Marketing Technology, Inc. Blog

How To Use Color Psychology for Website Design

Posted by Linda Greenwald

Color Psychology for Website Design

When working with your web design company on your website, it is easy to be flustered by the bombardment of questions you get. Who is your target audience? What colors do you want? Which of these images do you like? Which layout do you like best? And so on.

Web design companies ask these questions and more because all of these minute facets will come together in your finished website to elicit a positive experience for website visitors. 
Color Psychology
Take website colors for example. Did you know that different colors evoke different emotions in website visitors? Neru Pallen for Vandelay Design did a great breakdown of the colors. Here are the basic color distinctions as written by Pallen:
Color Psychology Infographic
  • Red:  Stimulating, exciting - associated with passion, power and anger. Red is used for warnings and to show danger. Red can also suggest strength, determination and boldness. 
  • Pink: Youthful femininity, playfulness, innocence and the old days. 
  • Orange: Vibrant, energetic, friendly and inviting, creativity, movement and energy. 
  • Yellow: Warmth, happiness, energy. Bright yellow is a good choice for sites designed for children.
  • Green: Calm, rejuvenation, affluence and optimism. Darker shades of green are linked to money and suggest affluence, growth and stability. Lighter shades project relaxation, freshness, honesty and ethical standards.
  • Blue: Dependability, trustworthiness, security, calming and spirituality. Dark blues are used by corporate websites to project experience, success and reliability. Light blues work well for friendly, open websites, like social media sites.
  • Purple: Associated with nobility. Dark purple shades imply wealth, luxury, elegance and mysteriousness. Lighter shades suggest spring and romance.
  • Browns: Browns, which include creams and tans, are often used for textured backgrounds. Backgrounds that mimic paper, fabric or stone are usually brown, and as such, browns give a site a sense of wholesomeness and coziness. Creams are calm, elegant and pure. Tans are conservative. Dark brown feels wholesome and reliable. It is associated with warmth and comfort. Sites that want to demonstrate experience and reassurance often use brown.
  • Black, White and Gray: Black, white and grey are usually background colors, allowing brighter colors to make the real impact. Black suggests power, modernity and sophistication. White suggests cleanliness, simplicity and innocence. And, Gray is a neutral color associated with tradition, somberness and calmness. Used together, black, white and gray are associated with tradition and seriousness.
You can see some of the biggest brands in the world utilizing color psychology for branding. Dell Computers paints their website, logo, and general imagery in the trustworthy and dependable shades of blue. AT&T, Lowe’s, and Hewlett-Packard do the same. Companies like Whole Foods, and Land Rover present their websites in the bright hues of green that kindles memories of the natural world. 
Company Logo Colors
You may find that the colors of your company logo do not work well for website colors. If that is the case – you can use the logo in its original colors in the header of the website and use other colors for the website design. Or, you can change the logo colors to match the website design. Either way, you will want the colors of your website to convey your company’s image.
It may also be the case that your company logo does not look good on the web. If the logo looks outdated – then it is time for a logo redesign. Logo redesign will be the subject of a future blog post.
Select your website colors carefully. Website colors will influence how your company is perceived.
Contact Marketing Technology, Inc., Silver Spring, Md. for web design and website development on the Adobe Business Catalyst platform.

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