How Colour Theory Affects Your Website’s Conversion Rate

How Colour Theory Affects Your Website’s Conversion Rate

Colour psychology is used extensively in our everyday lives, from the supermarket to magazines and, of course, website design. It helps to promote your brand message that can target users and lead to sales.

You may be surprised to know that 85% of shoppers say that colour is the primary reason for buying a product. Therefore, ensure the colours on your website are not random but chosen carefully, with both readability and psychological association in mind. Changes in colour could be a catalyst in increasing your conversions and decreasing the bounce rate.

Research has shown that women seem to like blue, purple and green and dislike orange, brown and grey. Men have been seen to prefer blue, green and black and dislike brown, orange and purple.                                                                                                    

Blue is one of the most used colours as it can be associated with trust, security and loyalty. It’s not surprising the world’s largest social network, Facebook, is a blue brand.

Red is a very loud colour and promotes urgency and excitement. Be careful when using this as people quickly associate it with warning and harshness. However, it can also be associated with warmth and strength.

Yellow is not a popular choice for websites as it generally relates to warning. Researchers have linked it to playfulness although everyone’s experience of this colour can change. Use this colour carefully and in small doses.

Green is a winner for environmentally friendly websites that want to cultivate earthy, eco-friendly messaging. It’s also a great call to action colour as it stands out well as a button or step (for example, on a checkout process where there are multiple clicks and steps).

Orange is a fun impulse colour that associates positivity and confidence without danger. It’s an active colour as well as being warm, which makes it a perfect colour for offers, advertisements or bringing attention to an area on a page. Orange can be viewed as a cheap colour, however this may also be a positive element you may want to promote (for example, a 20% offer). Females seem to dislike this colour so be careful if designing a female-centric page.

Pink is seen as a very feminine colour and can be a great tool to promote beauty products. It stands for love, nurture and tranquility.

Black is a luxurious colour and adds a high level of sophistication and professionalism. If you are selling high value products black is a good option.

White should definitely not be avoided. Clean looking sites convert the best, so use this colour to your advantage. Be careful to break up large white areas with colourful and carefully constructed call to actions. Well-designed sites should give a sense of freedom and breathability and white creates this feeling very well.

Brown generally conveys a sense of nature and is most disliked by males. However, in some senses, brown can work well.

Your overall aim is simply to select colours that complement each other and highlights the main messaging of a page in an attractive way.

Colour may not seem like a huge determining factor, but in fact can be fundamental in affecting conversion rates. Just remember, there is no universal best colour as what works on some sites may not work on another.

A good web development company will have actual front end graphic designers that understand colours and how they work together, who will be able to develop static design proofs to show you what the new website could look like, without the expense of actually having to build it during the early planning stages.