How Colors and Web Design Influence Your Audience’s Behavior

How Colors and Web Design Influence Your Audience’s Behavior

Did you know that it takes about 90 seconds for a customer to form an opinion about your product? According to Satyendra Singh, a passionate color psychology researcher, a customer is influenced in a proportion of 62-90% by the colors of a specific product.


That’s pretty cool to know, especially if until now you have neglected the importance of colors on your website. Marketers, entrepreneurs, and designers all over the world are taking advantage of their customer’s subconscious minds and persuade them to buy their products using this subtle approach.


During this article you will learn how colors influence behavior, and which ones should be used depending on your situation and your current goals. You’ll also understand why they have such an impact on our human brain.


But before that, you need to understand one thing. It’s not only about colors. Your website has to have great content in order to appeal. Some of us aren’t good at writing, and trying to push it by spending a lot of time on writing (when this isn’t the best thing we can do) is a waste of potential. My personal recommendation is to check out these custom writing services reviews and outsource everything you can!


Color Psychology – What is it?


Color psychology is basically the “science” of how colors affect human’s brains and therefore their behavior. Some skeptics don’t believe in such things, but numerous studies and reports prove that it is real, and it very much influences how people perceive objects. Otherwise, why would huge companies spend millions of dollars on studies and tests regarding this field?


If you’re a marketer, a salesman, an entrepreneur, a web-design artist, or anything else that has to deal with human interaction and persuasion, you really have to take a look at color psychology. Colors are extremely essential, and the more you take advantage of them, the more successful results you’ll get over time.


What does Each Color Represent?


Blue – The color blue is associated with productivity, trust, honor, and tranquility. It’s the color of the sky. After a long time of research, I figured out that it is one of the most used colors nowadays. Tons of websites and big brands take advantage of it, as it produces a feeling of security among clients.


Black – Black is the “power” color. It speaks authority and superiority. Besides that, it’s also a color of sophistication and mystery, along with evil and gloom. If you are trying to sell expensive items such as luxury cars, watches, and so on…black is your best choice.


Red – If you want to spark emotion, you should use red. Red is considered to be the most emotional stimulating color, and it is often associated with love, courage, and life. It can also indicate a sign of danger, that’s why many insurances and clearance companies use it in their marketing campaigns.


Purple – Purple is the color of wealth and royalty among power and spirituality. This color proved to be a calming stimulant and is often used in self-help books. Purple can also be found in a lot of beauty and anti-aging products.


Green – The color of nature and prosperity. Green produces feelings of security, optimism, growth, and luck. If your main objective is to make your customers relax and have a better and calmer experience, green is your number one choice.


Pink – If you’re marketing to a female demographic, you need to consider pink. It is proven to be an efficient color for females, as it induces feelings of love, femininity and romance.


Orange – Orange is the color that produces feelings of ambition and enthusiasm. Besides those, it also makes people feel more warmth and creativity. I’d say it’s the best color to use when it comes to call-to-action elements.


The Relationship Between Colors and Conversions


Most of the women prefer green, blue, and purple

You should check (right now) some e-commerce female companies around the web and observe how green, blue, and purple prevail compared to other colors. A survey conducted by some color psychology specialists revealed that 36% of women preferred blue over any color, followed by 22% green, and lastly 14% purple.


Men don’t really prefer brown, purple, and orange

Brown, purple, and orange are the most rejected colors when it comes to men. Instead, they love green, black, and blue. A good reason for which they prefer the latest mentioned colors is that they associate them with “maleness”.


Yellow represents warnings but also happiness.

Since most of the warning signs and traffic signals are yellow, it’s not false to assume that this color has infiltrated into our subconscious minds and changed our perception over time.

A paradox here is that some color psychologists say that yellow is the color of happiness and playfulness. Take it as you like, and test it until you see the results.


Blue implies a lot of trust in customer’s perception

If you’re having trouble with conversions because people don’t trust you or your product, you should consider designing your offering around blueish colors. If you pay close attention, blue is THE most used color on the web. Facebook and Twitter are using it, and trust me, they know what they’re doing.

Also, look at PayPal, the biggest online payment service today is using blue in order to cultivate more trust.


Orange stimulates the impulsive buyer’s behavior

Amazon uses orange for their “limited time offer” in order to increase the urgency of the action. After all, it makes sense. Orange provokes feelings of competition, activity, and confidence.

The moment a customer finds something that he considers an opportunity, he’ll be happy to take a step and make that decision. It is the marketer’s role to help him make that decision by stimulating him by using the proper stimuli.


Bright colors are better for call to actions.

Whatever your call to action might be – opt-in, sale, contact, or whatever it is, your best bet would be bright colors. It’s proven to convert way better than the darker colors such as black, brow, or even grey.

The most popular choices of colors used by big companies when it comes to call to actions are orange, green, yellow, and red. Of course, you can work with the contrast and find the best twist for you.


White is essential – do not avoid it.

Whether white is a color or not, it doesn’t really matter. What matters is that white is absolutely necessary if you want to create a sense of freedom and spaciousness on your website. Google is the best example of white color usage. It is simple and efficient.



Believe it or not, colors influence human behavior in a lot of ways. It is up to you if you want to take this information and use it, or just toss it away and label it as a “theory”. The internet is a beautiful place where you can make a big impact, so take advantage of it as much as you can.

Nowadays, it’s extremely easy to find the right information and apply it for the best purposes. To be honest, you can accomplish a lot of things if you’re applying the psychology of colors the right way, at the right time, for the right purpose, and to the proper audience.


Guest Author Bio: Louise Coleman is a professional freelance writer with wide experience in covering web design, inspirational, and blogging topics.  Apart from writing, reading is her real passion from the very childhood. More information about her you can get emailing to or visit her profiles at Facebook and Google+.

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