Using Colour to Modify Website User Behaviour

There’s a whole branch of psychology that looks into colour and how it makes us feel and act. In this blog I want to show you how colour can influence your website visitors.
There's a whole branch of psychology that looks into colour and how it makes us feel and act. In this blog I want to show you how colour can influence your website visitors.

Choosing the right colours for your website isn’t just about choosing colours you like. There is a whole aspect of psychology that examines how colour makes people feel about your brand, and prompts them to respond. Colour can influence your website visitors with non-verbal communication, and there I want to give you some tools to choose the best colours that will get your user’s behaving the way you want.

Cultural association of colour

Fistly, you need to be aware that different cultures interpret colours in different ways. Take read and green for example, globally this indicates ‘stop’ and ‘go’ like in a traffic light. But if you are anglo-saxon you might interpret the colour red as perhaps representing concepts of sin, betrayal or anger.

In Chinese cultures, the meaning is quite different. Red is quite an auspicious colour associated with festivals. At Chinese new year, elders give children gifts of money in red envelopes so the colour has quite a different meaning altogether.

Colour elicits behaviour

So if you want more people to click a button on your website, to subscribe or buy some goods, what colour do you choose? You might intuitively think that green is the right colour, because green means ‘go’ in many countries because of the association with traffic lights.

If you think this way, you’d be wrong. Independent testing of the same web page with a red button and a green button shows that the red button is chosen 2/3 more often than the green equivalent.

Why? Because red is a vibrant, more visible colour, and associated with passion and action.

The psychology of colour

Colour has a powerful way of evoking emotion.  Colours like green can make you feel peaceful and healthy.  Yellow is a friendly colour, while orange is quite energetic.  Here’s a list of the primary colours and the emotions that can be attached:

RED – Passion, Vibrant, Stimulating

PINK – Calm, Love, Feminine

PURPLE – Success, Wisdom, Royalty

ORANGE – Energy, Enthusiasm, Fun

YELLOW – Friendly, Cheer, Warmth

BROWN – Down to earth, Simple, Dependable

GREEN – Nature, Health, Peace

BLACK – Exclusive, Prestige, Luxury

WHITE – Innocence, Purity, Practical

BLUE – Trustworthy, Secure, Responsible

Now take a look at some of the most common worldwide brands and consider the emotions and subliminal messages they could be trying to communicate to you through the careful use of colour.

Now you understand a bit more about colour, how is this going to influence your website design?

Share this post

Share on facebook
Share on google
Share on twitter
Share on linkedin
Share on pinterest
Share on print
Share on email

Leave a Comment

* Checkbox GDPR is required

*

I agree

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Why A Shared Server is not Good Enough for WooCommerce

A Virtual Private Server will give you an astronishing breakthrough in WooCommerce speed. Find out how smart clients are geting favourable results right now with Asporea VPS.

GDPR and Doing File Sharing Responsibly

In a world now obliged by European GDPR laws, have you considered privacy when it comes to the use of file sharing apps like Dropbox or WeTransfer?

Emerging Web Design Trends in 2019

In 2019 we are seeing the emerging trends for web design and the impact they’ll have on how your old website is perceived.

7 Things We Want to Know Before We Build Your Website

Yes, your developer should have a portfolio of work, but if they fail to take an interest in you it won’t end well. Why? Because they’ll be building your website from their point of view, not yours.

WAIT! BEFORE YOU GO

WANT TO SUBSCRIBE?