The Psychology Of Color
Color Psychology is the science of how color affects human behavior. It is a very complicated theory. It can differ based on age, sex, geographic location, and more. While it is complicated, it is still very important.
Humans are visual. Color has an impact even when we don’t realize it on how we form an opinion about something. Surveys have shown that 93% of buyers said they focus on visual appearance.
In a peer review journal, Satyendra Singh (Department of Administrative Studies, University of Winnipeg, Winnipeg, Canada) found that people make up their minds within 90 seconds of their initial interactions with people or products. It went on to state that about 62-90 percent of the assessment is based solely on colors.
The colors you choose for your site play a part in the user experience. Does the site feel messy or clean? Does it clash or flow? These questions affect how someone feels even before they start reading what you have to offer.
You’ll also want to think about whom your primary audience is and how this will play a part in their view of your site and brand. If your site’s colors give the wrong impression it can turn people away before they realize that what you are offering is the solution to their problem.
What Colors Do You Need To Pick?
When selecting colors for your brand, you may have a main, secondary, and accent color. It isn’t required, and you may only use the main and an accent color – it all depends on your brand.
Main Color: Pick a color that is desaturated, it will be very prominent on your site. You want it to be impactful but not overwhelming. The main color sets the tone for the site. It is also used for illustrations, backgrounds, headlines.
Secondary Color: Choose a secondary that compliments the Main Color. This one is used for illustrations & sub-headlines.
Accent Color: The accent color is just that- the accent. Choose something bright, a color that stands out. This is used for links, buttons, and call to action
Help with picking colors:
Selecting Colors and Shades
What Message Do You Want Your Brand/Site To Convey?
It can help you decide if you think about what message you want your brand/site to convey to people. Brainstorm some adjectives that you’d like to be used to describe your brand and then look at the colors associated with that.
Neil Patel has a great article on the 12 Essential Tips to Picking a Website Color Scheme that can help you in your decision process as well. Another helpful article can on finding the perfect color can be found on New Egg’s website.
Here’s an interesting infographic on how the psychology of color affects conversions on a site
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