Psychology of colors
It is known that the color of the objects we see, affects our mood in more than one way. Research from time to time has shown that color affects not only our perception, but also our emotion and behavior.
Our website may have clear and rich content, but the color options for background and other items could send out a contradictory message.
Companies usually choose colors based on personal preference but do not understand that the right combination of color palette can increase their revenue vertically and have a great effect on the user's conscious level.
Colors in the 90's
The website design has changed since the early 1990s, and evolutions in technology have helped a lot.
The colorful websites with gif images, snow in the Christmas season, a photo with landscapes on the background of our page and other crazy design ideas, they belong in the past.
Nowadays we see more "serious" website with the correct color palette choice, having left behind the design concerns of that period.
Starting from the menu and the carousel or our background image ("hero image") and reaching the buttons, the background and the color of the font the choice must be correct and based on the content of our page.
Psychology of colors
Whether we realize it or not, the color of objects we see affects our mood in more ways than one. Color is powerful. It influences not only how people feel, but what they do. The psychology of color can help strengthen your brand, encourage sales, and even guide visitors toward specific pages or actions on your website.
Studies show that people decide whether or not they like a product in 90 seconds or less and that 90% of that decision is based solely on color.
Research also shows that color can increase brand recognition by 80%. Below, we can see how central colors affect the user, what we think about when we see them and how to use them properly in our website.
The color red increases the heartbeat and causes faster breathing. It is an intense and powerful color and as such, is associated with demand and aggression. Red is also known to stimulate our appetite. In business, red is known as a "call to action" color.
When to use red
Use red as an accent color to draw attention to something, or to create excitement. Red can be good for food, fashion, entertainment, sports, marketing, advertising, emergency services, and health care.
When to avoid red
Don’t overuse it! Too much excitement can be a bad thing. Red is generally not suitable for luxury goods, nature-related content, or professional websites/services.
The color green is known as the easiest color on the eye. It has a relaxing effect. This is why, interestingly enough, people who are about to appear on a TV show, wait in a green room so they can relax before their appearance.
When to use green
Green is the easiest color for the eye to process. Use it to create a relaxing, calming effect or to represent new beginnings, nature, or wealth.
When to avoid green
It’s less appropriate for luxury goods, tech and forum websites.
The color blue, in lighter shades, is known to have a calming and tranquil effect. Darker shades of blue stimulate the mind into thinking more clearly.
It’s no accident that so many popular social networking sites (Facebook, Twitter, LinkedIn, and Tumblr) and tech brands (Dell, IBM, HP, and Intel) have blue logos.
When to use blue
Blue is often used by large corporations and banks because it’s non-invasive and associated with dependability.
When to avoid blue
Using certain shades of blues (on the darker end of the spectrum), or using too much blue can make your website feel uncaring and cold.
The color yellow screams for attention. It is known as the attention grabber! However, yellow is harshest on the eyes and therefore stimulates our emotional side.
Yellow also has some negative associations such as cowardice, deceit, and cheapness.
When to use yellow
Use bright yellow (sparingly) to energize people or to create a sense of happiness. Use soft, light yellows for a calmer happy feeling.
When to avoid yellow
Yellow can quickly become overpowering. It can strain the eyes. Again, use it sparingly.
The color black is associated with authority and power. Black causes feelings of intimidation and control. In certain contexts, can also seem sophisticated and sleek to its viewers.
When to use black
Depending on the colors used with it, black can be elegant and traditional, or modern and edgy. Black can be great for luxury goods, fashion, marketing, and cosmetics.
When to avoid black
Too much black can quickly become overwhelming. Black can also feel menacing or evil, making people feel uncomfortable or even afraid.
The color grey is quite interesting because it is one of the colors that result in no discernible psychological response. However, the lack of color and dullness in gray can be depressing.
If the correct shade is not used, grey can have a dampening effect on the colors around it.
When to use grey
It’s great for professional websites, luxury goods, or to create a balancing, calming effect.
When to avoid grey
Certain shades of grey may feel dull and detached, or even cold. Grey is not ideal for grabbing people’s attention.
The color white reflects light, so it strains our eyes when looking at it. In business, white implies fairness and equality. The color white is associated with organization and equality.
When to use white
White is associated with doctors, nurses, and dentists which makes it great for websites related to the health care industry. It can also work for high-tech and science sites. When paired with black, gold, silver, or grey, white can also be great for luxury goods.
When to avoid white
Since the effects of white depend almost entirely upon the other colors in the design, it can theoretically be used for any type of website.
Favorite colors between the two sexes
One of the more interesting examinations of color psychology in relation to gender is Joe Hallock’s work on “Colour Assignment.” Hallock’s data showcases some clear preferences in certain colors across gender.
If our target is the male audience the colors they love are blue, green and black. The colors that do not want to see are yellow, white and grey.
If our target is the female audience, the colors they love most are blue, purple and green. The colors they hate are white, brown and grey.
The different variants that the two sexes see
Previous research has shown that women have a larger color vocabulary—think periwinkle, azure, and other color names that are unlikely to be used by men in general conversation.
But is this lack of color names the main reason why men and women “see” color differently?
One potential explanation goes all the way back to the hunter-gatherer responsibilities of early nomadic tribes. As hunters, men needed to be able to distinguish between predators and prey from afar. On the other hand, women might have developed better close range vision from the act of foraging and gathering.
Choosing the color palette
Choosing a good color scheme for your website could be a scary thing- especially if you’re not confident about your color coordination ability, but the following websites will help us choose the right color combination for a better, more beautiful and proper website.