The colors on your website affect the viewer’s response to the overall message you are conveying.
You have put a lot of thought and planning into creating your website. The structure and functionality of it provide the foundation. The color palette evokes an emotional response from your client avatar and sets their mood when interacting with your products and services.
The use of color is a tactic that’s been used in branding, packaging, and marketing campaigns for centuries. The concept is for you to feel something when you see it, and believe it or not, it does impact the consumer’s perception and decision to purchase an item. For example, Cocoa-Cola’s red logo portrays energy and enthusiasm while Facebook’s blue logo casts the feeling of thoughtfulness and trust.
The basic mood psychology of colors
Consider the following when deciding the color palette for your logo, website design, and overall message:
- Red: Energy, enthusiasm, emotion, power
- Dark Red: Passion, depth, dominance, prestige
- Orange: Positive, dynamic, optimistic, confident
- Pale Yellow: Friendly, approachable, warm
- Bold Yellow: Ambition, motivation, creativity, cutting edge
- Green: Nature, vitality, environment, health
- Blue: Dependability, trust, thoughtfulness, calm
- Dark Blue: Deep sincerity, intuition, truth
- Light Purple: Prosperity, spirituality, creativity, harmony
- Dark Purple: Depth, wealth, mystery, fantasy
- Grey: Sophistication, knowledge, prestige, wisdom
- Pink: Youth, playfulness, emotion, innocence
- White: Clean, straightforward, self-sufficient, simple
- Black: Authority, power, control, mystery, suspense
- Brown: Natural, of the earth, comfortable, organic
Color is one way to enhance the user’s experience and perception of your company. It can be what attracts them to your products and services. With that said, it is worth the time to do your research and choose the palette based on what your client avatar seeks.
What is the intended message and emotional tone you’re expressing?