comes to customer reactions. They instil a sense of urgency to make a purchase, which is why they’re used extensively when it comes to sales, special offers and CTAs. It’s also said that red can stimulate the appetite, making it great for use in any setting where dining or cooking play a role.
Getting away with heavy use of pink in website design is difficult, though used in moderation it is effective in creating a romantic, flirty and feminine feel.
The number-one preferred colour by women and men alike, the blue palette is associated with calmness, peace, security, trust and stability. It is one of the most extensively used colours on the web and can help build a sense of confidence – hence why it is also a favourite among global banks.
Purples are regarded as colours of boldness, confidence and wisdom, success and prosperity. It is another soothing, calming colour that prompts a sense of respect and trust in the brand using it.
A darker colour scheme that incorporates black can create a sense of elegance, sophistication, luxury and power. It is the strongest, most powerful and yet most understated colour of all, which is why it exudes confidence and boldness when used in business.
Last but not least, though considered to be an uninspiring colour in most settings, strategic use of grey conveys a sense of luxury, exclusivity and beautiful simplicity. It is the colour used extensively by Tesla, Mercedes-Benz, Apple and many more of the world’s biggest brands.
Contact Say Web Design to discuss the colour palette for your website today.