An important psychological aspect of your website that is often overlooked are the colors.
When it comes to branding, logos are the most important thing. Logos set the tone for what colors you should use on your website. You should use the color of your logo on your website, so that when users visit your site, they’ll feel like they’re on the right site, and they’ll feel secure about using your site. If the colors you use are inconsistent with your logo, it’s likely users will not only feel like they’re on the wrong site, but they’ll also feel that your site is not professional. This affects their trust in your site. If users don’t trust your site, there’s no chance they’re going to use it.
Just as you use words to express yourself, colors can be used as an expression as well and are a language all on their own.
The background color of your website, the color of your header, the color of your text, headlines and sub-headlines etc. can all have a psychological impact on your visitors.
If users don’t trust your site, there’s no chance they’re going to use it.
Color consistency makes users feel comfortable about using your website. It looks more professional when the color you use for your site is the color of your logo. However, that doesn’t mean your site should only have one color tone. You should also vary the color saturation and brightness of your logo color to make your website look more dynamic. Combine that with the neutral colors of black and white and you’ll be able to give your website a strong brand identity
Here is a list of some of the common colors and what type of psychological emotion they invoke in people:
RED is associated with love, passion, danger, warning, excitement, food, impulse, action, adventure.
BLUE is associated with trustworthiness, success, seriousness, calmness, power, professionalism.
GREEN is associated with money, nature, animals, health, healing, life, harmony.
ORANGE is associated with comfort, creativity, celebration, fun, youth, affordability.
PURPLE is associated with royalty, justice, ambiguity, uncertainty, luxury, fantasy, dreams.
WHITE is associated with innocence, purity, cleanliness, simplicity.
YELLOW is associated with curiosity, playfulness, cheerfulness, amusement.
PINK is associated with softness, sweetness, innocence, youthfulness, tenderness.
BROWN is associated with earth, nature, tribal, primitive, simplicity.
GREY is associated with neutralality, indifference, reserved.
BLACK is associated with seriousness, darkness, mystery, secrecy.
Blues and white backgrounds work best for business sites. Maternity sites should consider some pink. Golf or lawn sites sites should consider green. Food sites should consider red, etc.
Also, keep in mind that responses to colors vary according to factors such as gender, age, or cultural background. You need some serious market research in order to make your site appealing for the exact category you're targeting.
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