When looking at the effectiveness of a website’s marketing campaign, it is important
to look at the conversion rate. This number looks at how many people visit the site, and
choose to do more than casually browse. A successful conversion rate is one in which
an increasing percentage of guests leave their personal contact information, make a
purchase, or perform some other task as desired by the website creators. Understanding
how colors affect people psychologically, and applying that color science to website
design, can significantly improve your rate of conversions.
Red is the color of love, passion and anger. It tends to motivate strong emotions in
those who see it. In terms of marketing, it is also the color of sales and good deals. It
should be used sparingly in website design, and used to encourage a purchase at a special
price, or to introduce a limited time offer.
Orange is a color that represents both youth and friendship. It is not well responded
to on most websites, but can be very effective when used on sites designed for children.
Gold is the color of money. When used in small amounts on a website it represents
affluence, and success. It makes the visitor think of money, and fine living. However,
avoid using it for more than accenting. Overuse of the color gold is indicative of
corruption and will deteriorate the level of trust the visitor is willing to instill in your
Yellow should only be used as an accent color. It does not create a specific emotion,
but will irritate the eye when overused. When effectively used as an accent, however,
it draws people’s eye across the page, and brings attention to, the other colors on the
Gray is the color of stability. Using gray, in moderate amounts, on a website gives
you greater authority, and increases conversion rates by making people feel more
confident in your knowledge.
Green is interesting because it elicits two very different responses in users. Green,
when used moderately, makes users think of rebirth, spring, and growth. This increases
their willingness to buy because it relaxes them. Green is one of the few vibrant colors
that is not hard on the eye, so it is excellent for banners, and other large blocks of color.
However, designers should be aware that overuse of the color green incites jealousy, and
may harm conversion rates long term.
Blue is the color of trust and commitment. Using blue around forms that a user needs
to fill out, at or moments of purchase, will increase their follow through. Too much blue,
however, and it is possible to over relax customers, pushing them to complacency, and
making them hesitant.
Black is a color that makes people think of something new, fresh, and contemporary.
Because of its modern feel, it can be extremely useful in making people excited about
a new offering. However, black is depressing when overused, and should be avoided in
White is the only true neutral. It does not create a psychological response, or heavily
affect the eye. Text set against white is consistently easier to read than print placed on
other colors. White should always be used behind important information or large bodies
Every color speaks. It is important to know exactly what your website is saying.
Research the colors you are using, and determine how much of each color you can use, to
maximize user comfort and interest, in order to improve conversion rates over time.
Charles Dearing has worked extensively in the web hosting industry. He is also
an avid blogger and he enjoys sharing his hosting insights on various blogs. Visit
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