First impressions not only count, they literally make or break any interest in learning more. Experts say you only have seconds to impress a client with your product. And between 62% and 90% of first impressions of that product are based solely on the colors you use.
Therefore, the color palette used on your website is absolutely crucial to sales. If you cannot convince a visitor to stick around and explore your site, they probably won’t make it to your product pages to see all that you have to offer.
In this post, I’ll give you an overview of one of the simplest adjustments you can make to your site—the color scheme.
Why Does Color Even Matter?
You might be wondering why so much emphasis is being placed on color. After all, not everyone will gravitate towards your newly chosen palette. But, changing your color scheme is not meant to simply beautify your site. It’s meant to send the right message to consumers.
Every color has a deeper meaning that causes a subconscious reaction. That’s why red is often found in a fast-food restaurant logo. Its high-energy stimulates the patrons, and as a result, they eat faster. Red can also induce anxiety. And that’s why you will never find it in a doctor’s office.
Just like in the fast-food restaurant or the doctor’s office, the colors on your website will certainly affect visitors.
Are Color Associations the Same Around the World?
In many cases, color associations are the same globally. Blue is generally acknowledged as a calming hue. That said, it’s best to find out what associations your target market has with the colors first.
Let’s say that you run a bridal boutique. In the West, white is the color most likely associated with brides and weddings. It’s seen as a positive symbol of innocence and purity. In China, on the other hand, white is traditionally worn to funerals. It’s seen as a more solemn color. Instead, brides in China traditionally wear red—a color that represents joy and fortune in their culture.
General Western Color Associations
Here is a quick guide to get you started on Western color associations. This will help you convey the right message on your website.
Red is associated with boldness, excitement, and life. It is perfect for a young, energetic brand that wants to get hearts racing. Just be aware that this is one of the most energetic colors – you’d better be able to deliver something new and exciting.
Blue is associated with productivity, trust, and tranquillity. This is a color that you will commonly find in waiting rooms and financial institutions. It is a calming color that engenders assurance, rather than excitement. It generally appeals to both men and women.
Green is associated with growth, life, nature, and harmony. The color is seen to be soothing, relaxing and youthful. It is a great color for a brand that is promoting organic or all-natural products. However, the color is also often associated with money, and finances.
Orange is associated with ambition, enthusiasm, and confidence. It is a color that is often used for health-care or technology companies. But, orange is definitely not among the most common colors for businesses and logos. It is a color that many men and women dislike.
Purple is associated with wealth, power, and royalty. If you’re an up and coming brand, working toward social equality for all and shaking up the institution, purple won’t be the best fit. If you’re a more traditional brand, trying to put out an aura of wealth and luxury, this could be good for you.
Yellow is associated with joy, intellect, and energy. It’s a color that has a similar intensity to red in the sense that it is quite energetic. Red, however, has an element of danger—think alarm bells, sirens, and so on. Yellow, on the other hand, allows you to tap into that fiery energy without committing to red.
As you can see, each color has a very different association. Choosing the right one will surely help you get your message across in an efficient and effective way. With a more thoughtful color palette, you have the opportunity to positively impact conversion rate and the overall experience of your visitors and prospects.